Introducing Aura: a different future for service delivery

Company Ink Innovation
Date 23.09.2025

Aura is the new AI delivery platform from Ink Innovation, built to transform how airlines retail

Ink Innovation (Ink) launches Aura, a delivery platform that changes how airlines retail and interact with passengers. Aura redefines the role of technology in aviation so that guest experience staff and agents can focus on care.

A new standard in delivery

As airlines adopt IATA’s Modern Airline Retailing standard, Aura provides the missing piece: an AI-first delivery system. Working in sync with the airline’s bookings and orders, Aura tracks the fulfilment of every service, from flights and baggage to meals, lounge access, and more.
Key capabilities include:
  • Automation at scale: AI handles routine actions, freeing staff to act as concierges.
  • Revenue beyond the seat: Contextual offers and integrated payments turn every interaction into a retail opportunity.
  • Fluid passenger flow: With Digital ID and biometrics, passengers move through check-in, security, and boarding effortlessly.
  • Future-proof design: Built on IATA’s OOSD (Offer-Order-Settle-Deliver) modular framework.
  • Works today: Engineered to work with PNRs and existing bookings, giving airlines a unique transformation pathway.

Transforming relationships

“Aura is not a departure control system upgrade. It completely redefines the relationship between airlines and their guests,” said Victor Alzate, Chief Product Officer at Ink. “With AI handling routine processes, airlines can elevate care at scale, generate new revenue, and build closer passenger relationships.”

Accelerating an industry shift

Aura’s product development aligns with the IATA roadmap for Modern Airline Retailing (MAR), where ONE Order and Offer-Order (OOSD) replaces outdated PNRs, e-tickets, and EMDs with a unified Order record – the single source of truth. Aura is the first dedicated delivery platform designed for this future.
Uniquely, Aura spans both the old world (EDIFACT) and the new world (NDC/MAR). This enables airlines to start retailing today and transition to Orders at their own pace.

Proven with industry leaders

The platform is already being shaped with carriers and partners. Ink is working with Riyadh Air, exploring modular integration with Turkish Airlines, and has already integrated with next-generation vendors such as Flyr to ensure smooth integration within the Offer-Order ecosystem.

“Everyone understands that we need to transition from traditional processes to advanced AI capability. To achieve this, we need effective servicing and fulfilment for each Order. So, we’re working alongside Ink to deploy the delivery platform.”  Abe Dev, VP Digital Tech & Innovation, Riyadh Air.

Why it matters

For airlines, Aura means:
  • Lower operational costs through reduced manual work
  • Increased ancillary revenue from AI-driven personalisation
  • Smarter use of staff in service-oriented roles
  • Faster adoption of modern retailing standards
For passengers, Aura delivers:
  • A simpler journey: unified identification, no paperwork, less effort
  • Personalised experiences: services that anticipate and adapt
  • Confidence and privacy: secure digital transactions at every touchpoint

Early access program open

Ink has opened submissions for airlines and partners to join the Aura Early Access Program at www.innovation.ink/aura.

Contact

Ink Innovation
Calle Marques de Laplace 1
Elche, Alicante, 03203
Spain
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Innovation.Ink
  • +34 965 680 955