KLM wants to further explore the potential of AI, not only for innovation, but also to create meaningful and positive effects for customers and make travel more accessible, fun and personal. This is what VP Digital Marketing Kevin Duijndam says at Emerce TV.
More than fourteen years ago, it was the volcanic eruption in Iceland that grounded planes in Europe. The next crisis came ten years later when flying was not possible due to corona. In both cases, KLM was forced to tap into new customer contacts, especially through social media.
The airline also conducted several experimental projects to understand the potential of AI in digital marketing.
As understanding of AI grew, the focus shifted from experimentation to practical applications, with the aim of improving the customer experience.
Earlier this year, KLM launched a new travel inspiration platform called Ask Atlas. The platform uses artificial intelligence (AI) to offer KLM travelers personal inspiration and can provide more than sixty thousand different AI-generated travel tips. Ask Atlas was developed by Born05 and Ace AI Studio, two labels of the Ace agency group.
KLM also used AI for a video campaign in which the first ever short-haul Airbus aircraft was received at Schiphol. The Airbus A321neo replaces the older Boeing 737s. ‘In that video you can see that the plane was transported by truck. That didn’t happen, but if we had wanted to say this in a staged way, we would have had to budget for large budgets.’
KLM has also recently started using AI to send personalized emails.
“We are not interested in being the first with these types of applications, but there must be room to experiment and learn from them,” Duijndam explains. ‘Nowadays you often don’t even have to develop them yourself, but you can use existing models that are not expensive.’
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Source: www.emerce.nl
