b'114 INDUSTRY INSIDERThe Most Powerful ToolYou Arent Using (Yet)Attendees of the recent AXNcan touch on and improve virtually every conference could be forgivenaspect of the airport experiencebothJoe Waller is the if they thought they hadtraveler facing and back of house. Herechief revenue officer inadvertently wandered into a technologyare a few examples: of FetchyFox, a conference rather than a forum dedicatedcompany that Terminal optimization throughcreates AI-powered to the customer experience and airportsophisticated analysis of passenger concessions. The hot topic at thedigital infrastructure movements and behaviorfor airports. Waller conference was the critical importancepreviously served of digital technology as opposed to theAn intelligent digital marketplace that improves customer satisfactionas chief executive more traditional discussions of retail andofficer of Pacific Gateway and in senior restaurant trends. This started with thewhile at the same time reducing orleadership for both HMSHost and keynote speaker and continued throughouteven eliminating queuing, increasingWestfield. While at HMSHost, he led the the day in session after session.labor efficiency, maximizing revenuesteam that created the first mobile app for and margins for operators. Individualfood ordering and delivery, which in 2012 While the focus on digital technologyelements can include: the National Restaurant Association may have been unexpected for somenamed one of the most significant attendees, it should not have been aQR code-activated menus that are personalized based on an individualinnovations in the restaurant industry. surprise. In recent months, leaders in virtually all industriesincludingcustomers preferences and our ownhave come to realize thebehaviors as well as the operatorslearning to be effective. Simply collecting tremendous power of digital technologycurrent inventory data is useless, and a waste of both and, specifically, artificial intelligence T ools for operators that automaticallymoney and time. You need AI to turn that (AI). Indeed, in September, ACI-Worlduse dynamic real-time data to informdata into a valuable resource.published the Digital Transformationcustomers how long it will take toSecondly, an AI-powered digital Handbook, which had this bluntprepare their ordersmarketplace is a win for travelers, recommendation for airport operators Menu throttles that maximizeconcession operators and the airport. struggling with lower revenue and changing traveler expectations: Increasethroughput by automaticallyRoughly one-third of Amazons revenue investment in digital technology inremoving high-labor products fromis the result of AI-generated personal order to leverage data analytics,the menu when the location isrecommendations. Old school digital increase intelligent automation andoverwhelmedmarketplaces that do not utilize AI will optimize efficiency. Security line forecasting that allowsunderperform both from a customer travelers to know how long it willservice and revenue standpoint.So, why is ACI-World advising airporttake to get through TSA checkpointsLastly, and perhaps most importantly, executives to follow the lead of globalwell before they get to the airportit is crucial for airport operators to companies as diverse as Chipoltleand sends notifications if that time isrecognize that AI-powered digital and Ikea by increasing spending onexpected to changeinfrastructure is a tool that virtually all of AI-powered digital infrastructure? Thetheir stakeholders can use. Engage those answer is simple once you understand Targeted traveler loyalty programs what AI can do. When many executivesthat include cross marketing stakeholders early in the process and hear the phrase data analytics theyeducate them about how they will benefit That list is a tiny fraction of the waysfrom this powerful technology. think of Excel spreadsheets, pivotAI can improve the airport experience for tables or having someone crunch theboth travelers and operators.Artificial intelligence/machine numbers. However, AI (or machinelearning is a proven tool that can help learning as those in the industry prefer toAirport executives looking to build theirexecutives make informed decisions, call it) is to Excel what the Wright Flyer isdigital infrastructure should bear in mindimprove efficiency and maximize to state-of-the-art jets.three critically important factors. First ofcustomer satisfaction. As such, it all: Modern, functional digital infrastructureshould be considered a critical piece of What specifically can AI do? A properlymust include sophisticated AI/machineinfrastructure for modern airports. architected AI-powered digital platform May | June 2022AirportImprovement.com'