Artificial Intelligence potential within airlines: a review on how AI can enhance strategic decision-making in times of COVID-19
Rights accessOpen Access
Purpose: The purpose is to explore the potential of Artificial Intelligence (AI) applications regarding strategic decision-making in airlines in times of COVID-19 and to depict a roadmap to encourage scholars and practitioners to jointly deploy these tools within corporations. Design/methodology: This study firstly reviews the state-of-the-art regarding transport organization trends with focus on airline Strategy, Finance and Marketing as well as AI tools, supported by interviews to a former airline digitalization strategist. Secondly, the potential of the latter to be applied in those functions is analyzed, considering different Machine Learning (ML) methods and algorithms. Findings: Some pathways are identified as of particular interest for the airlines’ strategic decision-making process. Most of them are based on ML algorithms and training methods that are currently underused or disregarded in certain business areas, such as Neural Network models for unsupervised market analysis or supervised cost estimation. Research limitations/implications: Focus is on airline Strategy, Finance and Marketing, keeping engineering or operational applications out of the scope. Practical implications: Proposed guidance may promote the deployment of AI tools which currently lack practical implementation in certain business areas. Social implications: Showcased guidance may revert into a closer collaboration between business and academia. Originality/value: Comprehensive review of current airlines’ strategic levers and COVID-19 impact as well as identification of promising AI pathways to be further explored.
CitationPérez Campuzano, D. [et al.]. Artificial Intelligence potential within airlines: a review on how AI can enhance strategic decision-making in times of COVID-19. "Journal of Airline and Airport Management", Desembre 2021, vol. 11, núm. 2, p. 53-72.