Malaysia Airlines Deploys AI to Manage Campaigns Across Diverse Regions

Malaysia Airlines extends its partnership with Kingdom Digital to deploy creative automation, slashing production times while localizing ads across 20 countries.

Malaysia Airlines has recently extended its partnership with Kingdom Digital, which serves as the creative automation agency for the airline since July 2024. The airline uses this method to decrease expenses and time costs for creating local advertisements while increasing its ability to launch international campaigns. With a single campaign often requiring several edits for particular regions and formats to resonate with target audiences, automation helps streamline the process by creating variations using templates and data inputs.

Furthermore, Kingdom Digital’s Digital Creative Automation Model is expected to reduce production turnaround times by up to 80% while keeping humans at the center of operations through a “human-in-the-loop” approach at the same time. Combining automation with human review, this setup enables teams to simultaneously retain creative control and update messaging, pricing, and formats across channels at the same time. In this manner, delays can be reduced when campaigns need to be updated quickly. Also, localization of campaigns is an essential component of an airline’s marketing strategy due to differing routes, promotions, travel behavior, and differences between domestic and international travel. Malaysia Airlines spreads its campaigns in over 20 countries by producing multi-language creative assets using static HTML5 and video formats.

Moreover, the airline uses automation technology to enhance its entire production workflow instead of using it as a separate tool for the marketing staff members. Additionally, airlines are well-poised to support automation efforts with the required datasets since they already collect vast amounts of customers’ information, including personal details, loyalty programs, and digital interaction insights. Thus, marketing teams are transitioning towards creating systems that generate several variations. According to CIO Bulletin, Malaysia Airlines’ automation push will provide a fillip to its efforts in solving operational challenges while unlocking new creative potential.