Customer experience in the era of AI : Harnessing AI and technology for a human future that works
Abstract
As the aviation sector embraces artificial intelligence (AI) and digital transformation, airports are rapidly evolving into smart, adaptive ecosystems where AI and advanced technologies are not just operational tools, but strategic enablers of a more human-centric travel experience. This paper explores how traditional metrics along with AI are being leveraged to enhance airport operations and passenger satisfaction, with a focus on Athens International Airport’s (AIA) innovative approach to customer experience. Central to AIA’s strategy is the integration of AI and digital analytics to complement traditional feedback mechanisms, enabling data-driven decision making. A standout innovation is the tool for measuring passengers’ emotional engagement, which goes beyond satisfaction metrics to uncover the emotional drivers behind traveller behaviour. Equally transformative is the i-mind programme, a pioneering internal engagement initiative designed to turn every airport employee into a proactive guardian of the passenger experience. More than a quality control mechanism, i-mind represents a cultural shift — embedding ownership, accountability and empathy into the core of airport operations and fostering a workforce that is emotionally attuned to passenger needs. Aviation professionals will gain from this paper a strategic insight into integrating traditional feedback with the latest technological advancements, a deeper understanding of emotional analytics as a next-generation metric, and a forward-looking perspective on how airports can remain competitive by aligning technological innovation with human needs. Ultimately, the paper aims to serve as a blueprint for organisations seeking to balance the integration of AI and digital transformation with traditional metrics, demonstrating that the future of passenger experience and air travel lies not just in technology, but in deeply understanding the human experience at each touchpoint through every journey. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Ioanna Papadopoulou obtained degrees with honorary distinctions in philosophy, psychology and political sciences from the University of Athens and Panteion University respectively, followed by an MSc in international studies and European economy from the University of Athens, specialising in European diplomacy, as well as a Diploma of Air Transport Studies from Cranfield University, UK and a Diploma of Strategic Marketing from Cornell University, USA. She started her career with the Hellenic Civil Aviation Authority. In 2001 she joined the Ministry of Transport, Network and Infrastructure as an adviser on civil aviation issues and held the position of President and CEO of Olympic Airways Services SA from 2003 to 2006. From 2006 to 2009 she worked for the Hellenic Civil Aviation Authority as the Chief Negotiator/Senior Expert on bilateral air services agreements and international relations. In 2009, she became Director of Communications & Marketing at Athens International Airport (AIA). Ioanna has been presented with the ‘Woman of the Year’ award by Air Transport News in 2014, the 2023 Regional Air Transport Leadership Award and the 2025 Keramianakis Award by the Hellenic Aviation Society. She served as the Chairperson of the Hellenic Aviation Society (2016–19) and since 2018 as a member of the Editorial Board of the Journal of Airport Management. Joanna is a founding member of the HERMES Air Transport Organization, as well as the Co-Chair of the Supervisory Board of the Aviation- Event (International Media & Network Platform), a member of the External Advisory Committee — University of the Aegean, Department of Tourism, Economics and Management, and a member of the Committee for the Tourism Strategy in Greece.
Marypola Kotsi has worked for Athens International Airport S.A (AIA) since 1999. During her 26-year tenure, she has successfully developed passenger feedback mechanism, turning information into intelligence to meet customer expectations. As of 2023, she has been Head of Market Insights and Customer Experience, where she plays a pivotal role in shaping the airport’s marketing and development strategy through data-driven decision making. Her work spans both aviation and non-aviation sectors, leveraging a wide array of passenger insights — from market surveys and real-time feedback to social media and internal audit tools — to enhance strategic planning and elevate the passenger experience. Marypola leads end-to-end insight management, translating customer behaviours and emotional drivers into actionable service improvements. She fosters cross-departmental collaboration, ensuring that operational, commercial and marketing teams align under a unified customer experience strategy. Her key performance indicatordriven approach supports continuous service optimisation, while tailored reporting empowers internal stakeholders with strategic foresight. As the leader of the i-mind programme, Marypola cultivates a culture of vigilance and excellence among employees. Her commitment to quality assurance, brand alignment and complaint resolution reinforces AIA’s customer-centric ethos. Previously to AIA, she spent five years as a Research Executive at Research International. She holds a BSc in business administration marketing management with focus on psychology, market research and advertising from the American College in Greece.
