AI Service Model for an Airline Ecosystem: A Systemic Design and Thematic Approach to Service-Dominant Logic: Examining State-of-the-Art Technologies for Service Centricity

This chapter investigates the latest state-of-the-art digital service and high-tech products available for the airline cabin experience. Future artificial intelligence augmented services (AIAS) may be utilised within such emerging services to co-create values. Here, the user is regarded as the passenger and cabin crew. AIAS is an approach to digital services where AI is seen through the lens of service design thinking, that is, service centricity. AI computation and machine learning is synchronised to give more user control, quicker solutions and personalisation within cabin services. Nine representatives have been interviewed through contextual interviews. To generate contextual themes, research design allows experts to demonstrate and use the actual service or product in question, whilst the interview is being conducted in real-time. Hence, interviewees represent companies that have booths at a major expo for airline cabin interior and services. Wi-Fi connectivity, inflight digital communication platforms, AI-enabled inflight development, lighting environment and aesthetics are the major technologies at offer. Findings reveal a rather mechanistic relationship throughout the airline service ecosystem. These findings are analysed through service-dominant (SD) logic implementations at which service (human) centricity is emphasised. The technical foundations of AIAS have previously been adopted by AI advancements in the automotive industry. Thus, this study benefits any mobility sector that regard mobility as service rather than a good and aims to integrate AI technology for service centricity.