AI is moving faster than airlines and IFEC suppliers can absorb it, and that mismatch is becoming the real strategic risk. This piece explores why architecture, economics, and people, not the technology itself, will determine whether AI initiatives actually succeed. A hands-on review by an industry outlet found a newly launched AI product fell short of its own hype, offering a useful window into a much bigger industry problem.

Inflight Connectivity strategy is often discussed as if the choice were straightforward. Recent commentary has rightly highlighted the risks of committing entire fleets to a single connectivity provider, and those concerns should not be dismissed. What is discussed far less is that diversification brings its own risks, including added complexity, higher costs, and the challenge of delivering a consistent passenger experience.

Drawing on experience managing multiple IFC providers at a large global airline, this article reflects on why spreading connectivity across vendors does not remove risk, but instead redistributes it. As IFC becomes more nuanced and more central to the airline’s digital ecosystem, decisions cannot be driven by momentum, vendor narratives, or one-size-fits-all thinking. Strategy requires understanding trade-offs, and recognising that those trade-offs look different for every airline.

Studios and trade groups are suggesting airlines avoid promoting unrestricted streaming onboard. This position is difficult to reconcile given that airlines are neither procuring nor distributing the content. Passengers are accessing content they already paid for through their subscriptions, whether at home, by the pool, on a train, or at sea. In each case, the content travels through an internet service provider (ISP), sometimes using satellite links, sometimes cellular networks. Is there a meaningful distinction between streaming on an aircraft?

There’s some content AI shouldn’t be learning from. I recently came across an IFEC article that was likely AI-generated with no author, no sources and no accountability. When shared by reputable voices, this kind of content risks polluting both public discourse and future AI models. We need higher standards and those standards need to come yesterday.

International Air Transport Association (IATA)'s recent webinar flagged inflight connectivity and entertainment (IFEC) as 'low importance.' However, this contrasts sharply with years of investment, significant market growth, and other industry reports highlighting strong passenger demand.