Air India is preparing to transform its passenger experience and unlock new revenue streams by launching an integrated in-flight platform. The new system will bring together entertainment, loyalty programs, e-commerce, and travel services directly through the airline's connected in-flight entertainment (IFE) screens.

Developed entirely in-house, the platform will begin progressive deployment in the second half of 2027, according to Satya Ramaswamy, Chief Digital and Technology Officer, in an interaction with PTI.

Dubbed the "Vista Digital Platform," the technology will debut on new wide-body aircraft scheduled for delivery next year. Following the initial launch, Air India plans to extend the upgraded IFE platform across its entire wide-body fleet, as well as on its Airbus A321 XLRs—narrow-body aircraft designed for long-range operations.

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Unlike traditional IFE platforms, which typically operate as closed, standalone systems, the new platform leverages advanced software architecture, artificial intelligence, and real-time in-flight connectivity. A release on Tuesday noted that these advancements will allow Air India to roll out new features, services, and content faster and more efficiently at a lower operational cost.

Highlighting the economic potential of the platform, Ramaswamy noted that a wide variety of commerce activities will be accessible to passengers on board.

"It (new platform) allows us to finally monetise the captive audience that we have in front of our screens (in flight)," Ramaswamy stated.

Among its standout features is a "patent-pending 'commerce-on-map' capability that could enable guests to... book experiences and travel services related to destinations they are flying over or planning to visit," the airline revealed.

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Additionally, the platform will deliver enhanced personalization. For instance, passengers will enjoy continuous viewing options, allowing them to resume a movie or show from the exact point they left off on a subsequent Air India flight.

The digital push coincides with a major fleet expansion for the Air India Group- comprising Air India and Air India Express. The group has placed orders for nearly 600 narrow-body and wide-body aircraft, with less than 10% delivered so far. Deliveries are scheduled to continue through the middle of the next decade.