Early success and next steps
Launched in February as a pilot, Airmail has already shown strong channel performance and positive feedback. Starting small allowed us to test, learn, and optimize. Since its official launch in August (2025), 50 Airmails have been created and delivered to 6.3 million customers. E-mail creation time has been reduced by 90%, while customer feedback scores remain consistently high. The long-term ambition is to develop a fully automated and personalized email journey, where AI-generated content adapts seamlessly to individual travelers’ needs while staying true to our brand promise.

From challenge to solution
There is strong demand for highly tailored newsletter content to promote destinations across KLM’s 65 local teams worldwide. Each local team has its own priorities: they focus on different destinations, and their audiences have varied interests. Traditionally, creating these tailored newsletters requires significant time and resources. Airmail provides a scalable, resource-efficient, and brand-consistent solution that empowers the local KLM teams to promote relevant destinations, spark travel inspiration, and drive bookings more effectively. At the same time, it creates a more relevant and engaging experience for our customers.

Balancing scale and quality
While Airmail is powered by AI, human review remains essential to ensure fact-checking, content quality, and alignment with local market and cultural nuances. Automation enables scale, while human expertise safeguards the trusted KLM quality our customers expect.

KLM developed Airmail together with our partners at LiveWall and Cape.

Five Dutch companies Ahold Delhaize, ING, KLM, NS and Philips aim to further boost the AI ecosystem in the Netherlands by accelerating and promoting the development of AI technology and nurturing AI talent in the country. This effort will add educational capacity, foster the development of the AI community in the Netherlands and reiterate the position of the Netherlands as a competitive and relevant global AI hub.

Joint initiative

The goal of Kickstart AI, is to bridge the AI gap between the Netherlands and other countries, like the UK, the US and China, that have made notable progress in this area. In order to keep the country’s position as a pioneer and inventor of technologies, the Dutch government, companies, organizations and universities have ground to cover in terms of structural investments and availability of global AI talent. The five companies “kickstarting” AI are, for the first time, uniting forces in this kind of joint initiative and taking highly needed decisive action.

Improve daily lives

The five companies initiating Kickstart AI are calling for the critical expansion of local knowledge and talent in order to ethically implement AI that is focused not only on what is technically possible but also meeting the ethical and social standards the Dutch society may expect. Collaboration among these five companies, the government, industry and other tech providers will help address societal challenges, provide new opportunities for the youth and accelerate the introduction of AI in the Netherlands. For consumers, AI has untapped potential to help improve their daily lives by elevating their experience with personalized service, convenience and choices in many areas of life such as food, travel, health and finances.

Initiatives under Kickstart AI include:

1. AI superchallenges: Competitions aimed at raising the Netherlands’ global profile by mobilizing global AI talent to address societal challenges for example in the areas of health and mobility.
2. Joint appointments: Investing in private-public collaboration through joint appointments of academic staff, providing access for the next generation of AI talent to education, training and leading academics. First commitment is to create 5 joint appointments to academic institutions in the Netherlands by each of the frontrunner companies in Kickstart AI, adding up to 25 positions in total.
3. Dutch national course for AI: As part of a wider effort to increase understanding and adoption of AI in the Netherlands, Kickstart AI companies will not only promote the national course for AI among the general public and their own workforces, but also offer the course in English, therewith aiming to secure sign-ups from a total of 170,000 people in the Netherlands by the end of 2020.

Urgency

Introducing Kickstart AI at the World Summit AI today, Maarten de Rijke, Professor at the University of Amsterdam and Director of the Innovation Center for Artificial Intelligence, said: “The Netherlands has always been a technology pioneer, a frontrunner in AI development and innovation. The quality of our AI specialists is well-acknowledged worldwide. However, without a national AI strategy and swift action, the severe shortage of AI talent in our country remains one of the biggest roadblocks to realizing the full potential of AI talent and technology. The joint efforts between universities and companies, as part of Kickstart AI, underlines the urgency in accelerating AI education and talent retention and signals our commitment to collaboration and investments needed to accelerate AI innovation in the Netherlands.”

Game-changing potential

Ahold Delhaize, ING, KLM, NS and Philips are connected to the daily lives of millions of people through food, travel, health and finances. As organizations that are close to the lives of everyday Dutch society, they fully understand the game-changing potential for AI to improve everyday life in the Netherlands. This is why they have joined together in a call for action to their business and industry peers, to boost collaboration in creating a thriving AI ecosystem in the Netherlands for the benefit of end-consumers’ daily lives. The Strategic Action Plan AI (SAPAI) and the Netherlands’ AI Coalition, also announced this week, are complementary steps in the same direction and designed to collectively sustain the growth and competitiveness of the Dutch economy.

Engine maintenance is largely dependent on human skills. Technicians inspect every component, manually recording all damage and giving recommendations for repair. Aiir Innovations is developing software that technicians can use to detect cracks, dents and other damage during borescope inspections of aircraft engines.

Time saving

The software raises inspection productivity, allowing the technician to focus on assessing damage. The new software is a self-learning, detection system that saves maintenance teams a great deal of time. 

Cooperation with KLM

The founders of Aiir Innovation met while completing their master’s in Artificial Intelligence (AI) at the University of Amsterdam. Three years ago, KLM invited them to participate in a research project seeking innovative solutions that applied artificial intelligence in conducing borescope inspections.

KLM has played an important part in the development of this new software. Over the past three years, the Aiir Innovations team have spent a lot of time collaborating with KLM engineers and technicians on the work floor. Earlier this year, KLM Engineering & Maintenance signed a contract for a further five years collaboration. As launch customer, KLM is also providing the start-up with data and contacts within its own network.

Greater work pleasure, better inspection

Expansion abroad

Aiir Innovations is also running pilot projects with maintenance companies other than KLM, elsewhere in Europe. Many more of such projects will be launched in the coming years. “We’ll be using the half million euros for further expansion abroad, which means we’ll be needing a professional sales organisation,” explains Vredebregt, whose company also intends to use the investment for product enhancement in the coming years, so that inspections can be conducted even better and faster.

Mainport Innovation Fund II

The Mainport Innovation Fund II was initiated by Amsterdam Airport Schiphol, KLM, the Delft University of Technology, NS Dutch Railways and the Port of Amsterdam, in cooperation with NBI Investors. The fund focuses on accelerating innovations in logistics, aviation and transport.