How United Airlines is using AI to chart a flight plan for excellence

Strategic AI deployment: United Airlines has successfully transitioned from testing to implementing production-ready generative AI models, marking a significant advancement in the airline industry’s use of artificial intelligence.

• The airline has launched United ChatGPT, a secure internal platform for employee use, demonstrating a commitment to integrating AI into workplace operations
• An innovative external-facing large language model called “Every Flight Has a Story” provides customers with detailed, transparent information about flight delays
• The flight status AI system has already processed over 100,000 digital notifications and improved customer satisfaction scores by 6%

Technical infrastructure: United’s AI initiatives are built upon a robust foundation of cloud computing and data management systems.

• The company’s United Data Hub and “Mars” AI/ML platform serve as the cornerstone for its artificial intelligence operations
• A strategic partnership with Amazon Web Services, utilizing services like SageMaker and Bedrock, enables sophisticated AI model deployment
• This established data infrastructure has proven crucial for the successful implementation of generative AI applications

Operational applications: United has identified and begun implementing numerous practical applications for generative AI across its business functions.

• The airline has developed specialized AI models for procurement processes and manager-employee communications
• AI systems now assist in summarizing operational data during shift changes, streamlining workforce transitions
• Approximately 90 additional use cases for generative AI have been identified for future implementation

Industry context: United’s progress reflects a broader trend in enterprise AI adoption, though most companies are still in early stages.

• Gartner research indicates that organizational adoption of production generative AI has increased from 4% to 21% between March and December 2023
• Most current enterprise AI applications focus on basic efficiency improvements rather than complex transformational changes
• United’s comprehensive approach to AI implementation positions it as a leader in the transportation sector’s technological evolution

Future implications: While United’s initial successes with generative AI are promising, the true test will be scaling these solutions across their global operations while maintaining security and reliability standards, particularly as the technology continues to evolve rapidly in the coming years.