Virgin Atlantic has demonstrated how artificial intelligence can transform internal communications by cutting video production time by 75 percent while improving clarity and engagement among cabin crew. The initiative matters for the MarTech and enterprise communications ecosystem as organizations increasingly turn to AI powered content to deliver timely, personalized messages at scale without sacrificing quality or trust.
The airline partnered with Idomoo to deliver an AI driven personalized video campaign when it needed to communicate a time sensitive pay offer to cabin crew employees. With thousands of employees needing to understand the impact of the proposal quickly and clearly, Virgin Atlantic required a solution that could translate complex information into an accessible and secure format tailored to each individual.
The personalized videos were delivered via email and provided each employee with a clear breakdown of what the pay offer meant for them personally. This included details such as pay increases and estimated backpay, presented in a way that was easy to follow while ensuring sensitive information remained protected. The approach helped remove ambiguity and supported informed decision making at a critical moment.
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“We wanted to make sure every colleague clearly understood what the pay offer meant for them personally,” said Matt Webster, Head of Cabin Crew Operations at Virgin Atlantic. “Using AI-assisted personalised video allowed us to communicate complex information quickly, clearly and at scale, while keeping the message human and focused on our people. The campaign’s success showed us this approach really resonated.”
Speed was a key factor in the campaign’s success. With support from Lucas, Idomoo’s AI video creator, Virgin Atlantic significantly reduced the time required to create and distribute the videos compared to traditional production methods. Despite the accelerated timeline, the airline maintained accuracy, brand consistency, and message quality across the entire campaign.
The outcome was a highly effective internal communications effort that drove strong engagement and helped employees clearly understand the value of the proposal. An internal survey showed that the vast majority of employees found the video content helpful, and the pay offer was ultimately accepted. The videos achieved high completion and repeat viewing rates, indicating that employees returned to the content to review details and reinforce understanding.
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The videos were rendered using Idomoo’s Next Generation Video Platform, which enabled dynamic personalization for each employee at scale. By visualizing complex information in a personal and intuitive format, the campaign reduced confusion and ensured relevance for every viewer. All data was handled securely, supported by Idomoo’s security standards including ISO 27001, SOC 2 Type 2, and ISO 42001 for AI management systems.
“Internal communications are most effective when they’re clear, personal and timely,” said James Golledge, Head of Sales for EMEA at Idomoo. “This campaign is a great example of how personalised video can transform employee communications, especially when the message is complex and the stakes are high. With help from Lucas, Virgin Atlantic was able to move fast without sacrificing quality, a true win-win.”
For Virgin Atlantic, the success of this initiative highlights how AI powered personalized video can become a core capability for employee engagement. As organizations seek faster, more human ways to communicate important messages, the Virgin Atlantic approach shows how AI can deliver speed, clarity, and trust at enterprise scale.
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