How Alaska Airlines Is Transforming the Customer Journey With AI

Alaska Airlines is showing what CX transformation looks like when technology, operational execution, and human care move together.

In this episode of The Modern Customer Podcast, Charu Jain, Senior Vice President of Merchandising and Innovation at Alaska Airlines, shares how the company is transforming the guest experience by bringing two airline brands onto one technology platform, using AI to simplify travel planning, and giving employees better tools to deliver personalized service.

One example is the integration of Alaska Airlines and Hawaiian Airlines. Previously, guests traveling across both airlines could need two bookings, two tickets, two apps, and two places to turn for support. The shared technology foundation creates a more connected experience while preserving each airline’s distinct identity.

Preparing for this transformation required extensive testing. Alaska conducted five operational rehearsals, including one in which 150 employees acted as guests and simulated the complete travel journey.

Charu also explains how Alaska uses AI to simplify trip planning while giving employees better tools and relevant guest information. This helps reduce friction, personalize service, and support more effective service recovery.

Successful CX transformation is not about technology alone. It requires people, processes, technology, and operational preparation to work together around the guest.

Key Highlights From Our Conversation

• Creating One Connected Journey Across Alaska and Hawaiian Airlines
• Modernizing the Guest Experience Through Customer-First Innovation
• Balancing Innovation With Operational Reliability
• Driving CX Transformation Through Cross-Functional Collaboration
• Giving Employees Better Context for Service Recovery

Listen to the full episode to learn how Alaska Airlines is aligning AI, technology, employees, and operations to transform the customer experience at scale.

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