North American airlines are embracing biometric and digital identity technologies at a faster pace than their global peers, according to SITA’s 2024 North America Airline IT Insights report. The study highlights a strong regional focus on artificial intelligence and digital identity solutions, underpinned by high adoption rates and a growing ecosystem of innovation partnerships.
Biometrics and Digital Identity: A Strategic Investment
Biometric and digital identity technologies are a clear priority for North American carriers. According to the report, 60 percent of surveyed airlines have implemented touchless passenger processing, and 53 percent have deployed biometric-enabled systems, a figure notably higher than the global average. These technologies are used across the passenger journey—from check-in to bag-drop—underscoring a widespread push to streamline airport experiences.
Despite this progress, the report reveals that airlines still face obstacles in biometric adoption. The most pressing concern is low adoption rates among passengers, followed by interoperability issues and compliance with border authority rules. Interestingly, data privacy concerns rank much lower in North America than in other regions, suggesting a distinct regional perspective on privacy and risk tolerance.
SITA’s broader investments also reflect this strategic emphasis. The company recently deepened its focus on digital identity by partnering with NEC to scale biometric systems for air travel. It also acquired airport design firm CCM, a move aimed at enhancing the integration of biometric technologies into airport infrastructure.
AI Investment and Maturity
Artificial intelligence is the leading IT priority for North American airlines heading into 2025. Over 75 percent of airlines surveyed plan to invest in generative AI and large language models (LLMs), while 70 percent are prioritizing business intelligence software. This exceeds the investment levels reported in any other region and suggests North America is poised to lead the next wave of AI-driven transformation in aviation.
AI is already in widespread use. Every airline surveyed reported using AI for cybersecurity, while more than half apply it in operations such as flight disruption prediction, customer service, and scaling operations based on demand. Nearly three-quarters of North American airlines are actively training AI models on collected data, compared to just 28 percent globally. Furthermore, nine percent have already implemented LLMs, more than four times the global rate.
The primary goal of AI use remains operational efficiency, but nearly one in five North American carriers are leveraging AI for strategic decision-making, indicating a shift toward data-driven leadership.
Challenges and Outlook
Despite their technological maturity, North American airlines continue to face several hurdles. On the cybersecurity front, third-party vendor security emerged as the top concern, cited by 100 percent of respondents. Other notable challenges include the rapidly evolving threat landscape and limited availability of skilled personnel.
The integration of digital identity and AI technologies also presents organizational challenges. Airlines report difficulties in achieving agile work structures, transforming business processes, and integrating new solutions with legacy systems. However, these issues appear less severe in North America compared to the global average, suggesting that airlines in the region are generally more prepared to handle the digital transition.
Partnerships with external innovators are another hallmark of the North American strategy. Over 80 percent of airlines collaborate with startups or technology partners on AI initiatives, and more than half do so in biometrics. These partnerships are helping to accelerate the adoption of cutting-edge tools, positioning North American airlines at the forefront of aviation IT innovation.
As the industry continues to recover and evolve post-pandemic, the SITA report underscores a clear trend: North American airlines are doubling down on biometric identity and AI technologies to drive efficiency, enhance security, and improve passenger experiences. With growing investment, maturing data platforms, and expanding partnerships, the region is setting a high bar for the global aviation industry.
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May 5, 2025 – by Cass Kennedy
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