Curated at Altitude: APEX TECH Panel Maps the Next Evolution in Passenger Engagement
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At the APEX TECH keynote, a panel of inflight entertainment (IFE) leaders outlined how airlines can shift from content abundance to meaningful engagement. The session, titled “Future Onboard Content: Passenger Engagement through Diversity & Discovery,” featured perspectives from Warner Bros Discovery, Meta, Thales, Safran Passenger Innovations, Siden, and FlightPath3D. Personalization, contextual relevance, and curated discovery emerged as the core themes driving the future of onboard entertainment.
“Passengers often spend half their flight scrolling through options rather than watching something,” said Safran Passenger Innovations Senior Director of Passenger Services Clare Josey. “The volume has exploded, but discoverability remains elusive. Smart curation is the path forward.”
Moderated by PaxEx.Aero journalist Seth Miller, the panel moved beyond hardware discussions and focused on aligning content strategies with evolving passenger behaviors. Panelists identified specific areas where technology and human insight could create more intentional inflight experiences.
From Looping Screens to Intentional Content Discovery
The panel opened with a look at the rapid evolution of IFE systems, from early looping films on shared monitors to today’s multi-terabyte content catalogs. Warner Bros Discovery Senior Vice President Content Sales Esdra Lamy addressed the paradox of choice many passengers face despite the abundance of content available.
“People want diverse content. They want to be able to explore and discover new content along with the biggest IP,” Lamy said. He described how Warner Bros Discovery leverages ground-based streaming data and behavioral psychology to create inflight content packages that minimize search fatigue and highlight timely themes.
“Even if you could preload your entire Netflix or HBO Max library, people still want to browse what’s been recommended for them,” he said. “It’s like boarding a flight and seeing the meal menu. You still want to make your decision in the moment.”
Metadata and AI Personalization
Panelists emphasized the foundational role of metadata and artificial intelligence in enabling relevant content recommendations. Josey explained that without well-tagged metadata and contextual signals, even the largest content libraries fail to meet passenger needs.
“If you’ve got 10 terabytes of content onboard, it won’t matter unless passengers can actually find what they want,” she said. Rich metadata and predictive engines allow platforms to identify and serve content that aligns with passenger interests and emotional states.
FlightPath3D President Duncan Jackson presented data supporting that claim. “Our flight companion made over 150 million in-flight destination recommendations last year in the U.S. alone,” Jackson said. “People are hungry for relevant suggestions not just what to watch, but what to do when they land.” He described how passengers responded strongly to destination-driven content, particularly around cities with entertainment appeal such as Las Vegas and Orlando.
“You’re about to make a ton of decisions during a journey. In-flight content should reflect that context,” Jackson said.
Immersive Technologies in the Cabin
Meta Global Lead for Virtual and Mixed Reality Go-to-Market Strategy Bastian Schütz introduced immersive media as a new layer in inflight engagement. He proposed a model where inflight entertainment expands from passive viewing to active interaction through mixed reality.
“Imagine taking a virtual sightseeing tour of your destination before you land or buying event tickets while in the air,” Schütz said. “It’s not just about consuming content. It’s about enabling interaction, commerce, and learning through immersive platforms.” He described use cases including VR-based meditation, tutorials, and previews of cultural attractions available at the arrival city.
Infrastructure that Enables Personal Journeys
Thales InFlyt Experience Vice President Strategic Partnerships and Business Development Maneesha Bhate highlighted the infrastructure changes required to support advanced content delivery. She noted that web-based systems and secure connectivity now allow passengers to bring their own devices or VR headsets onboard without requiring major hardware upgrades.
“Web-based architectures, always-connected systems, and secure platforms allow passengers to bring their own devices or VR headsets onboard today,” Bhate said. She also observed a shift in behavior, with passengers preferring to manage personal activities such as logins or payments on their smartphones.
“People are more comfortable entering payment info or personal details on their phone. Seamless handoffs between devices enable a hybrid journey,” she said.
Efficient Content Delivery with Edge Caching
Siden CEO Jim Nelson addressed the challenge of delivering content at scale without overwhelming bandwidth. He explained how Siden optimizes delivery through intelligent edge caching and onboard storage.
“Passengers want the same media they enjoy at home: podcasts, movies, games at the same speed and quality,” Nelson said. “We pre-position high-value content to the right screen at the right time over the optimal network, whether that’s satellite, ground, or personal device.” He said Siden’s approach reduces latency and aligns with licensing constraints while maintaining content availability across multiple platforms.
The Continued Role of Human Curation
Although AI-driven personalization dominated much of the discussion, panelists recognized the importance of human-led curation in shaping emotionally resonant experiences. Lamy described how Warner Bros Discovery adapts its onboard content based on global news events, entertainment trends, and popular culture.
“We’re herd animals. We want to be part of the zeitgeist,” Lamy said. “Curating inflight content that reflects what’s happening in the world creates a sense of connection.” He emphasized that even the most sophisticated algorithms benefit from editorial oversight informed by current context.
Mood-Based Interfaces and Emotionally Aware Content
Looking ahead, the panel explored how emotional states could guide content discovery. Josey proposed systems that adjust recommendations based on whether passengers feel anxious, relaxed, or excited.
“Maybe you’re anxious about a business trip or excited for a vacation. That emotional state should influence the content shown to you,” she said. Mood-based curation offers a way to meet passenger needs even when they don’t have a specific title in mind.
Bhate referenced Singapore Airlines as an example of early implementation. The airline collects content preferences through onboarding surveys and uses that data to generate personalized inflight recommendations.
Personalization Control: Platform vs. Passenger
A key point of debate emerged around who should control the personalization experience. Jackson argued that airlines hold the most relevant context for content customization.
“Airlines hold more trust and travel-specific context than Netflix or anyone else,” he said. He proposed that AI systems built directly into airline platforms could serve as real-time assistants, guiding passengers not only through entertainment but through shopping and itinerary planning.
Relevance Over Volume
Panelists closed by reinforcing that content volume alone no longer drives satisfaction. Engagement depends on how well the offering aligns with individual needs and expectations. Lamy summarized this priority in the final moments of the panel.
“Curation will always be at the forefront whether human-led or tech-assisted,” he said. “It’s what helps passengers feel seen, not just served.”