Cairo, Egypt – EgyptAir has selected Sitecore’s AI-powered digital experience platform as part of efforts to deliver more personalised customer engagement across its digital channels.
The move forms part of the national carrier’s wider digital transformation strategy and comes as EgyptAir prepares for future growth, including plans to expand its fleet by 2035. The airline is also seeking to support rising passenger demand, Egypt’s Vision 2030 priorities and the country’s broader tourism ambitions.
SitecoreAI to Power EgyptAir’s Digital Channels
EgyptAir will implement SitecoreAI, a cloud-based digital experience platform that brings together artificial intelligence, data and content management capabilities.
The platform will be used to support content delivery across the airline’s main website, country-specific websites, mobile application and social media channels.
By combining customer data with AI-powered content tools, EgyptAir aims to provide passengers with more relevant and timely information throughout their journey.
SitecoreAI’s agentic AI capabilities can also assist internal teams with content creation, adapting messages for different languages and platforms, and improving the performance of marketing campaigns.
The implementation is expected to be led by Arcsen as part of EgyptAir’s broader digital transformation programme.
EgyptAir Targets More Personalised Passenger Engagement
Capt. Ahmed Adel, Chairman and CEO of EgyptAir, said customers increasingly expect access to real-time information across multiple channels.
He said the airline’s objective is to provide that information in a way that feels more personalised to individual passengers.
According to Adel, SitecoreAI will support EgyptAir’s digital front end, including its main website, country sites and app content, helping move the airline’s passenger experience further into the AI era.
The airline expects the technology to make digital interactions more engaging while improving the overall customer journey.
AI Becomes a Bigger Part of Airline Customer Experience
The partnership reflects the growing use of artificial intelligence across the aviation sector, particularly in areas such as customer communication, digital marketing, personalisation and real-time service delivery.
For airlines, AI-powered platforms can help manage large volumes of content while adapting information to different customer segments, locations and stages of travel.
Dave Tilbury, COO of Sitecore, said customer experience remains a critical part of air travel and described the partnership with EgyptAir as an opportunity to support the carrier throughout the passenger journey.
He added that the project is also intended to contribute to EgyptAir’s wider growth strategy and help attract more international travellers to Egypt.
Supporting Egypt’s Tourism and Vision 2030 Goals
EgyptAir’s investment in AI-powered digital services comes as Egypt continues to strengthen its tourism infrastructure and attract more international visitors.
Improving the airline’s digital experience could help support this growth by making booking, travel information and customer communication more accessible and personalised across different markets.
The project also complements EgyptAir’s long-term fleet expansion plans and broader efforts to modernise its technology infrastructure as passenger traffic to and from Egypt increases.
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