AI-Driven Cultural Personalisation in Aviation Marketing: Transforming Airline–Passenger Engagement

Abstract

The rapid adoption of Artificial Intelligence (AI) in the aviation industry is transforming how airlines communicate with and attract global passengers. This study explores the role of AI-driven personalisation in airline marketing and its implications for culturally diverse consumer segments. As international air travel connects passengers from different cultural backgrounds, airlines increasingly rely on machine learning algorithms, predictive analytics, and recommendation systems to tailor marketing messages, pricing strategies, and service offerings. This paper examines how AI technologies analyse passenger data—including travel history, digital behaviour, and cultural indicators—to generate culturally adaptive marketing content that enhances customer engagement and brand loyalty. Drawing on theories of cross-cultural marketing and digital personalisation, the study investigates the effectiveness of AI-powered marketing strategies in improving passenger satisfaction and trust in airline brands. It also considers ethical concerns related to data privacy, algorithmic bias, and cultural profiling in automated marketing systems. Using a conceptual framework supported by emerging industry practices in global aviation, the research highlights how culturally responsive AI marketing can reshape airline–passenger relationships in the digital era. The findings contribute to interdisciplinary discussions on technology, culture, and consumer behaviour, offering insights for airlines seeking to balance technological innovation with culturally sensitive marketing practices.