Virgin Atlantic
Assembly Line
Virgin Atlantic's VP of Data and AI on chatbots, transformation and enterprise astrophysics
As VP of Data and AI, Masters’ remit covers all enterprise data at Virgin Atlantic, ranging from the information generated by its commercial activity all the way to the data from engineering or maintenance teams. He’s responsible for forging the links between data and AI, focusing on “how we build the engines and algorithms”.
The airline is now on a GenAI journey which began with relatively basic use cases such as summarisation and categorisation of messages from email, web forms or other sources, which is then combined and processed in combination with its knowledge policies and procedures, as well as details of the tone of voice and other brand-related information to makes the responses of an AI model more consistent, convincing and human in tone. It was the first airline to adopt fully automated generative AI pricing technology, which is now live and being used to price selected routes. Customer service chatbots demonstrate the power of GenAI, Masters says, which offers transformative benefits for both passengers and airline staff.