Upon entering a United Airlines aircraft, the gate agents, flight attendants, and other personnel responsible for ensuring the timely departure of your trip engage in a chatroom where they coordinate various tasks that, ideally, you as a passenger will remain oblivious to. Is there still available capacity for carry-on luggage? Was the caterer able to provide the absent orange juice? Is there a method to ensure that a family can be seated together?

Upon a flight delay, a notification containing a detailed explanation will be sent via text message and will also be available on the United app. Typically, the message is generated using artificial intelligence. Meanwhile, at offices worldwide, dispatchers are analyzing this up-to-the-minute data to guarantee that the crew can still lawfully operate the aircraft without violating FAA restrictions. Recently, United activated their artificial intelligence customer support chatbot.

Jason Birnbaum, appointed as United’s Chief Information Officer in 2022, oversees a workforce of more than 1,500 employees and over 2,000 contractors who are accountable for all the technological aspects of the company’s operations.

“The aspect of our business that I find enjoyable is the same aspect that you find displeasing,” he expressed during our recent conversation. “I worked at GE for an extended period of time in the appliance industry. If we were absent for a day, I doubt anyone would take notice.” The statement would be: ‘The production of dishwashers is not proceeding well.’ However, it lacked newsworthiness. Currently, in the event of any occurrence, even if it lasts for a mere 15 minutes, it not only spreads rapidly throughout various social media platforms but also prompts press vehicles to converge at the airport.

Prior to joining United, Birnbaum accumulated 16 years of experience at GE, progressing from the role of technology manager to ultimately serving as the Chief Information Officer of GE Consumer and Industrial, located in Budapest. In 2009, he assumed the role of Chief Information Officer for GE Healthcare Global Supply Chain. In 2015, he became the Senior Vice President of Digital Technology at United. In this role, he oversaw the implementation of projects such as ConnectionSaver, which is one of United’s initial services that utilizes artificial intelligence and machine learning. ConnectionSaver is designed to proactively delay flights when passengers have limited time between connections. This service personally saved me from spending 12 hours at San Francisco International Airport last week.

I desired to engage in a conversation with Birnbaum regarding his thoughts, as well as those of other Chief Information Officers (CIOs) at multinational corporations, on the utilization of artificial intelligence (AI). The airline is exploring that particular domain of innovation. Prior to discussing AI, it is important to note that United is now in the process of transitioning its services to the cloud. The current trend in cloud computing revolves around the optimization of cloud infrastructure and cost reduction.

“I am beginning to notice the emergence of companies and startups that focus on optimizing and managing cloud services.” Many individuals are currently concerned with inquiries such as, ‘Do you possess a substantial amount of data that I can optimize storage for?’ Alternatively, ‘You have a multitude of new applications; may I assist you in enhancing your monitoring capabilities?’ “Due to the obsolescence of your previously utilized tools,” he stated. According to him, the era of digital transformation may have come to an end, and we have now entered the era of cloud optimization.

United Airlines has made significant investments in cloud computing, notably Amazon Web Services (AWS), which it has chosen as its preferred cloud provider. Not unexpectedly, United is also examining how the company might enhance its cloud utilization, considering both cost and dependability factors. For many firms undergoing this process, it also involves assessing developer productivity and incorporating automation and DevOps approaches. “We have arrived.” “While we already have a well-established presence in the cloud, we are now actively seeking ways to further optimize our operations,” Birnbaum stated.

However, this also relates to the dependability of the matter. Similar to other airlines, United continues to utilize numerous legacy systems which remain functional. “To be honest, we are extremely cautious as we progress through this process, ensuring that we do not interfere with the operation or cause harm to ourselves,” he stated.

United has previously migrated and deactivated numerous legacy systems, and this process is still in progress. In the upcoming months, the corporation plans to deactivate a substantial Unisys-based system. However, Birnbaum maintains the belief that United will persist in utilizing on-premises technology. “I simply desire to be in the optimal locations for applications and user experience,” he stated, whether it is for reasons of performance, privacy, or security.

However, the corporation is not attempting to develop a comprehensive United Platform that would manage all of its systems. According to Birnbaum, the day-to-day operations of airlines are too complex to simplify. Certain platforms oversee the management of bookings, ticketing, and bag tracking, while others specifically deal with crew assignments.

When a malfunction occurs, it is imperative for such systems to collaborate seamlessly and operate with minimal delay. That is the reason why United is placing its trust in a single cloud supplier. “I do not anticipate that we will have a single platform,” Birnbaum stated. “I believe we will become highly proficient in establishing connections between objects and enabling seamless communication between applications.”

