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Rarely do our careers pan out exactly how we expect them to.
In the words of former Viacom President Tom Freston: “A career path is rarely a path at all. A more interesting life is usually a more crooked, winding path of missteps, luck and vigorous work. It is almost always a clumsy balance between the things you try to make happen and the things that happen to you.”
After graduating with a degree in sports management in 2009, it would have been hard to convince Dan Williams that he would go on to become the Chief Technology Officer of Aviation at Microsoft UK just 13 years later. Having bounced around a couple of sales roles in his graduate years, he began working for a recruitment firm that proved pivotal in placing him on his current career path.
“I ended up working with IT infrastructure engineers when I decided I’d quite like to be on the other end of the phone,” Williams recalls. “There and then, I made the decision to secure an education loan and obtain some
key qualifications in Microsoft technology. Having done so, I then landed my first role as an analyst for a small managed service provider based out of Watford.”
Little more than a decade and several key IT engineering, infrastructure and cloudspecialist roles later, Williams now finds himself quickly approaching the end of his second full year as a senior figure within one of the world’s most prominent tech companies.
“Coming across to an organisation like Microsoft, it was initially a feeling of both excitement and fear,” he explains. “Moving into a massive enterprise like this was one hell of a learning curve, and certainly from an industry point of view. But it was an incredible challenge – one that I was excited to take on.”
EMBRACING A FIRST-CLASS CULTURE
Unfortunately, William’s life took another unexpected turn, his mother sadly passing away in his first month of moving to the tech giant.

“It was a really trying time from a personal perspective,” Williams admits. “I’d just started a new job and internally felt I should just soldier on to some extent. My manager at the time didn’t know anything – at least until I happened to message a colleague, letting them know why I wouldn’t be able to make it to some meetings.
“It just so happened that I accidentally sent it to my manager, who jumped out of a meeting straightaway. He told me not to worry about onboarding myself and actually suggested I take the next three months off. It was initially a shock – I wasn’t expecting that kind of response from an organisation like Microsoft, particularly as I’d just joined in a senior role.
“Often, you will hear companies talk about having a great culture, but when you get into it, it doesn’t always materialise like that.
But with Microsoft, I’ve been blown away from day one.
“I remember our UK CTO openly speaking about his experience with burnout. It’s something that remains a bit of a taboo, yet he came out and made it clear that it’s important to know when to put your hand up and ask for support. Culturally, the company has surpassed all my expectations.”
CHALLENGING RESISTANCE TO CHANGE
It’s not just the company culture that has drawn Williams in, however. Indeed, an organisation like Microsoft naturally comes with the label of being an exciting entity to work for as an enterprise at the cutting edge of innovation – something that the CTO affirms is indeed the case.

Outlining his responsibilities, Williams explains that he is not directly expected to drive revenue targets. Rather, his role primarily involves progressing the strategic relationships, working to find new ways in which the company can use technology to enhance and transform the operations of its clients.
“In aviation, that can be quite challenging,” Williams reveals. “It’s quite legacy-centric as an industry. A lot of IT transformation went on in the 80s and 90s, but there’s still many on-prem mainframes the size of a house knocking around because that’s just how these companies continue to deal with ticketing systems.
“It’s heavily regulated, which makes change difficult. So much so, that a lot of the processes associated with airport operators
are still paper based. In the case of control towers, for example, paper-based documents get loaded into a little lift that gets shuttled downstairs for someone to then file them away in a big box somewhere, never to be looked at.
It’s not just regulation, however, that makes progress arguably more challenging than other sectors.
“Ultimately, my job is helping to figure out how we can support them from a technology perspective.”


“Progress in our sector faces challenges beyond regulation alone. While front-line workers have raised concerns about job displacement due to technology, it’s essential to recognise the potential benefits for staff. Rather than replacing jobs, technology and AI aim to enhance workflows and skills. Instead of being tethered to screens all day, staff can leverage technology to streamline tasks, develop new skills, and focus on innovative endeavours. By embracing technology as a tool for augmentation, frontline workers can achieve more, explore new opportunities, and contribute to further innovation in their roles.”
MICROSOFT’S AI-DRIVEN AVIATION TRANSFORMATION
While this resistance remains a challenge, Microsoft is making significant headway with several industry players, it’s work with airline operators themselves being a particularly interesting avenue of diverse technology applications.
Here, Microsoft’s partnership with generative AI specialist OpenAI is paying dividends in
several ways. Indeed, Williams explains how it has not only been used to GenAI bots that can help holidaymakers plan their itineraries but also leveraged in-house at airlines to develop smart emailing systems.
