Amadeus elevates its AI game

With decades of research behind it, Amadeus is now harnessing Artificial Intelligence (AI) to enrich the traveller’s journey and the agent’s role. In an exclusive conversation with TRAVTALK, Ernesto Sanchez Beaumont, MD, Amadeus Gulf, sheds light on how AI is being layered into existing systems, improving efficiency and redefining how agents interact with travellers.

TT Bureau

How is AI reshaping the role of travel distribution platforms like Amadeus?

AI is becoming a smart layer that enhances travel distribution platforms rather than replacing them. It allows us to automate tasks, personalise results and support agents in offering better, faster services to travellers.

In what ways is Generative AI improving travel agency workflows?

GenAI enables natural language interactions with systems like the PNR, and tools like fare rules analysers help agents find optimal pricing instantly. This boosts productivity and customer satisfaction.

What impact is AI having on the relationship between agents and travellers?

It makes the experience more personalised and efficient. Agents can spend less time on manual searches and more time offering expert advice and customised recommendations.

Will AI eventually replace the need for travel agents?

Absolutely not. AI supports and enhances the agent’s role. By automating routine tasks, it allows them to focus on creative and strategic service delivery.

How does Amadeus ensure AI solutions remain aligned with its core GDS infrastructure?

We build AI as an added intelligence layer on top of our existing platforms. It integrates seamlessly, adding value without disrupting the trusted systems agents rely on.

How is AI helping airlines and travel brands tailor their offerings?

AI powers dynamic pricing models and personalised landing pages, offering travellers more relevant content and pricing based on real-time behaviour and preferences.

What is next for AI in the travel distribution ecosystem?

We will see greater traveller-centric solutions — smarter searches, deeper trip insights and more seamless post-trip engagement. The future lies in AI-powered, human-driven travel experiences. We at Amadeus are constantly exploring GenAI possibilities. We have research teams of AI specialists and data scientists implementing and experimenting with different use cases, as well as product development groups applying this evolving technology.