Iberia Launches ‘Iberia GPT’: A Conversational Travel Assistant on ChatGPT
The Spanish airline Iberia has taken a pioneering step in the aviation sector with the launch of Iberia GPT, a conversational assistant developed on OpenAI’s ChatGPT platform. This innovative channel, now available in the GPT Store, allows travelers to plan their trips more efficiently, with personalized and inspiring recommendations. With this initiative, Iberia becomes the first airline to incorporate a generative AI-based travel advisory service.
Unveiled at South Summit 2025
The official presentation of Iberia GPT took place during South Summit 2025, one of Europe’s most prominent innovation and entrepreneurship events. This announcement reinforces Iberia’s position as a leader in adopting technological solutions to enhance the customer experience.
How to Access Iberia GPT
To try this new assistant, users must log in to ChatGPT, navigate to the GPT Store, and search for “Iberia GPT” or simply “@Iberia” in the ‘Explore GPTs’ section. From there, they can start interacting with the assistant intuitively, without needing to use traditional customer service channels.
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Key Features for the Digital Traveler
Iberia GPT is designed as an exploration space for those seeking travel ideas, convenient routes, or tailored recommendations. Its standout functionalities include:
Flexible Search
Allows users to find flights with a window of up to five days before or after their selected dates, making it easier to adjust plans based on availability and price.
Personalized Suggestions
Offers destination recommendations—whether global, regional, or specific—based on the user’s interests, enabling them to discover new places without leaving the conversational interface.
Budget-Friendly Options
The system suggests destinations and routes that fit the traveler’s budget, helping them make efficient decisions without missing out on opportunities.
Multi-Destination Planning
Ideal for those who want to visit multiple destinations in a single trip. Iberia GPT simplifies organizing routes with multiple stops in a seamless and structured way.
A Step Forward in Iberia’s Digital Strategy
According to Nacho Tovar, Iberia’s Innovation Director: “With Iberia GPT, we take another step toward our goal of simplifying travel planning for customers, starting from the initial inspiration and discovery phase. This initiative reflects Iberia’s commitment to innovation and improving the customer experience.”
This new assistant builds on Iberia’s digital evolution, which began in 2019 with the introduction of its WhatsApp customer service channel. Now, with Iberia GPT, the airline reinforces its focus on exploring emerging channels, particularly those powered by artificial intelligence.
Iberia’s Innovation Hub in Buenos Aires
The creation of Iberia GPT is not an isolated effort. In April, Iberia unveiled its new Innovation Hub at Espacio Iberia Buenos Aires. This platform centralizes the airline’s technological, operational, and sustainability strategies, aiming to apply emerging technologies to current challenges in the aviation and tourism sectors.
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