BA Executive Expresses Concerns Over AI Agents Potentially Rendering Brands Invisible – The Register

British Airways’ CEO, Sean Doyle, highlighted the airline industry’s urgent shift towards AI-driven decision-making at the Globant Converge 2025 event. He warned that airlines failing to adapt to this new landscape, where AI agents mediate travel bookings, risk losing visibility and relevance. Doyle emphasized the need for airlines to rethink their digital strategies, acknowledging BA’s ongoing digital overhaul aimed at leveraging hyper-personalization and optimizing customer experiences. This modernization effort seeks to restructure data for better engagement during disruptions, while also revolutionizing traditional processes through automation. Rather than displacing staff, Doyle noted that automation would allow employees to focus on customer interaction and problem-solving. British Airways plans to collaborate with partners and leverage vendor platforms to enhance its digital presence amidst the rising dominance of AI agents. Ultimately, the airline’s future success hinges on effectively communicating its value to these intelligent systems.

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