How KLM’s Airmail innovation blends AI and human expertise to deliver personalized travel content
(NEWS) AMSTELVEEN, the Netherlands, 2025-Sep-12 — /Travel PR News/ — KLM has unveiled its latest innovation in digital marketing with the official launch of Airmail, an AI-powered newsletter tool designed to deliver personalized travel inspiration and offers at scale. Developed in partnership with LiveWall and Cape, the platform enables local KLM marketing teams across 65 global markets to quickly create tailored newsletters in line with the airline’s brand guidelines. With nearly 60 destinations and five themes to choose from, ranging from culinary experiences to cultural getaways, Airmail helps KLM connect with customer interests in a more direct and engaging way.
After a pilot phase earlier this year, Airmail has already proven its effectiveness, with 50 editions reaching 6.3 million customers since its August launch. The tool has reduced newsletter creation time by 90% while maintaining consistently high customer satisfaction. Looking ahead, KLM’s long-term vision is to build a fully automated and personalized email journey that adapts dynamically to travelers’ individual needs without compromising quality. While automation drives efficiency, human oversight ensures accuracy, cultural relevance, and alignment with KLM’s trusted standards.
For KLM, Airmail represents more than a technological step forward—it underscores the airline’s enduring focus on customer-centric innovation, combining over a century of travel expertise with AI capabilities to make communication more relevant, efficient, and inspiring.
KLM’s innovation with Airmail reflects a wider industry shift, as other travel platforms also explore the potential of AI to transform customer engagement. Agoda, for instance, has just launched its first-ever brand campaign in Singapore using AI-generated commercials to highlight its flight offerings. By leveraging cutting-edge generative AI tools such as Google Veo, Runway, and Kling AI, Agoda created every visual element of the campaign while keeping ideation and voice-over in-house. The initiative, which follows successful AI-driven efforts in India, underlines how AI is rapidly becoming a cornerstone of travel marketing—helping companies like Agoda and KLM deliver more personalized, creative, and impactful ways of connecting with travelers worldwide.