“An airline will receive potentially hundreds of thousands of emails every day, be it complaints, refunds and compensation inquiries, or booking and change of seat requests,” Williams reveals. “Typically, these are picked up by a customer service agent who might get back within five to seven days. However, these emails are now first seen by generative AI tools that can form a response which can then be reviewed by a customer service agent. In the instances this has been implemented, we’ve seen as much as two to three days being shaved off the average response time.”
Elsewhere, Microsoft has also been leveraging AI to help its clients mitigate millions of pounds in lost revenue occurring from fraudulent or incorrect claims.
Williams continues: “When your flight gets


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REVOLUTIONISING AVIATION OPERATIONS WITH GENEREATIVE AI
In the rapidly evolving aviation sector, embracing digital transformation is not a choice but a necessity.
Amidst the industry’s relentless pursuit of operational excellence, fierce competition, and ever-escalating consumer expectations, Generative AI emerges not just as a transformative force but as a beacon of innovation far beyond conventional digital enhancements. Our specialised approach for the aviation industry offers more than just an upgrade; it represents a holistic transformation of business operations, meticulously designed to meet the sector’s unique challenges and capitalise on its vast opportunities — from dramatically improving operational efficiency to dynamically scaling operations.
Streamlining Operations with a Personalised Approach
The volume, complexity and variety of customer interactions continues to grow. Traditional customer service methods can’t keep up with customers rising expectations for prompt, efficient, and personalised responses. When a leading European airline found itself inundated by a deluge of complex customer service emails, they turned to us for a solution that could maintain personalisation while enhancing efficiency. The task was formidable: manage an overwhelming volume of enquiries without losing the personal touch.
Our answer, eResolve, a Generative AI powered marvel that quickly processes customer emails, interprets their needs, and auto-generates policy-aligned, brand-specific responses.
• Tailored Contextual Interactions: eResolve employs AI to understand and respond to emails generating personalised, policy-aligned replies.
• Foster Trust through Human Oversight: eResolve flags complex issues for human intervention, ensuring every customer query is well managed.
• Cost Effective Task Completion: eResolve boosts automation, completing tasks automatically
as emails are sent through optimised workflows with downstream task automation.
eResolve has not only streamlined email response management but also turned email interactions from a daunting challenge into a strategic advantage. eResolve offers personalised multi-lingual responses, optimises workflows, and ensures data security. It’s more than a tool, adapting to new tech and integrating with existing systems and boosting efficiency while cutting cost.
With eResolve
• First response delays reduced by 90%, with thousands of emails handled daily
• Average handling time reduced from 25 to less than 5 minutes per email
• Containment increased through intent based, not first in first out, prioritisation.
• Repeat contact rate reduced through improved first-time resolution.
eResolve: Revolutionising Email Response Management
eResolve, powered by leading-edge Generative AI, is designed to revolutionise how airlines manage customer email interactions. By processing customer questions with unmatched accuracy, eResolve recommends responses that are both in line with company policies and tailored to individual customer needs, making email management a seamless and strategic component of customer service.
What sets eResolve apart is its ability to provide rapid, policy-compliant, and personalised responses, transforming a traditionally time-consuming task into an opportunity for enhanced customer engagement.
Innovative Approach for Rapid Implementation
Our ‘Proof of Concept’ (PoC) strategy underscores our commitment to innovation, allowing for quick tests and iterations that ensure swift communication interception and seamless integration with existing systems. By appending recommended responses to customer inquiries, we not only deliver immediate value but also significantly reduce organisational load, paving the way for a more feature-rich implementation. This methodology drastically shortens the time-to-value, facilitating rapid feature deployment and fostering an environment of continuous improvement.
A Fusion of Human Insight and AI Precision
At the heart of eResolve lies a human-centric AI model that embodies the perfect amalgamation of human empathy and AI efficiency. While the AI undertakes the heavy lifting by pre-processing inquiries and suggesting initial responses, it’s the human touch that refines these suggestions, ensuring they resonate on a personal level. This unique blend allows eResolve to deliver responses that truly understand and address customer needs, setting a new standard in customer service.
Upholding Privacy and Security
Throughout the development of eResolve, we have placed unwavering emphasis on the privacy and security of customer data. Our AI models are designed to function without relying on personal data, a testament to our dedication to upholding the highest standards of data protection. This commitment ensures that eResolve operates with integrity, safeguarding customer information while delivering exceptional service.
Transformative Outcomes
The deployment of eResolve has yielded transformative results for our partner airline:
• Efficiency: The processing time for customer inquiries was reduced from 25 minutes to an impressive 5 minutes per email, handling thousands of emails daily.
• Scalability: eResolve’s capability to provide personalised responses quickly has enabled the airline to cater to a wider audience more efficiently.
