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Delta Air Lines Adopts Measured Approach to NDC and AI Integration

Delta Air Lines Adopts Measured Approach to NDC and AI Integration
Strategic Collaboration and Gradual Implementation
Delta Air Lines is advancing cautiously in its adoption of artificial intelligence (AI) and the International Air Transport Association’s New Distribution Capability (NDC) standards, prioritizing collaboration and steady progress over rapid deployment. At the recent Business Travel Show America, Steve Sear, Delta’s Executive Vice President of Global Sales and Distribution, articulated the airline’s deliberate strategy. He emphasized that, much like its approach to NDC, Delta intends to take AI “on a journey,” underscoring a commitment to thoughtful integration rather than hasty implementation.
Since the official launch of NDC in 2015, Delta’s approach has diverged from that of some competitors. While airlines such as American Airlines and United have pursued aggressive NDC rollouts—occasionally reversing course—Delta has chosen a more measured and cooperative path. The airline formalized its participation in the NDC initiative last year through partnerships with Accelya and Google, becoming the last of the three major U.S. carriers to join the movement. Sear stressed the importance of partner engagement, stating, “We don’t want to push it out. We want you to pull.” This philosophy reflects Delta’s focus on maintaining channel parity and delivering a consistent experience across global distribution systems (GDS).
Emphasis on Corporate Travel and Customer Experience
Corporate travel remains central to Delta’s business model, with travel management companies (TMCs) and GDSs playing a critical role in supporting the airline’s core operations. Sear highlighted the necessity of providing a superior customer experience and tangible value for travelers, describing the airline’s approach as “intuitive.” The transition to NDC is being managed as an iterative process, with Delta collaborating closely with partners such as Accelya and Sabre to ensure a smooth migration from legacy standards like EDIFACT. The airline anticipates a multiyear period of refinement before the program reaches its full potential.
Cautious Integration of Artificial Intelligence
Delta’s prudent stance extends to its AI initiatives. Earlier this year, the airline introduced an AI assistant and has been exploring AI-driven pricing strategies. However, the use of AI in pricing has attracted scrutiny from some U.S. senators concerned about potential fare increases. In response, Delta clarified that its AI systems analyze aggregate data rather than targeting individual customers. Sear reassured stakeholders that AI is designed to augment, not replace, the airline’s workforce, stating, “It will never replace our people, and that’s really important.”
Despite initial skepticism, the market has responded positively to Delta’s approach. The airline reported strong third-quarter earnings and remains optimistic about sustained demand recovery and the potential for higher fares. While the reactions of competitors to Delta’s strategy are yet to be fully seen, the company’s robust financial performance and favorable market reception underscore its solid standing within the industry.
By emphasizing collaboration and careful integration, Delta aims to ensure that both NDC and AI deliver enduring value to its partners and customers, rather than simply pursuing the latest technological trends.

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