There are few airlines worldwide who aren’t trying to optimise revenues and engage customers through dynamic retailing. But creating that more personalised experience between traveller and airline is no easy feat.

Brett Burgess, President and CEO of ATPCO, believes his business will continue to play a critical role in facilitating these interactions in an age of AI:

We’ll play the role we’ve always played, helping in the background to structure those requests and responses, and also building the right technology that makes it scalable and predictable for the industry.

But creating dynamic offers that are unique to every customer is difficult when products and fares are bundled together. Technology can become overwhelmed trying to process all this information in a fare-driven world, ultimately limiting the impact of an Offer-Order ecosystem. This is why ATPCO advocate for a unified product catalogue, separating the two entities and making it simpler for the aviation industry to agree product definitions. Establishing these shared definitions not only ensures strong fundamentals, but allows airlines to become more agile, including through codesharing and interline agreements. Burgess explains:

It’s an opportunity to allow for scalability and interoperability between airlines, across airlines, and with their channel partners in a very standard way.

This common approach will not only reduce frustrations but allow airlines to build better relationships with vendors, including more seamless integration of agentic AI.

Developers who are building those solutions in the industry are not going to want to have to figure out how you define product catalogue, and how the next person defines their product catalogue. AI needs to find the easiest path and ATPCO can help provide that.

🎥 Watch the video to get the full interview with Brett Burgess.

Questions asked include:

  • Modern airline retailing means different things to different people. What does it mean to you and how does ATPCO facilitate?
  • AI is rapidly reshaping airline commerce. How is ATPCO thinking about its role in an AI-driven future, and where can you add the most value?
  • Airlines everywhere are rethinking how to structure and present their offers. Why did ATPCO conclude that the industry needs a shared Product Catalog, rather than each airline solving it independently?

Join us at World Aviation Festival 2026 to discuss the future of modern retailing.

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