• Multilingual support: recognising the global nature of its customer base, eResolve offers comprehensive multilingual support, ensuring inclusivity and accessibility.
• Enhanced Decision-Making: The AI-generated ‘next best action’ suggestions have streamlined follow-up processes, improving overall operational efficiency.
• Consistency: Time-bound policies are in place to guarantee a uniform and high-quality customer experience across the board.
Conclusion
eResolve is a testament to our unwavering commitment to revolutionising customer service through the strategic application of Generative AI By seamlessly blending AI’s analytical prowess with the nuanced understanding of human agents, we’ve redefined customer interaction, setting new benchmarks for quality and efficiency in the aviation industry.
For aviation executives navigating the complexities of the digital age while maintaining a steadfast commitment to ethical standards, eResolve represents a proven, impactful solution. We extend an invitation to explore how eResolve and our suite of Generative AI tools can transform your operations, delivering not just immediate benefits but paving the way for sustained long-term value.
Empower Your Aviation Operations with Generative AI
With eResolve as a prime example, our expertise in Generative AI is reshaping the landscape of airline operations, establishing unparalleled standards in customer service excellence. Our sophisticated approach to business process reengineering empowers airlines to:
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• Empower employees and third party suppliers to be self-sufficient through curated, just in time, access to complex knowledge.
• Predict, mitigate and manage disruption through the deployment of AI-powered, customer satisfaction focused, solutions.
• Optimise Supplier Management through AI-enabled performance management, including automated tracking of service level guarantees, contract spend and invoice analysis – reducing invoice error rates and mitigating value leakage.
In a competitive landscape where operational efficiency and customer satisfaction are paramount, choosing us as your partner guarantees not just the meeting of these goals but their surpassing.
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delayed, airlines have a responsibility to the passengers to ensure they’re fed, watered and have somewhere to stay overnight while they wait to get on the next flight. Unfortunately, there are many instances where people use fake receipts, claiming they were on particular flights when they were not.
“Using something like OpenAI, we can now analyse all the flight details and the receipts coming in to detect fraudulent claims.” Williams also explains how AI is being used to analyse flight paths and historical data to find ways to mitigate delays and reduce unintended losses further, as well as highlighting its potential applications in respect to crew wellbeing.
Looking at the latter, AI can analyse reports and symptoms of fatigue among crew members to flag where interventions should be made. If there’s several cases of stress associated to a particular member of staff, for example, then avenues such as addressing scheduling can be explored to try and improve the situation.
Applications aren’t just exclusive to commercial flights either. Indeed, Microsoft’s innovation labs are currently working to develop a more intelligent and dynamic way of routing cargo flights to make them more revenue efficient, considering aspects such as fuel and load optimisation, weather patterns and the impacts of geopolitical issues on flight paths.
“I could go on,” Williams affirms. “There are millions more use cases that airlines have got in the pipeline, but their priorities are driven by several key questions: How much will it cost to build a solution? It there going to be a revenue impact? And what are the other benefits that they’ll see?”
Outlining ambitions for 2024 and beyond
With so many potential areas for incremental, innovative improvements to be made, Williams admits that juggling several spinning plates will be no straightforward task moving forward. However, looking ahead to the remainder of 2024 and beyond, he outlines several personal and professional ambitions.
“Personally, I’m really looking to further my learning journey in the aviation space,” he explains. “There are so many great minds in this area, from Bob Kwik at AWS who I’ll soon be on a panel discussion with, to other thought leaders like Glenn Morgan.
“For me, it’ll be great to continue building out my understanding and network further, and really trying to find new ways that I can make an impact in this space, whether that’s through improving customer interactions or from a government or policy perspective.
Here, Williams highlights the criticality of the sustainability agenda, describing 2050 net zero targets in the aviation sector as ambitious.
“How can I help organisations hit those targets? How can we help them improve their energy consumption and efficiency around fuel management? These are the questions I’ll be exploring actively moving forward.”
Indeed, while Williams and Microsoft’s supporting role for airlines will undoubtedly be invaluable in furthering digital transformation agendas in key areas across the industry, the CTO closes by stating that it’s not a one-way road to success. For true industry change to materialise, partnerships are pivotal.
“I’ll tell you what I tell most of my customers,” he says. “If you continue to do the same things and expect to succeed, you will fail. You might be okay in the short to medium term, but in the long term, you will be overtaken.
“Customers are being drawn towards better experiences on aircraft and in airports, and if their expectations aren’t met, then they will go to alternative providers who do meet them. So, make sure you run with it, and strive to always think about ways to improve – particularly with the travelling boom we’re now having off the back of covid.”
Indeed, the message is clear: if you stand still, you risk going backwards.