The Emirates Group is embarking on a new digital expedition that promises to revolutionise employee experiences. In an unprecedented move for the industry, the Group is teaming up with global tech giant Amazon Web Services (AWS) to embark on this futuristic journey.
The two powerhouses are set to develop an unparalleled Extended Reality (iXR) platform and capability for the Emirates Group’s cabin crew, new joiners, and even the wider industry partner community. The partnership will see the two entities collaborate on an array of possibilities: 3D virtual hubs, virtual training, gamified environments, and simulated experiences.
Fueled by AWS’s spatial computing and artificial intelligence, iXR is poised to deliver mind-blowing experiences that will transport employees into a realm of photorealistic wonder. Picture this: technical capabilities seamlessly integrated with the most cutting-edge wearables and handheld devices of the future. Whether it’s tablets, mobiles, or the next-gen gadgets that are yet to be unveiled, the iXR experiences will be there, streaming from the cloud, consistently and with mind-boggling fidelity.
In the first phase, iXR will have three distinct capabilities – a collaborative hub and social space; cabin crew training; and employee onboarding.
Engaging, virtual experiences
With a brand new Emirates Virtual Hub, the airlines will use iXR technology to provide its cabin crew with an unmatched 3D interactive experience. This initiative will transport crew members into a meticulously crafted digital realm, complete with virtual classrooms. Here, they can engage with experienced facilitators and peers, explore the intricacies of Emirates’ flagship A380s and Boeing 777s, and even interact with cabin service trainers, lifelike avatars, and spatial audio. The result is an authentic and sensory-rich environment that amplifies Emirates’ commitment to delivering exceptional hospitality.
This hyperreal virtual world will also prove invaluable to new recruits within the Emirates Group. It offers them an efficient and visually immersive way to learn about the organisation’s extensive business operations, its people, culture, and even gain insights into living in Dubai. With embedded support services, successful candidates can expect a seamlessly integrated onboarding experience.
According to Adel Al Redha, Emirates’ Chief Operating Officer, the airline is renowned for its innovation and continuous pursuit of excellence in the aviation industry. Al Redha shared that their vision is to develop a practical and rewarding Extended Reality (XR) capability that leverages the advancements in artificial intelligence (AI). The goal is to create a scalable XR platform that encompasses all brands and businesses within the Emirates Group.
In the initial phase, the iXR technology will enable cabin crew members to interact with and become familiarised with the platform in a highly immersive 3D environment. They will have the flexibility to explore this environment at their convenience, resulting in enhanced knowledge transfer and employee satisfaction. This phase will also focus on using iXR to enhance the overall employee experience by seamlessly integrating them into the Group’s business, community, and culture.
“iXR, which is on-track for launch later in the year, will establish us as the first and only airline with an embedded extended reality platform connecting its operations. It reflects our commitment to spearhead and entrench innovation and cutting-edge technologies in aviation for the benefit of our customers, communities and the industry,” he said.
Al Opher, Vice President of Professional Services at AWS, expressed excitement about the rapid emergence of Extended Reality (XR) technology and its potential to propel the aviation industry forward. Opher believes that XR will have a profound impact on various aspects, including training, design, and the creation of innovative service propositions. By providing immersive, performance-driven, and efficient environments, XR will revolutionise the industry.
“We are thrilled to support the Emirates Group’s transition into the 3D Web era by offering expertise in infrastructure, AI, and spatial computing solutions as well as our AWS Professional Services colleagues – global experts in these fields – to bring this technology to life. This collaboration will further equip Emirates employees to deliver unique and consistent end customer experiences. Together, we are revolutionising the travel industry and raising the bar for new, exemplary experiences,” he said.
iXR will showcase advanced technologies such as the Unreal Engine from Epic Games, which is recognised as the world’s leading real-time 3D tool. This powerful engine provides developers with unparalleled flexibility, scalability, security, and reliability in delivering real-time capabilities on AWS’ cloud infrastructure.
The Emirates Group remains actively engaged with industry partners in shaping its Web3 strategy and continues to recruit talented individuals for upcoming projects.
Emirates has been a pioneer in web virtual reality (VR) technology for over six years, offering an immersive 3D, 360-degree view of its aircraft cabin interiors on emirates.com and its app. Additionally, the airline has its own VR app available on the Oculus store, providing users with accurate, life-size, and interactive experiences of Emirates’ flagship A380s and Boeing 777-300ER Gamechanger aircraft cabin interiors.
