TLDR: Air India, in collaboration with Adobe, has embarked on an ambitious technology-first transformation, rebuilding its digital infrastructure in just two years. This initiative, highlighted at Adobe SUMMIT India 2025, focuses on enhancing customer and employee experiences, streamlining operations, and leveraging advanced digital solutions, including AI, to re-establish Air India as a leading global airline. The airline was recognized as the 2025 Adobe Experience Maker of the Year for its efforts.
Air India is undergoing a significant digital transformation, partnering with Adobe to revamp its customer experience, operations, and employee tools. This ambitious undertaking, initiated after the Tata Group reacquired the airline in early 2022, aims to reposition Air India as a customer-focused, digitally-enabled global carrier within a five-year plan. The transformation was a key highlight at Adobe SUMMIT India 2025, where Air India was honored as the global Adobe Experience Maker of the Year 2025, a first for any Indian airline.
Dr. Satya Ramaswamy, Air India’s Chief Digital & Technology Officer, emphasized that the transformation is not merely a buzzword but a ‘pressing, holistic, systemic realization.’ He noted that in just two years, Air India has rebuilt over 140 systems, deployed new digital channels, and implemented a first-of-its-kind Generative AI chatbot, alongside early adoption of agentic AI. This rapid overhaul has been central to leapfrogging legacy constraints and becoming a data-driven, experience-first airline.
Adobe’s integrated solutions, including Experience Manager, Campaign, Journey Optimiser, Analytics, and the Real-Time Customer Data Platform, provide the unified digital infrastructure connecting various aspects of Air India’s transformation. According to Dr. Ramaswamy, the collaboration with Adobe extends beyond technology, with a shared vision and deep collaboration. He highlighted the passion of Adobe’s team, led by Prativa Mohapatra, Vice President and Managing Director of Adobe India, stating, ‘We work like one team, one mission.’
The digital transformation encompasses three critical areas: customer experience, revenue excellence, and employee experience. Air India has leveraged Adobe’s suite to drive campaigns towards employees and improve internal channels, such as employee portals and mobile apps. The airline’s mobile app, boasting a 4.8 rating in the App Store, is cited as an example of their commitment to aesthetic, data-driven design. The company has also achieved high match rates (85-90%) in reaching end-users through paid campaigns, powered by a structured, automated, and template-driven backend.
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This journey is characterized by industry experts as the ‘Mount Everest of corporate turnarounds,’ aiming to restore Air India to its former grandeur as a model international airline. The partnership with Adobe is pivotal in enabling Air India to deliver seamless traveler experiences, from booking to post-arrival, and future trip planning, ultimately striving to become the world’s most technologically advanced airline.
