The organisers of APEX Tech, the industry event focused on inflight entertainment and connectivity (IFEC), report that the January event saw a 18% higher attendance number (year over year). The two-day event, an initiative of APEX (the Airline Passenger Experience Association), took place in Los Angeles, California on 27-28 January and featured interactive workshops, networking sessions and keynote presentations focused on real-world airline use cases and commercial impact.
There were several key themes and discussions at the event:
Data integration and AI in IFEC
Andrés Castañeda Ochoa, chief digital and customer experience officer at Aeroméxico, explained how the airline uses enterprise data and AI to reframe the role of IFEC. He highlighted the importance of unifying operational, customer, and onboard data to create more responsive and resilient digital experiences.
The session illustrated how real-time intelligence can unlock personalisation, improve reliability, and open new revenue opportunities across the connected cabin. A key takeaway from his talk was that data integration can be positioned as a foundational capability for airlines looking to scale digital innovation with purpose.
Delta’s customer-centric technology as a profit engine
Delta Air Lines’ keynote was delivered by Joseph Eddy, director of cabin & IFEC programmes, who outlined how a disciplined, customer-first technology strategy has become a driver of both premium experience and sustained profitability at the carrier.
Eddy’s discussion examined the airline’s integrated cabin ecosystem, where technology, connectivity, IFE content, and data, function as one to drive consistency, scalability, and financial performance. Attendees gained insight into the alignment across platforms, teams, and strategy that enables Delta to lead the industry in margins while improving the passenger experience.
United turns passenger satisfaction into NPS and RASM increases
Mike Petrella, managing director of strategic partnerships at United Airlines, shared the airline’s transformative approach towards IFE scale into a high-trust, data-driven engagement platform through Kinective Media.
He explained how United’s industry-leading deployment of seatback IFE, combined with first-party data and journey context, enables more relevant, passenger-friendly interactions that support both satisfaction and revenue growth. The discussion also explored the expanding role of next-generation connectivity in IFEC, enabling inflight experiences that mirror passengers’ digital behaviours.
Evolving the non-theatrical ecosystem: rights, content, and collaboration
Drawing on the perspective from one of Hollywood’s most influential studios, Esdra Lamy, SVP of content sales and IFE syndication at Warner Bros. Discovery, delivered a future-forward keynote on how rights strategy, windowing, and collaboration are redefining the approach of IFE.
He stressed that curated, fully licenced IFEC remains a strategic advantage over open streaming models, driving stronger engagement, trust, and brand differentiation onboard. The session spotlighted the importance of aligning connectivity, curation, and rights-compliant delivery to sustain a premium, commercially viable IFE experience.
The new Air India: a strategy, technology and cultural reset
For the event’s closing keynote, Anjali Birla, VP of CX strategy and intelligence at Air India, provided an inside look at the airline’s end-to-end transformation as it rebuilds its global position through a unified customer experience, technology, and cultural strategy.
She discussed how aligning digital platforms, data infrastructure, and organisational mindset around a shared customer truth is central to scaling change across fleets, regions, and service models. The conversation emphasised the role of inflight experience and onboard digital touchpoints as catalysts for consistency, engagement, and trust throughout the journey.
“APEX Tech continues to be the must-attend event for meaningful, direct conversations about the future of airline technology,” said Dr Joe Leader, CEO of APEX/IFSA/FTE Group. “As we begin 2026, the focus is on turning collaboration into impact by bringing airlines and solution providers together to move beyond ideas into actionable strategies that drive the passenger experience forward and unlock new heights for the industry.”
