Virgin Atlantic sharpens customer journeys with ChatGPT Work

Virgin Atlantic is using ChatGPT Work to help its teams understand the airline’s complex customer journey and deliver better experiences faster. From competitive research to product planning and analytics, ChatGPT Work gives employees new ways to bring information together and move from insight to action.

For an airline, the customer journey extends beyond just booking a flight. It includes browsing, purchasing, checking in, traveling, the onboard experience, and sharing feedback afterward. Each stage produces valuable information, often held across different systems and reporting tools. Virgin Atlantic is using ChatGPT to connect those signals and help teams decide where to focus.

Turning weeks of research into hours

As Virgin Atlantic developed its new five-year strategy, its digital product team needed a clear view of the competitive landscape. Traditionally, assessing multiple competitors across a detailed customer journey could take weeks of manual research.

Using ChatGPT Work, the team created a structured framework and asked it to research competitor experiences, trace available customer journeys, and organize its findings into a dataset for review. The team could start the work in the morning, return a few hours later, and begin evaluating and refining the results.

“As part of Virgin Atlantic’s five-year digital strategy, ChatGPT Work has helped us explore customer journeys and market experiences in a more structured and efficient way,” says Nathan Bolt, Head of Digital Product at Virgin Atlantic. “It enables our teams to compare journey patterns, surface opportunities, and turn insight into product decisions far faster than before. What might once have taken weeks can now be accelerated into hours, helping us focus investment where it can make the biggest difference for our customers.”

Creating a connected view of the customer journey

—Miles King, Head of Customer Experience at Virgin Atlantic