Practically speaking, this implies that the crew can now track the caterer’s arrival time and the individuals who have completed the check-in process for the flight. The ground teams and flight attendant crews have the ability to observe all of that information via their internal chat application as well.

Each flight possesses an artificial intelligence narrative.
Amidst the ongoing development, United is also exploring the most effective ways to utilize artificial intelligence (AI).

An anecdote frequently recounted regarding AI/ML in major corporations is that ChatGPT did not fundamentally alter the mindset of technologists but rather prompted its rapid inclusion in boardroom deliberations. The same applies to United as well.

“Our AI practice was quite advanced,” Birnbaum responded when questioned about the moment he recognized the importance of generative AI. “We have developed numerous functionalities to effectively handle models, perform tuning, and other related tasks.” Fortunately, we had previously made a substantial investment in this skill, which was advantageous for us. The arrival of ChatGPT did not necessitate that we treat it seriously. The person inquiring about the matter was the CEO and the board, who expressed a sudden interest in obtaining further information.

Birnbaum stated that United has a strong and optimistic outlook on artificial intelligence. “The travel industry offers numerous opportunities for the application of AI, benefiting both customers and employees.” One example of such a campaign is United’s “Every flight has a story.”

Until recently, it was common to receive a notification regarding a flight delay without any other details. Perhaps the arrival of the flight was postponed. Perhaps there was a technical malfunction. In recent years, United Airlines has implemented the use of agents to compose concise notifications that elucidate flight delays. These notifications are disseminated through the airline’s mobile application and as text messages. Currently, the majority of these messages are generated by artificial intelligence, with data being sourced from the chat app and other platforms.

Similarly, United is considering the utilization of generative AI to condense flight information for its operations personnel, enabling them to obtain a concise summary of ongoing events.

Recently, United completely transitioned their chat system on United.com to an artificial intelligence agent as well. According to Birnbaum, the system felt significantly restricted in my personal experiments, but it is merely an initial step.

Notably, Air Canada previously employed an AI bot that occasionally provided incorrect responses, but Birnbaum expressed less concern regarding this matter. Technically, the bot utilizes United’s knowledge library to effectively manage hallucinations. “However, in my opinion, the Air Canada incident was not a failure of technology but rather a failure of customer service. I would like to refrain from commenting extensively, but I must point out that even today, our human agents also provide incorrect answers.” We simply need to confront and accept that situation and proceed. “I believe we are adequately prepared for that particular situation,” Birnbaum stated.

United intends to introduce a tool later this year, now referred to as “Get Me Close.” Frequently, in the event of a delay, consumers are inclined to modify their arrangements in order to transfer to a neighboring airport. On one occasion, United Airlines transferred me to an aircraft bound for Amsterdam when my original ticket to Berlin was cancelled. Although not in close proximity, it was nonetheless feasible for me to take a train and successfully moderate a keynote session the next morning.

Although our mobile solutions are highly effective, the interactions between individuals often focus on creating a wider range of choices when they engage in face-to-face conversations. Essentially, you are asking if it is possible to change your destination from New York to Philadelphia due to a flight delay. Can you bring me near? We are of the opinion that AI is very suitable for facilitating engagement.

Artificial intelligence for pilots?
Following the development of the automated system that generates delay “stories” within the application, Birnbaum’s team is currently contemplating potential applications for the same generative AI technology. One aspect that can be addressed is the concise pre-flight briefings often provided by pilots before takeoff.

“A pilot approached me and mentioned that some pilots excel at using the public address system to greet passengers and provide information about the flight to Las Vegas.” The individual inquired if it would be possible to develop an artificial intelligence system that assists introverted pilots in creating informative and engaging announcements regarding their flight destinations. “And I believed that was an excellent example of practical application.”

Pilot engagement is revealed to be a significant factor in determining customer happiness for airlines. In recent years, United Airlines has shifted its attention towards improving its Net Promoter score. As part of this effort, the airline instructed its pilots to make announcements on flight delays while positioned at the front of the aircraft cabin. It is logical for the airline to examine how it can enhance this vital contact while also considering the possibility of pilots deviating from the planned course of action.

Generative AI can also assist pilots by condensing intricate technical documents into concise summaries. However, as Birnbaum correctly pointed out, all aspects of the pilot’s role in flying the plane are extensively organized and controlled, so it will take some time before the airline introduces any new initiatives in that area.