Making IFE personal: Kevin Clark joins industry leaders at AIX to explore the future of passenger engagement 

At this year’s AIX CabinSpace Live, our CEO Kevin Clark joined a panel of industry experts to discuss one of the most pivotal themes shaping in-flight entertainment (IFE) today: content personalisation and its growing role in driving passenger satisfaction, brand loyalty, and revenue potential. 

Chaired by Jetway Communications’ Maryann Simson and sponsored by Spafax, the session brought together thought leaders from Spafax, APEX, PriestmanGoode, Panasonic Avionics, and Bluebox to unpack the latest trends, challenges, and opportunities in delivering truly personalised digital experiences onboard. 

From one-size-fits-all to “know me better” 

Passengers increasingly expect the digital experience onboard to mirror the seamless, intuitive interactions they have on the ground. Kevin Clark highlighted how IFE systems must evolve to not only present relevant content, but also to remove the noise—filtering out genres or formats that are simply not of interest to the user. This approach doesn’t just simplify the experience; it builds trust by respecting each passenger’s preferences.  

Data-driven, but passenger-led 

A major theme in the discussion was data—how it’s collected, analysed, and applied. Kevin emphasised that while there’s no shortage of passenger data, the real challenge lies in building systems that interpret and act on that data in meaningful ways. It’s not just about tracking behaviours, but understanding context: mood, travel purpose, demographics, and more. 

By focusing on convenience and reducing friction, IFE can transition from passive content delivery to intelligent engagement that adapts across each journey. 

The role of AI: powering the next leap forward 

With customers across Asia, the Middle East, Europe, Australia, and North America, Bluebox supports airlines in vastly different markets and operational contexts. That global spread doesn’t dilute the company’s customer-first approach. 

Kevin pointed to future opportunities—especially in cost-sensitive retrofit scenarios—where smart use of AI can deliver high-impact passenger experiences without complex or expensive infrastructure upgrades. 

Keeping it seamless, scalable and simple 

Throughout the panel, one theme came through loud and clear: simplicity matters. Whether it’s syncing a movie playlist across connecting flights or empowering crew with passenger insights to enhance service, the most successful digital touchpoints are the ones that make things easier—for both passengers and the airlines. 

As Kevin put it, personalisation should never feel intrusive or over-engineered. It’s about convenience, context, and consistency—and making sure the technology works with the journey, not against it. 

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If you missed the live discussion, it’s worth a watch. And if you’re an airline looking to elevate your digital passenger experience without the retrofit headaches, talk to us about how Blueview is delivering scalable, intelligent IFE—tailored to you, and your passengers. 

Stay tuned for more insights from the Bluebox Aviation newsroom and LinkedIn.

(Photo and videos are kindly provided by the event organiser)

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