Aeromexico AI & Chatbot Project

January 2017Aeromexico Digital Innovation

Status Update to P12

• In 2015, Aeromexico launched a large, innovative e-commerce area

• Insourced day-to-day content, design, programming, digital marketing, social media

• Staff went from 5 to over 80• Delivered in 2016:

– New website designed by Work & Co (Virgin America, Facebook, Target, TripAdvisor sites)

– Our first API, built in-house, powering all channels– New digital look and feel– New check-in kiosks– Chatbot and AI: the logical next step

• Doubled our Web penetration in two years• Aeromexico is the best Latin American airline in

e-commerce and among the world’s top ten in digital innovation

About Aeromexico Digital Innovation

Our Artificial Intelligence and Chatbot project is winning awards!

Press Release Dec 6, 2016 – articles in leading national business dailies El Financiero and Milenio

AMIPCI (MX Internet Assn) 2 awards on Dec. 1, 2016:“Best project in the Travel vertical”“Best project in the Technology category”

*although they didn’t quite understand what Messenger or a chatbot are…

First airline in the Americas with a

bot

Current partners in this Aeromexico project

Yalo(AI/chat startup)

Guatemala & Mexico Citywww.yalochat.com

Javier Mata

VisaInnovation Center

Latin AmericaMiami

Filomena Ruffa

AeroméxicoMexico City

Digital Innovation

Brian Gross

What elements does the project consist of?

• Virtual assistants (Alexa, Google Assistant, Siri)

• Voice platforms (Echo, Google Home, Android, iOS)

• Chat with bots and human agents• Messaging apps like Facebook Messenger

+ Artificial Intelligence

Why chatbot now?• Answer customer questions and sell – automatically,

better, cheaper• New channel for sales – different audience• Be present where our customers love to “hang out” –

messaging and social media– Note that unfortunately Whatsapp, by far the most popular

messaging tool in Mexico, does not support high volume B2C • Repeat success of WeChat China

Why this project going forward?• Artificial Intelligence – get into the game• Prepare for sales/service by intelligent assistants and by voice

(e.g. Kayak is already present on Google Home)

What can a chatbot do?Now:• Ticket sales & confirmations• Track flights• Some FAQFirst AI release:• All questions about flying

with us• Baggage policies, track lost

bags• Working at Aeromexico• Customer complaints and

complements• Ticket office locationsFuture:• Change flights• Check in• Deliver boarding pass

Phases of the projectSeptember 2016 February 2017 More frequent sprints with incremental functionality…• Bot driven by menu

options:• Flight search• Flight tracking• Info on luggage policy

et al.• Integrated customer

service agents when needed

• Flight options and complete booking in Messenger except payment• Payment only at

AM.com

Artificial intelligence:• Users can ask

questions in natural language• System learns

• Payment in Messenger with Visa Cybersource

Pre-flight• Upgrade & ancillaries• Check-in reminder• Check-in• Boarding pass• Gate alert• Flight delay alert• Integrate Salesforce

Service CloudKnowledge Base

• Integrated sales agents• Replace old sales chat

app