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Aviation Expert Michael Bell Discusses AI's Impact on the Industry

Aviation Expert Michael Bell on AI’s Transformative Impact on the Industry
In a recent interview with BTA, Michael Bell, Senior Client Partner in the Civil Aviation Practice at global consulting firm Korn Ferry, provided an in-depth analysis of how artificial intelligence (AI) is fundamentally reshaping the aviation sector. Bell emphasized that AI is driving significant changes in both revenue generation and cost management, while simultaneously presenting new challenges and opportunities for industry professionals.
AI’s Expanding Role in Aviation
Bell detailed how airlines are increasingly leveraging AI to refine customer targeting, personalize pricing strategies, and enhance profitability through non-ticket sales. He noted that airlines now generate substantial revenue from ancillary services beyond airfare, representing a major opportunity for AI application. Airports are also embracing AI and robotics to optimize operations, improve passenger flow, and elevate the overall travel experience. These advancements in passenger processing not only boost customer satisfaction but also encourage increased spending within airport terminals.
The rapid adoption of AI within the industry is a strategic response to broader market pressures. Bell highlighted the dual challenges aviation faces: operating amid geopolitical uncertainty and meeting urgent decarbonization targets. Airlines and airports are investing in AI-driven solutions to improve sustainability and operational efficiency while navigating a competitive landscape increasingly shaped by technological innovation. “Technology is reshaping competition and customer expectations in aviation,” Bell remarked, underscoring the necessity for resilience and adaptability.
Addressing Apprehensions and Building Skills
While acknowledging the benefits of AI, Bell recognized that some professionals, particularly from older generations, harbor apprehensions about the technology. He shared his own experience, noting that initial unease diminishes with familiarity and practical use. “We didn’t grow up with AI—but now that I’m using it as a tool, my apprehension is reduced. That’s all it is—a tool,” he explained, emphasizing that hands-on experience is crucial to overcoming resistance.
Looking forward, Bell stressed the increasing importance of technological fluency and customer-centric thinking for aviation professionals. He pointed to a growing demand for expertise in technical operations, maintenance, and engineering, asserting that facility with technology is now more critical than ever.
Global Competition and Environmental Considerations
Bell observed that the race to integrate AI is not confined to individual companies but is a global phenomenon. Competitors are rapidly adopting AI technologies to secure competitive advantages, enhance efficiency, and address environmental challenges, including the rising energy demands of AI hardware. On an international scale, the White House views the AI competition with China as a strategic business endeavor aimed at securing market share and promoting American AI models worldwide.
Bulgaria’s Emerging Regional Potential
Highlighting regional developments, Bell identified Bulgaria as a country with significant potential to become a regional aviation hub. He pointed to the ongoing development of Sofia Airport and the availability of a skilled workforce as key factors supporting this growth. Bell encouraged young people interested in aviation to pursue careers in the industry, describing it as dynamic and full of opportunity.
“Aviation is a fast-growing industry with immense potential,” Bell concluded. “Those who embrace technology and customer-focused innovation will be best positioned for success.”

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