Alaska Airlines Tests AI for Loyalty and Flight Search

Alaska Airlines is testing an AI-powered flight search tool meant to inspire travelers during the early stages of trip planning and help them redeem loyalty points.

The tool allows users to ask for suggested flight destinations based on general topics of interest, such as a whale-watching beach or a wine-tasting vacation. And – this is new – it allows users to search for flights that they can purchase with specific amounts of loyalty points. 

Several airlines have said they are working on similar AI tools, but few have released anything yet, especially one that accommodates questions about loyalty points. 

It’s an early step toward a long-term goal of helping travelers with more than just shopping for specific flights, according to Natalie Bowman, managing director of product and digital experiences for Alaska Airlines.

“A travel experience that focuses more on your end-to-end travel journey is where we want to go. For us, it's really putting our loyalty