United Airlines Gamifies Its Loyalty Program on AWS

With the world's most comprehensive route network, United Airlines provides service to 193 countries across the globe, conducting 4,900 flights daily. Praveen Sharma, vice president of digital, analytics, ancillary revenue, and digital marketing for United Airlines notes that such an expansive network requires "personalization at scale" to deliver relevant information to customers across digital channels in real time. Sharma highlights several examples of this "personalization at scale," including a project, done in partnership with Formation.ai, to leverage machine learning on Amazon Web Services (AWS) and gamify United's miles-redemption program to drive better business outcomes.

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