How Air India builds customer trust in the agentic AI era.

In the era of AI, especially with agentic technologies, I believe that the future of marketing is agentic because it brings you an enormous amount of power to do things that were never possible before, and that opens up enormous possibilities for marketing.

We need to make sure that the data privacy of the customer is protected at all costs. If you do all the governance things surrounding the use of AI, that automatically creates a lot of trust from the customer to us, and the trust is the most valuable commodity or a characteristic in our business.

In Air India, we have a generative AI virtual assistant we call AI.g. We can use AI to tailor the offering for them and what we are also looking at is using agentic AI to create an agent on behalf of the customer. So, every single customer that we know, especially the loyalty customers, will have their own personal agent sitting within Air India, and it is always looking out for the customer.

With the pace at which the current agentic technologies are developing, the agents are developing the next generation of agents. That is a compounding effect that is happening. I think all of this will end up resulting in capabilities that are almost magical to think of, in terms of the end-user experience. And I think it is coming.