Adobe Summit: Virgin Atlantic's AI Concierge and the Future of Travel

What does it actually take to move from AI experiments and pilot projects to real business outcomes that customers can feel?

At Adobe Summit in Las Vegas, I sat down with Neil Letchford, Vice President of Digital Engineering at Virgin Atlantic, to talk about how the airline is doing exactly that. While many organizations are still debating ROI, governance, and where agentic AI fits into the customer journey, Virgin Atlantic has already launched an AI concierge that is actively helping customers book holidays, find answers faster, and create a smoother travel experience from the first search to stepping onboard the aircraft.

Neil shared how a proof of concept built in just two months evolved into a live multi-agent system that now helps customers plan trips, book holidays, and move seamlessly between digital channels and human support when needed. We talked about the importance of "knowledge over data," why observability and model evaluation matter when deploying AI at scale, and how the team built trust internally by focusing on real customer pain points rather than chasing shiny technology trends.

What stood out most was how Virgin Atlantic has kept its famously human customer experience at the center of every decision. This is not automation for the sake of efficiency. It is about using AI to strengthen relationships, preserve brand personality, and create better outcomes for both customers and the business. From personalized holiday planning to agent-to-agent interactions that may soon redefine travel booking, this conversation offers a practical look at what happens when AI moves beyond theory and starts delivering value today.

If you want to understand what agentic AI looks like in the real world, and why the companies moving early may gain a serious advantage, this is an episode you do not want to miss. What would AI need to do in your business before you would trust it to take the lead?

Useful LInks

• Connect with Neil Letchford
• Learn more about Adobe Brand Concierge
• Check out Virgin AI Concierge

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