The battle for AI search starts before the prompt, says Icelandair marketing chief

Breaking Travel News - Sep 17, 2026

The battle for visibility in AI-powered travel search begins long before a traveller types a prompt, according to Icelandair’s Director of Global Marketing, Gísli Brynjolfsson. His view is that airlines must build brands people already know, remember and feel something about if they want to be considered when customers turn to AI for travel advice. Brynjolfsson outlined the approach during a World Aviation Festival webinar on 7 September, titled “The secret behind Icelandair’s viral marketing campaigns”, ahead of his appearance at the event’s Marketing Summit in Lisbon next month.

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