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The airline plans to use AI-powered content management and personalization to improve passenger communications across websites, mobile apps and other digital channels
EgyptAir, Egypt’s national airline, has selected Sitecore’s AI-powered digital experience platform to modernize its digital services and deliver more personalized passenger experiences across channels.
The investment supports the airline’s broader growth strategy, which includes fleet expansion and accommodating increased passenger travel to Egypt. The initiative also aligns with the country’s Vision 2030 objectives and efforts to grow its tourism sector.
Unifying Digital Content and Marketing Operations
EgyptAir plans to implement SitecoreAI, a cloud-native digital experience platform that brings together content management, data and artificial intelligence tools within a unified environment.
The platform is designed to help the airline manage digital experiences across its main website, country-specific websites, mobile application and social media channels. It supports content planning, creation, personalization and delivery across these touchpoints.
Agentic AI capabilities can also assist marketing teams with content generation, adapting messaging for different languages and channels, and optimizing campaign performance.
Delivering More Personalized Passenger Communications
The initiative aims to help EgyptAir provide passengers with timely, relevant information throughout their journeys, regardless of the channel they use.
Capt. Ahmed Adel, chairman and CEO of EgyptAir, said passengers increasingly expect real-time information across digital touchpoints. He said SitecoreAI will support the airline’s digital front end, including its main website, country-specific sites and application, as it seeks to make the passenger experience more engaging.
Supporting Egypt’s Tourism and Digital Transformation Goals
The implementation is expected to be led by Arcsen as part of EgyptAir’s wider digital transformation program.
The airline intends to strengthen its digital infrastructure as it prepares for growth in passenger demand and expands its international reach. The project also connects its customer experience strategy with Egypt’s broader ambitions to develop tourism and advance Vision 2030.
Dave Tilbury, chief operating officer at Sitecore, said the partnership will help EgyptAir use AI-powered digital experiences to engage passengers throughout their journeys and support the airline’s growth plans.
The deployment reflects the growing role of digital experience platforms in the aviation sector, where airlines are investing in connected content, personalization and more consistent communications across customer touchpoints.
