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Qantas to Open Product Innovation Centre in Adelaide Focused on AI and Digital Transformation

Qantas to Open Product Innovation Centre in Adelaide Focused on AI and Digital Transformation
Qantas has announced plans to establish a Product Innovation Centre in Adelaide, underscoring the airline’s commitment to advancing customer experience through artificial intelligence and digital transformation. The centre, slated to open in March 2026, will accelerate the development of digital solutions designed to enhance every phase of the passenger journey.
Supported by the South Australian Government, the new facility is expected to generate more than 420 highly skilled technology jobs within three years, bringing critical expertise in-house. Situated in Adelaide’s central business district, the centre will serve as a hub for Qantas’s technology and product development teams, including specialists in digital experience design, software engineering, product management, and data and AI.
Building Local Talent Through University Partnership
In a strategic move to cultivate local expertise, Qantas is partnering with the University of Adelaide to create graduate recruitment pathways directly into the Innovation Centre. This collaboration will provide South Australian students with opportunities to engage in cutting-edge travel technology projects, particularly in artificial intelligence and machine learning. By leveraging local talent, Qantas aims to bolster its internal capabilities, supporting both domestic and international network growth while shaping the future of digital innovation in aviation.
Enhancing the Customer Journey with Digital Innovation
The Product Innovation Centre will focus on delivering smarter, more seamless digital experiences for Qantas customers. Planned initiatives include enhancements to app functionality, streamlined check-in processes, and more efficient baggage tracking systems. Additionally, the centre will develop AI-powered solutions to assist passengers during disruptions such as flight delays or rescheduling, aiming to provide more personalized and efficient travel experiences.
Through the application of advanced technology and AI, Qantas intends to simplify the entire travel process, enabling passengers to manage their journeys more easily from booking through to arrival.
Navigating Industry Challenges and Market Impact
While the establishment of the centre represents a significant investment in technological advancement, Qantas faces the challenge of effectively integrating AI and digital tools into its operations. The airline’s success will hinge on its ability to deliver tangible improvements for customers and maintain a competitive advantage.
The announcement has bolstered investor confidence in Qantas’s commitment to innovation. However, it is expected to prompt competitive responses from other major airlines, including Delta, which may accelerate their own technology initiatives or pursue new partnerships to keep pace. The broader travel industry may also witness startups exploring AI applications, although many will encounter challenges in securing venture capital amid a rapidly evolving market landscape.
Commitment to Technological Leadership
Qantas Group Chief Executive Officer Vanessa Hudson highlighted the critical role of technology and AI in enhancing the airline’s customer experience. She described the Adelaide Innovation Centre as a landmark development in Qantas’s ongoing efforts to reimagine passenger interaction, bringing together leading Australian talent to create innovative digital products and services.
With this initiative, Qantas aims to maintain its position at the forefront of aviation technology, delivering improved services and greater satisfaction for its passengers.

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