KLM Future-Proofs Itself Through Sustainability Efforts and by Digitizing

The world's oldest carrier tries to stay one step ahead

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KLM might be the “world’s oldest airline,” but judging from its digital presence, you wouldn’t know that.

The company prefers to have a first-mover advantage when it comes to testing out new apps and technologies. Two years ago, it proclaimed to be the “first airline” with a verified WhatsApp business account, and it has its own artificial intelligence bot (Blue-Bot) that helps customers through Facebook Messenger. The carrier is also taking a more forward-thinking approach to sustainability as climate change becomes more of a hot-button issue.




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This story first appeared in the Oct. 7, 2019, issue of Adweek magazine. Click here to subscribe.