Air Serbia was the first airline to price with Sabre's AI offer tool
Air Serbia became the launch customer for Sabre's Air Price IQ in 2022, an AI pricing product that builds offers from the airline's own shopping and revenue management data. It is the airline's only documented AI deployment. A new loyalty platform and an NDC agreement are described by their suppliers as AI-powered, but neither source names an AI function at Air Serbia.
The operating picture
From filed fares to built offers
YU-APO Airbus A320-232 Air Serbia SVO 2025-01-19 4282. Photograph: Mike1979 Russia / CC BY-SA 3.0 (cropped to fit). Illustrates the airline, not an AI deployment.
Traditional airline pricing sells from a ladder of filed fares, opened and closed by revenue management. Dynamic pricing sets a price for each request instead, using demand and market data as it arrives. In July 2022 Sabre named Air Serbia the first customer of Air Price IQ, and chief executive Jiri Marek called it "a key driver in our move from static pricing to dynamically created personalised offers".
Air Serbia's later technology decisions are commercial too. In September 2024 it chose Sabre as its NDC IT provider, and in June 2026 it launched ELEVATE, a loyalty programme planned on Loyalty Juggernaut's GRAVTY platform. The suppliers describe both platforms as AI-powered, but the sources name no AI function at Air Serbia, so both records stay in the wider register.
Selected implementations
The work behind the evidence
01 / Deployed
A price set for each request
The operational problem
A fare ladder reacts slowly to demand. An airline selling through many channels needs prices that respond to the market without losing revenue management control.
What the evidence reports
Sabre announced on 12 July 2022 that Air Serbia would be the first airline to use Air Price IQ, which it called AI-driven. EX-YU Aviation News reported that the cloud-based system analyses the airline's own shopping and revenue management data in real time, alongside marketplace insights, to optimise price, conversion and yield across all sales channels. Sabre's chief product officer, Wade Jones, said fare matching required "intelligent systems that analyse large volumes of data at scale".
Operational significance
A launch customer takes on the risks of a new product in exchange for early access and some influence over how it develops. For Air Serbia it was an early commitment to automated pricing.
Evidence still needed
Neither company has published revenue, conversion or yield results, and the 2022 announcement gave no start date. Aerostack has found no independent account of how the tool has performed since launch.
A source can verify an announcement without verifying its projected outcome.
The wider register
Other tracked activity
Other records are shown separately, including non-AI technology and programmes at different stages of deployment. A register entry does not establish a measured AI benefit.
Air Serbia agreement with Sabre as NDC IT provider, on the SabreMosaic platform · Contracted
Sabre announced on 10 September 2024 an agreement that makes it Air Serbia's IT provider for NDC, the New Distribution Capability standard. Sabre says its NDC solutions are a building block of SabreMosaic, its retailing platform, which Sabre describes as powered by Google's AI.
The AI description is Sabre's own and applies to the platform in general, not specifically to Air Serbia's use. No go-live of SabreMosaic offers or orders at Air Serbia has been announced.
A source can verify an announcement without verifying its projected outcome.
Air Serbia ELEVATE loyalty programme on GRAVTY, launched June 2026 · Deployed
Air Serbia launched ELEVATE, its new loyalty programme, on 16 June 2026, CAPA reported the next day. Members earn points on fares and additional services and can spend them on reward flights, extra baggage, seat selection, lounge access and upgrades to business class.
ELEVATE is built on GRAVTY, the platform from Loyalty Juggernaut, which the vendor describes as AI-driven. Loyalty Juggernaut announced the partnership with Air Serbia on 11 November 2025, and the airline's ELEVATE page lists Blue, Bronze, Silver and Gold tiers.
A source can verify an announcement without verifying its projected outcome.
Editorial assessment
Air Serbia's documented AI work is one product, adopted early. Its later choices in distribution and loyalty follow the same commercial direction, but their AI claims belong to the suppliers.
The useful next evidence is the airline's own: whether Air Price IQ still sets prices, on how much of the network, and with what effect on yield.
Live data from the Aerostack register. Status reflects published evidence only. See Our approach for how records are graded.
Aerostack register · 3 tracked deployments
Aerostack tracks AI deployments across airports and airlines, with the published evidence behind each record. Photography is real aviation imagery. Record thumbnails may show the named airport or airline; other photographs do not.
