What's the scope with the tech?

The scope of the tech is how to enable our guests to be able to interact with us in a very seamless way and meet the guests where they are.

So enabling them to use our digital properties, our website, our app, or if they want to call and talk to a person, or if at the airport they want to interact with one of our employees, giving our tools to our employees so they know So they know something about the guest and they can take care of the guest.

Our flight attendants having information about our guests that are on board and knowing if they've had issues in the past 30 days so that they can talk to the guest and acknowledge and recover, do service recovery as needed.

So it's really making sure that our employees have all of the information and then our guests are able to interact with us how they are.

I think AI...

It's very transformational.

How do you do that without sacrificing operational excellence within Alaska Airlines? That's a great question.