Are You United or Spirit Airlines When It Comes to AI?
Many people ask, “Whatever AI tools we use, others also have access to, so can AI really be our differentiator in the market?”
The short answer is no; it won’t by itself.
Think about airplanes. They were once a disruptive technology, transforming the travel and supply chain industries. But now? All airlines have airplanes. United and Spirit Airlines both will get you from A to B faster than driving or taking a bus. But why do I still prefer United over Spirit?!
Because value isn’t in the airplane, but it’s in how they run the airline. For me, that value comes down to three things: expertise, experience, and outcome.
Value = Expertise + Experience + Outcome
United’s expertise lies in managing complex systems. It knows how to operate a global network, like coordinating schedules, managing fleets, and partnering through Star Alliance. It’s not flawless, but the system is designed to handle changes and scale.
Spirit’s expertise is different. It’s optimized around keeping costs low. That means fewer services, quick turnarounds, and charging for almost everything beyond the basic seat, even drinking water. It’s a system that works… until it doesn’t!
Experience is where the difference becomes more obvious.
United often offers a more structured and predictable trip. Its app works. Basics are included. If there’s a delay, they usually provide a rebooking option, food vouchers, or something to make their passenger experience more pleasant.
But how about Spirit? Its whole experience is more transactional. Everything feels like an extra decision and an extra fee. That creates friction in the passengers’ experience.
And finally, outcome.
Yes, both airlines use the same technology (airplanes). But when things go wrong, like delays, missed connections, or cancellations, United gives me options. Spirit hands me risk. Even if the ticket is cheaper, the cost of the experience is higher.
So when I think about value, I think beyond price or speed. I think about the system behind it, how expert it is, how the experience feels, and what happens when things don’t go to plan.
Everyone can fly. But not everyone can land it well. AI, as a disruptive technology, “may” give the same level of capabilities to everyone, but what’s different is:
- The level of expertise you have.
- The experience you create for your clients, partners, or even employees.
- The outcomes you deliver, especially when things don’t work.
That’s where differentiation is. So, are you a United or a Spirit when it comes to AI?
