WestJet adopts generative AI pricing after an early AI chatbot
WestJet agreed in June 2024 to implement Fetcherr's generative AI model for pricing and inventory, which forecasts demand and publishes fares in real time. In 2018 it launched Juliet, the first AI chatbot from a Canadian airline. Neither has published results, and Juliet's current status is unconfirmed.
The operating picture
Pricing and conversation
WestJet Airlines (Dublin) in 2025.02. Photograph: CAPTAIN RAJU / CC0 (cropped to fit). Illustrates the airline, not an AI deployment.
WestJet absorbed its low cost brand Swoop in 2023 and now flies under one brand.
Fetcherr's other airline partners at the time of the WestJet announcement included Virgin Atlantic, Viva Aerobus, Azul and Royal Air Maroc.
Selected implementations
The work behind the evidence
01 / Reported · unverified
Fares set by a generative AI model
The operational problem
Pricing and inventory decisions across thousands of flights and fares change constantly with demand and competitor moves.
What the evidence reports
Open Jaw reported on 11 June 2024 that WestJet had partnered with Fetcherr to implement its Large Market Model, which combines pricing, inventory management and fare publishing in one system, forecasts demand and market trends, and publishes fares in real time. John Weatherill, chief commercial officer, said the aim was "to improve our guest experience and affordability across our operation".
Operational significance
Pricing is where an airline's revenue is decided, and this model takes decisions that revenue analysts traditionally made.
Evidence still needed
No launch date or results have been published, and the announcement came from the supplier's side.
A source can verify an announcement without verifying its projected outcome.
02 / Deployed
Juliet, an early airline chatbot
The operational problem
Customers wanted answers on the messaging apps they already used, without calling or opening the website.
What the evidence reports
WestJet launched Juliet on Facebook Messenger on 27 August 2018, in English and French, for destination ideas, flight booking and information on the day of travel. WestJet said it used reinforcement learning so its responses improve over time. By February 2020 Juliet, built with Netomi, handled about 70% of WestJet's Messenger enquiries, Innovating Canada reported, and WestJet later extended its AI to WhatsApp.
Operational significance
Juliet was an early airline example of AI handling customer conversations at scale on messaging platforms.
Evidence still needed
The most recent evidence dates from 2020. Whether Juliet still operates has not been confirmed.
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.
No other publicly listed records.
Editorial assessment
WestJet was early with an AI chatbot and has since moved AI into pricing, where the stakes are higher.
Evidence of the Fetcherr model in live use, and of Juliet's current status, would bring this profile up to date.
Live data from the Aerostack register. Status reflects published evidence only. See Our approach for how records are graded.
Aerostack register · 2 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.
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