IAG Loyalty / Avios

IAG is the world’s third-largest airline group formed in 2011 by the merger of British Airways and Iberia, also including BMI, Vueling and Aer Lingus.They are leading the industry in sustainability and innovation.

As the Generative AI SME, I am currently the tech owner for company’s first large-scale Generative AI project to completely restructure the customer-facing Avios points redemption process.

Background & Objectives


Many customers have accumulated Avios and companion vouchers without knowing how to effectively utilise them, leading to common challenges.

Lack of Avios and destination awareness

  • Lack of awareness about the value of rewards and redemption options.
  • Mismatch between customer preference and available redemption options.

Customer support and redemption process

  • Average wait time of ~3 minutes to speak to customer support.
  • An additional ~20 minutes spent, on average, to determine the best way to use their rewards.


To best address the challenges faced by customers, the key objectives to be met are:

  • Create an easy-to-use experience backed by GenAI to better match customers and their rewards to available flight-based redemption options.
  • Validate whether GenAI is the right solution for this problem.
  • Understand viability and what it would take to make this GenAI tool a reality.



Architect enterprise platform solutions in line with the governance framework to achieve all outlined deliverables detailed by IAGL utilising AWS, Azure and OpenAI

Stakeholder Management

Work with internal stakeholders across the management team to agree on project requirements, build the enterprise architecture, delivery plan, governance framework and technical approach


As an SME, responsible for the strategic direction of the AI tools, solutions and governance to dictate the best approach to achieving business outcomes

Security & Privacy Governance

Discussion and ideation of integrating existing architecture and security governance framework in line with company policy


AI-driven Avios Search

The new Avios broad-search tool is currently in development. The first proof point of the value Generative AI brings, is by predicting flights based on user’s search terms; then, increasing the project scope to cover all products.

Governance and Ethics Framework

A detailed Generative AI Governance framework that covers the Responsible, Ethical, Secure, Accountable and Transparent use of AI in open question-answering

Next-Phase Product Roadmap

A high level delivery plan including skills & roles required to take the project into production for the next phase.

GenAI Tech Delivery Framework

A structured approach to the tech delivery process. It incorporates various tools and methodologies to ensure that GenAI projects in IAG are delivered on time, within budget, and meets the required quality standards.

Tools & Technologies

This project branched into many varying aspects of engineering and technologies, and a few tools were used.

  • HTML5
  • CSS3 (SASS / LESS)
  • JS (Vanilla / OO)
  • React
  • Responsive
  • Mobile
  • UX / UI
  • Architecture
  • MySQL
  • Jira
  • Confluence
  • SSH
  • Bash
  • Python
  • WCAG
  • Usability & Accessibility
  • AI
  • Data
  • AWS
  • Azure
  • Tabnine
  • Gradio
  • Deepset
  • LangChain
  • Pinecone
  • LanceDB
  • OpenAI
  • Google AI
  • Meta AI
  • Hugging Face
  • ChatGPT
  • GPT-4
  • Llama 2
  • VS Code
  • Microsoft Office Suite