United's New App Update Embeds AI from Boarding to Baggage

United Airlines has launched an update to its mobile app, integrating AI across multiple customer touchpoints, including boarding, disruption handling, personalized alerts, and real-time travel guidance.

What’s new

• The 'Virtual Gate' feature provides real-time boarding updates, showing how many passengers have already boarded.
• The United Club now recommends nearby lounges based on proximity to travelers’ gates and current capacity.
• The upgraded baggage tracking tool offers a package-delivery-style tracker, showing the bag’s real-time location throughout the journey.
• Personalized updates remind travelers of needed documents and guide them through boarding options.
• Arrival information has also been improved, providing live local weather conditions, estimated arrival times, and instructions for connecting to rideshare services directly from the airport.

AI as a differentiator

United’s approach demonstrates how companies are embedding AI directly into operational processes that affect passengers’ day-of-travel experience. The update goes beyond traditional chatbots, embedding AI throughout the user experience.

Recently, Navan launched an upgraded AI-powered booking tool that handles complex itineraries with four or five international legs, using advanced algorithms and newer data sources such as NDC airline content.

Photo by David Syphers on Unsplash