LATAM Airlines Group has announced the beta launch of its new artificial intelligence–powered virtual travel agent, a tool designed to transform how passengers explore, plan, and book their trips. Already tested by more than 52,000 people, the platform represents a significant step in the airline’s digital transformation strategy.
Starting in April, the AI travel agent will be available to all registered users in Chile through LATAM’s app, and by June it will expand to Colombia, Peru, and Ecuador. Travelers will be able to use it to discover destinations, organize activities, and receive personalized flight quotes.
The system leverages user preferences and travel history to suggest destinations, recommend activities, and find the best flight options, including price comparisons and mileage-based quotes. For example, passengers can ask questions such as “What’s the cheapest date to fly to Miami in January?” or “What activities can I do in Cancún?”. According to LATAM, the tool is constantly evolving, fueled by feedback from early users.
“This project reflects the journey we are undertaking at LATAM to incorporate artificial intelligence and digitalization as an integral part of our service. More than a technological tool, the virtual agent is a demonstration of how we want to improve the passenger experience with more personalized, simple, and connected solutions tailored to real needs,” said Juliana Ríos, VP of Digital and IT at LATAM Airlines Group.
Over the past month, users have explored multiple features of the AI platform, including itinerary planning and flight pricing. The most searched destinations during this period were Lima, Santiago, and Rio de Janeiro.
Behind the scenes, the project was developed by a dedicated team of 10 LATAM professionals working in collaboration with Google engineers. In just three months, they brought to production a generative AI solution powered by Google’s Gemini and Vertex AI, supported by LATAM’s curated content database and the airline’s extensive flight network—the largest in South America.
With this launch, LATAM is positioning itself at the forefront of innovation in the airline industry, bringing passengers closer to a seamless, intuitive, and AI-enhanced travel planning experience.