Virgin Atlantic has always positioned itself as a 'challenger' airline: bold, focused on experience, and looking for advantages even when size isn't on its side. Curious how they keep up? Their latest bet is artificial intelligence to speed up processes, improve products, and keep people at the center of service.

How Virgin Atlantic is using AI today

The airline did broad exploration, tested, learned, and then focused. They chose key partners, including OpenAI, and moved from small experiments to scaled programs like ChatGPT Enterprise and Codex. The results aren't promises: they're concrete improvements in productivity and passenger experience.

• Development of software: with AI-assisted tools they write and test code faster, which reduces cycles and lets them launch app features and check-in processes more quickly.

• Digital concierge: a central guide for inspiration, managing bookings, answering questions and loyalty benefits, designed to sound like the brand: warm, witty and human. It handles routine queries and hands you off smoothly to agents when a case is complex.