KLM Updates Newsletters with AI to Deliver Travel Insights
KLM officially launched its AI-powered newsletter tool, Airmail, in August 2025 to help streamline communications with customers. The project began as a pilot in February and demonstrated strong performance before its wider rollout. Since the official introduction, more than 50 newsletters have been distributed to an audience of 6.3 million people. According to the airline, the time required to prepare each newsletter has been reduced by 90 percent.
The system is designed to support KLM’s 65 local teams worldwide, who often work with different destinations and audiences. Nearly 60 options are available and grouped into five themes:
- City
- Culinary
- Nature
- Beach
- Arts and culture
This structure makes it possible to tailor content more effectively to the interests of different traveler groups. Although automation drives the process, each edition is reviewed by staff to ensure factual accuracy and cultural sensitivity.
“AI is a tool that helps us move forward - not why we do marketing, but how we can do it smarter, at scale, and with greater impact. Airmail is the first step in that journey, combining KLM’s longstanding commitment to customers with the power of AI to make travel more personal, relevant, and engaging."
For those planning trips, the introduction of Airmail means receiving information that is more relevant to personal interests. Newsletters can now emphasize destinations and topics that are more relevant to those planning trips, rather than providing broad updates. Whether interested in food experiences, cultural events, or nature escapes, recipients are expected to see content that reflects these preferences in a clearer way.
The efficiency of the tool also has a direct impact on travelers by speeding up communication. Reduced preparation times allow newsletters to reach readers more often, offering up-to-date information on destinations and travel options. This allows travelers to get updates that are both tailored to their interests and sent promptly, helping them plan upcoming trips more effectively.
The broader significance of this development is in how airlines adapt digital tools to improve customer communication. Using both AI automation and human checks ensures timely and reliable information, qualities that readers rely on when organizing travel plans. KLM has also expressed the ambition to develop a fully personalized communication journey in the future, which could result in updates that respond even more directly to the needs of individual travelers.