Iberia Unveils AI Assistant on ChatGPT to Inspire, Guide Travelers
Iberia has introduced a new digital travel companion, Iberia GPT, a conversational assistant powered by artificial intelligence (AI) and hosted on ChatGPT. The tool is designed to help users plan trips, discover destinations, and receive personalized recommendations based on interests, budgets, and travel preferences.
To access the feature, travelers can search for “Iberia” or “Iberia GPT” in ChatGPT’s “Explore GPTs” section. The airline describes this tool as “an exploratory space” meant for inspiration and guidance, rather than a formal customer service channel. Users can interact with Iberia GPT by sharing travel ideas or goals—for instance, asking about trips to Mount Fuji, and receiving flight options tailored to their request, including cheapest fare suggestions and direct links to book with Iberia.
Among its capabilities, Iberia GPT offers flexible flight searches, multi-destination planning, and budget-aware suggestions, creating a seamless planning experience from the earliest stages of trip dreaming. According to Nacho Tovar, director of innovation at Iberia, “this initiative reflects Iberia’s commitment to innovation and improving the customer experience.”
The launch of Iberia GPT aligns with the airline’s broader digital transformation strategy. This week, Iberia also announced a multi-year partnership with Amazon Web Services (AWS) to further expand its use of AI. The collaboration focuses on building AI-enhanced customer service agents and transforming the contact center experience through behavioral analysis, with more than ten generative AI agents already in development.
These developments build on Iberia’s Innovation Hub, launched in April 2024, which aims to explore emerging technologies and address key challenges in the aviation industry. The growing use of generative AI tools in travel is part of a wider trend—just months ago, Swifty, another AI assistant, began testing conversation-based booking with Swiss International Airlines, backed by Lufthansa Innovation Hub.
Iberia GPT signals a new era in digital travel planning, offering travelers an intuitive, AI-driven tool that brings inspiration and convenience together in one conversation.
