Cairo, October 2026. EgyptAir is moving its passenger experience into the AI era. On 8 October 2026, Sitecore announced that Egypt’s national carrier has chosen SitecoreAI — Sitecore’s cloud-native, AI-powered digital experience platform — to transform the digital experiences it offers passengers worldwide. The implementation is led by Arcsen, as part of a wider digital transformation program that also brings Salesforce CRM into one integrated system.
What EgyptAir announced
SitecoreAI will power EgyptAir’s entire digital front end: the main website, country sites, and app content. The platform combines AI tools, customer data, and content management in one cloud-native DXP, giving EgyptAir omnichannel personalization — planning, creating, personalizing, and delivering content across web, app, and social media. Agentic AI helps generate content, adapt messaging across languages and channels, and optimize campaign performance.
Passengers “demand real-time information” — and the goal is to deliver it in a way that feels personal. SitecoreAI will power EgyptAir’s digital front end and move the passenger experience into the AI era.
— Capt. Ahmed Adel, Chairman and CEO, EgyptAir
In air travel, “experience is everything.” Sitecore is pleased to help EgyptAir deliver AI-powered digital experiences throughout the customer journey — and to help attract new passengers to Egypt in support of Vision 2030.
— Dave Tilbury, COO, Sitecore
One integrated program: Sitecore + Salesforce + Arcsen
As reported by the Egyptian Gazette, the agreement was signed by Mohamed Alyan (Chairman, EgyptAir Airlines), Mohamed Abdelsalam (Arcsen), Dave Tilbury (COO, Sitecore), and Mohamed Hegazy (Regional Director for Egypt, Salesforce), in the presence of Ahmed Adel, Chairman and CEO of EgyptAir Holding Company, and the heads of EgyptAir’s IT and commercial sectors.
The program upgrades EgyptAir’s website and mobile apps, enhances its CRM, applies AI and data analytics for faster and more personalised service, and unifies the airline’s digital communication channels into one integrated system — Sitecore managing the experience layer, Salesforce powering customer relationships, and Arcsen leading delivery and integration so the platforms operate as one.
Arcsen’s role
Arcsen leads the implementation alongside EgyptAir, Sitecore, and Salesforce. It is the combination we were built for: Arcsen is the #1 Salesforce Middle East Partner 2024 (Summit tier) with a dedicated Sitecore delivery practice — one accountable team across the experience platform and the CRM, delivering in Arabic and English from Dubai, Riyadh, Jeddah, Doha, and Cairo.
Why this matters
The investment is foundational to EgyptAir’s plan to expand its fleet by 2035 and to support growing travel to Egypt under the country’s Vision 2030. It also reflects the Ministry of Civil Aviation’s strategy to advance digital transformation across the sector. For passengers, it means real-time, personalised communication at every stage of the journey — before, during, and after the flight.
EgyptAir + SitecoreAI — FAQ
What is SitecoreAI?
SitecoreAI is Sitecore’s cloud-native digital experience platform (DXP) that combines AI tools, data, and content management — using agentic AI to generate, personalize, and optimize digital content across channels and languages.
What will SitecoreAI power at EgyptAir?
The airline’s digital front end: the main egyptair.com website, its country sites, and app content — with omnichannel personalization across web, app, and social media.
Who is implementing the program?
Arcsen leads the implementation, integrating SitecoreAI with the Salesforce CRM workstream into one operational system for the airline.
Is this part of a bigger strategy?
Yes — it supports EgyptAir’s fleet-expansion plans toward 2035, Egypt’s Vision 2030 tourism ambitions, and the Ministry of Civil Aviation’s digital transformation agenda.
Planning your own move into AI-powered digital experience? Start with Arcsen’s Sitecore practice — or talk to our team.
