site.btaArtificial Intelligence to Transform Aviation Industry, Aviation Expert Michael Bell Tells BTA

In an interview for BTA conducted on Tuesday, aviation expert Michael Bell, Senior Client Partner in the Civil Aviation Practice at the global consulting firm Korn Ferry, discussed how artificial intelligence is reshaping the aviation industry across both revenue and cost dimensions. For airlines, AI enhances customer targeting, personalizes pricing, and drives profits through non-ticket sales, while airports are using AI and robotics to streamline operations and improve passenger experience. Bell stresses that AI is simply a tool, and familiarity with it helps overcome fear and resistance, particularly among older generations. Looking to the future, he highlights the growing importance of tech fluency and customer-centric thinking for aviation professionals. He also sees strong potential for Bulgaria to become a regional aviation hub, citing Sofia Airport’s development and the country’s skilled workforce. His advice to young people interested in aviation is to follow their passion, because aviation is a dynamic, fast-growing industry full of opportunity.

Following is the full interview.

How is AI transforming the aviation industry? Can it replace humans?

It’s transforming it in a number of different ways, I would say, both on the revenue and on the cost side of aviation. Of course, it depends whether we’re talking about an airline, or an airport, or an aviation service company.

For airlines, I think they’re seeing huge opportunity on the revenue side: capturing customer information, interpreting that, presenting opportunities to sell more to the customers. Airlines nowadays are making a lot more money selling things other than the airfare, and that’s a huge opportunity for leveraging AI in that regard. I’d even say pricing and revenue management—using AI to tailor pricing to the individual versus just more generally.

On the cost side, both in airlines and airports, there’s ample opportunity in areas such as turning airplanes around on the ramp in a more efficient manner; using robotics in the delivery process of goods and services in the airport; and improving the processing of passengers through the airport system. This is one of the things passengers look for the most: “How can I get through the airport as efficiently, quickly, and as safely as possible?” What airports have found is that if they can do that more quickly, people feel more relaxed—and they spend more money when they’re in the airport, which is, of course, what airports want at the end of the day. So there are lots of opportunities.

Should people be afraid of AI?

I think it’s about getting people to use it. […] I come from a baby boomers'. We didn’t grow up with AI—but now that I’m using it as a tool, my apprehension over AI is reduced. I see it’s a tool—that’s all it is. So yes, helping people overcome fear by usage.

What skills will be most valuable for aviation professionals in the next decade?

Certainly, the facility with technology is more important. I’ll give you an example from recruiting in technical operations or maintenance and engineering. Where I come from, the background people needed to have was being a mechanic. Now it’s about: “How do I maintain airplanes efficiently using technology?” Those are two very different skill sets. So I would say use of technology, for sure.

I think, customer orientation—but in the following way: We tend to think, for example in airlines, about just selling tickets to fly. This is not where airlines are making their money today. They’re selling everything else. They’re making money on credit-card relationships, on their loyalty programmes, on redefining what constitutes what they can sell to a customer. So that broader definition of owning the customer, understanding the customer, and selling more to that customer—these are the kinds of skills that leaders are looking for, whether it's airlines or airports.

What potential do you see for Bulgaria in the aviation market?

I think you have a tremendous opportunity. When I see the plans for Sofia Airport, I think you have an opportunity to build a very strong regional hub here—with the airlines that are serving here, with the infrastructure that is coming into place. And I think with a country that remains, in my mind, relatively undiscovered. I love visiting new countries. It’s my first time in Bulgaria, and I’m very curious to see what’s here, but I’m very impressed by the technology and the investment in people going on in this country.

So I think you have an opportunity to build an expertise in aviation that maybe some of the other countries in your region don’t have. You already have strong presence—Lufthansa Technik at the airport is a big employer, and they’ve clearly seen the benefit of an educated workforce. I think you’re on the cusp of something big.

What advice can you offer to young people who dream of being part of aviation?

I would recommend that you try it, because for me—and for others, like Jesus [Caballero, the CEO of SOF Connect, which holds the concession of Sofia Airport], who was on the panel with me today—it’s a passion. When I was a young kid, I played with model airplanes in my mother and father’s basement, and now, working in the industry, I’m still playing. It’s because I have a passion for the industry. I worried a little bit about merging my passion—my hobby—with my work, but I found it’s the perfect marriage of the two.

If you have a passion for the industry, pursue it. When you wake up in the morning, you’re not going for money—you’re going because you’re fulfilling your dream. That’s what I tell people: if you have a dream, follow it. Aviation is very exciting and high-growth. Look at what happened—after COVID, people thought the industry would be dead. It rebounded much more strongly than anyone ever thought, and it’s going to continue to do so.