Airmail, officially launched in August, is KLM’s AI-powered newsletter tool, created fully in line with KLM’s brand guidelines. With just a few clicks, customized newsletters can be created tailored to KLM’s specific needs. Whether it’s inspiring customers to dream about their next journey or driving bookings by promoting special deals. Local marketing professionals can select from nearly 60 destinations and choose from 5 themes, such as city, culinary, nature, beach, or arts & culture, resulting in newsletters that speak directly to the passions of different customer segments.
Early success and next steps
Launched in February as a pilot, Airmail has already shown strong channel performance and positive feedback. Starting small allowed us to test, learn, and optimize. Since its official launch in August (2025), 50 Airmails have been created and delivered to 6.3 million customers. E-mail creation time has been reduced by 90%, while customer feedback scores remain consistently high. The long-term ambition is to develop a fully automated and personalized email journey, where AI-generated content adapts seamlessly to individual travelers’ needs while staying true to our brand promise.
From challenge to solution
There is strong demand for highly tailored newsletter content to promote destinations across KLM’s 65 local teams worldwide. Each local team has its own priorities: they focus on different destinations, and their audiences have varied interests. Traditionally, creating these tailored newsletters requires significant time and resources. Airmail provides a scalable, resource-efficient, and brand-consistent solution that empowers the local KLM teams to promote relevant destinations, spark travel inspiration, and drive bookings more effectively. At the same time, it creates a more relevant and engaging experience for our customers.
Balancing scale and quality
While Airmail is powered by AI, human review remains essential to ensure fact-checking, content quality, and alignment with local market and cultural nuances. Automation enables scale, while human expertise safeguards the trusted KLM quality our customers expect.
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