Air India is set to introduce a new In-Flight Entertainment (IFE) platform that will bring together entertainment, loyalty, commerce and travel services to passengers through the connected in-flight entertainment system. According to Chief Digital and Technology Officer Satya Ramaswamy, the airline will start deploying the new platform, developed in-house, progressively from the second half of 2027. The 'Vista Digital Platform' will be rolled out on new wide-body aircraft that will be delivered next year, with gradual introduction across the airline's wide-body fleet and Airbus A321 XLRs. As reported by PTI, this platform represents a significant technological advancement as current IFE platforms operate largely as closed standalone systems.
The new platform is designed to finally monetise the captive audience that Air India has in front of its screens during flights. As reported by PTI, Ramaswamy explained that the platform will allow the airline to introduce 'commerce-on-map' capability that could enable guests to book experiences and travel services related to destinations they are flying over or planning to visit. The platform will also feature personalisation that allows passengers to have continuity in services such as resuming a movie or programme from the same point on their next Air India flight. According to the airline's release, this patent-pending 'commerce-on-map' capability will enable a whole range of commerce-related activities, significantly boosting the airline's ancillary revenue streams. The airline's strategy also places its digital platform at the centre of the wider passenger journey, allowing services beyond the core flight experience to be accessed through the connected IFE system.
According to the airline's release, the platform will be developed using advances in modern software architecture, artificial intelligence and in-flight connectivity. This technology approach will enable the introduction of new features, services and content faster and more efficiently at a lower cost. The platform will feature personalisation that allows passengers to have continuity in services such as resuming a movie or programme from the same point on their next Air India flight. Currently, IFE platforms operate largely as closed standalone systems, making this integrated approach a significant technological advancement for the airline industry.
Air India Group has placed orders for almost 600 aircraft and less than 10 per cent of them have been delivered so far. These orders include both narrow-body and wide-body planes, with deliveries expected to continue through the middle of the next decade. The group comprises Air India and Air India Express, providing a substantial platform for the new IFE system deployment across the expanding fleet. The initial rollout is scheduled for the second half of 2027, beginning with newly delivered wide-body aircraft before being expanded across other eligible aircraft in the fleet, including Airbus A321 XLR aircraft, which are narrow-body planes with a longer range.
