
Intelligentere E-Mails, schnelleres Geschäft. RFQs, Angebote, Bestellungen und mehr automatisch markieren, analysieren und beantworten – sofort.
Trends
Categories
LATAM Launches AI Virtual Agent for Personalized Travel Planning

LATAM Launches AI Virtual Agent for Personalized Travel Planning
LATAM Airlines Group has unveiled a groundbreaking artificial intelligence (AI) virtual agent, marking a significant advancement in Latin America’s aviation industry. Now accessible to all registered users, this innovative platform is designed to revolutionize the travel planning process by providing personalized recommendations, destination insights, activity suggestions, and streamlined flight booking—all through natural language interaction.
Transforming the Travel Experience
Initially launched in beta in April 2025 for Chile and subsequently expanded to Colombia, Peru, and Ecuador by June, LATAM’s AI-powered virtual agent guides passengers through every phase of their journey. The system offers tailored destination suggestions based on individual preferences, assists in organizing activities, and facilitates flight bookings, delivering a more intuitive and customized experience. This initiative forms a key component of LATAM’s broader digital transformation strategy, which emphasizes the integration of advanced technologies to elevate customer service.
Users can engage with the agent to obtain real-time information on flights, pricing, schedules, and local attractions. For instance, travelers might inquire about the most affordable time to fly to Miami in January or seek recommendations for activities in Cancun. The AI utilizes past travel history and user preferences to generate bespoke suggestions, thereby simplifying the planning process. Furthermore, the agent supports miles-based pricing, enabling passengers to check flight availability using their accumulated rewards.
Powered by generative AI technology and Google’s Vertex AI platform, the system ensures rapid and accurate responses, providing a seamless user experience across LATAM’s website, mobile application, and online travel agent (OTA) platforms.
Opportunities and Challenges Ahead
The introduction of LATAM’s virtual agent underscores the airline’s commitment to addressing the increasing demand for personalized travel services. Juliana Ríos, Vice President of Digital and IT at LATAM Airlines Group, emphasized that the project represents a strategic direction focused on embedding artificial intelligence and digitalization into the core of the company’s service offerings. She described the virtual agent as more than a technological tool, highlighting its role in enhancing the passenger experience through personalized and straightforward solutions tailored to real needs.
Despite its promise, the deployment of such advanced technology presents several challenges. Integrating the AI agent with existing systems, maintaining consistently accurate and personalized responses, and managing customer expectations remain critical hurdles. Additionally, the advent of AI-driven solutions has elicited concern among traditional travel agents, who fear potential job displacement. Competitors in the industry are expected to respond by advancing their own AI capabilities or forging partnerships with technology providers to remain competitive.
AI Innovation and the Future of Travel
LATAM’s launch of the AI virtual agent aligns with a broader industry trend toward AI-driven innovation. Travel agencies and OTAs are increasingly adopting AI technologies to enhance productivity and deepen customer engagement. By introducing this virtual agent, LATAM positions itself at the forefront of this transformation, offering a vision of travel planning where technology and personalization are seamlessly integrated.
Since its beta release, the virtual agent has garnered strong engagement from travelers, reflecting a growing appetite for digital solutions that simplify and enrich the travel experience. As LATAM continues to develop and refine its AI capabilities, the airline is well placed to establish new benchmarks for customer service and digital innovation within the region.

Copenhagen Airport Implements AI to Monitor APU Emissions

NW Pro Introduces Deeper Scan Technology to Improve Airport Security Screening

PlaneSense Marks 30 Years in Private Aviation

Kenya Airways CEO Outlines Plan to Double Cargo Revenue

Uber to Offer Helicopter Bookings Through Its App

NAV CANADA Opens Canada’s First Digital Air Traffic Facility in Kingston

AI-Driven Airfare Pricing Raises Questions of Fairness

Lufthansa Technik Completes 100th CFM LEAP Engine in Hamburg

Calgary Opens New Aviation Training Facility to Support Aerospace Industry
