With airlines struggling to grow capacity and facing mounting pressure to maximise revenue per passenger, this conversation with Surain Adyanthaya, President – Global Industries at PROS explores how offer optimisation, dynamic pricing, and Agentic AI can unlock new opportunities to grow revenue in a challenging market.
Beginning with an review of the industry’s offer and order transformation, Adyanthaya summarised that although offer management has begun generating tangible value for airlines, order management is still in the proof of concept phase and will “take a little longer” to develop. Despite the slower progress with orders, he expressed optimism and confidence in the changes the industry has seen recently.
Speaking on Agentic AI, a topic that Adyanthaya has previously described as harbouring the potential to take the autonomy to an “entirely new level,” he explained:
“You have autonomous decision-making AI agents that are continuously consuming data, and, based on the data and the patterns and trends that they see, they can independently take action. If it sees event data coming in for a particular destination, it can make micro adjustments to the demand forecast, or the prices and offers. These agents will be very powerful and be a key to future offer optimisation.”
To learn more on the above and find out about the industry’s greatest roadblocks when it comes to dynamic pricing, watch the full interview below.
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Questions asked include:
- 2025 will be yet another year of the industry’s offer and order transformation. How would you describe this stage of the evolution? And how optimistic are you for the progress we’ll see this time next year and beyond?
- Where are we seeing the greatest roadblocks with dynamic pricing, and if these can be overcome, how significant with dynamic pricing be to the industry’s wider transformation?
- You recently shared a blog post on Agentic AI – can you discuss your thoughts around that and how you expect that to change or further modernize airline retailing?
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