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Press Release: Etihad Airways Signs Partnership with BD4 to Optimise Digital Touchpoints

Updated: Oct 10, 2022

Frankfurt, Germany - 7 September 2022: BD4 - the leading AI-driven real-time profiling and decisioning platform for travel and retail industries - has signed a partnership agreement with Etihad Airways, the national airline of the UAE, to support the airline’s digital enhancements.

Following extensive testing, both companies are implementing BD4’s platform across the airline’s range of digital touchpoints, optimizing the online experience by providing the most relevant, targeted user interactions.

Etihad is committed to continuously improving its digital customer journey, including recently launching the world’s first NFT collection of 3D aircraft models. In working with BD4, the airline reflects its standing as a leader of innovation who can deliver solutions to empower their guests and improve their business. It sought to achieve specific measurable eCommerce goals enhancing customer satisfaction and conversion rates.

With precision AI models and real-time profiling capabilities designed for the airline industry, BD4 is providing Etihad Airways with a capability to leverage predictive analytics on the level of each individual passenger. Providing sophisticated personalization, BD4’s technology is able to work for both known and anonymous users and to significantly enhance the relevance of brand-customer interactions and promotions.

Frank Meyer, Chief Digital Officer at Etihad, says: “We look forward to the partnership with BD4. During extensive evaluation, their team worked seamlessly with ours, supporting the development of a data driven experimentation framework and enabling data-based decisions. We have already seen their industry-specific AI solution deliver against our commercial goals. The results of our trials are just the start as we work with them to further enhance our website and provide customers with an intuitive, personalized online experience.”

Andy Owen Jones, CEO of BD4, says: “Etihad Airways’ commitment to innovation is a perfect match for our technology. We’ve shown strong results throughout the experimentation phase and are excited to ramp this up even more as the partnership develops and as our algorithms evolve with continuous learning. By using our AI and Machine Learning capabilities, Etihad Airways is able to extend its promise of ‘travel with peace of mind’ across its digital touchpoints, providing a holistic customer experience reinforcing their reputation for excellent service.”

BD4’s AI-driven profiling and decisioning platform has been built with the travel, aviation and retail sectors at its heart. The real-time decision making enhances the customer experience of individual users, helping companies connect with their audience on a one-to-one basis. For more information visit

ABOUT Etihad

Etihad Airways, the national airline of the UAE, was formed in 2003 and quickly went on to become one of the world’s leading airlines. From its home in Abu Dhabi, Etihad flies to passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and North America. Together with Etihad’s codeshare partners, Etihad’s network offers access to hundreds of international destinations. In recent years, Etihad has received numerous awards for its superior service and products, cargo offering, loyalty programme and more.

Etihad sees tackling the climate crisis as the most important issue of our time and was named the Airline Ratings Environmental Airline of the Year 2022. Through strategic partnerships with major global aviation brands and OEMs, Etihad is relentless in its pursuit of industry decarbonisation. To learn more, visit


BD4 enables businesses to know what their customers want – before they want it. With its AI-driven 1:1 personalization, BD4 transforms ecommerce companies into customer-centric businesses, enabling them to understand and reflect each individual’s needs at the same time at scale.

BD4 is headquartered in Frankfurt am Main (Germany), with account executives in several markets including UK, US, France and Spain. The company is majority-owned by dnata, part of the Emirates Group. Discover more at

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