Northern Jet makes AI push...with authentic individuals

Northern Jet is increasing its AI focus, but it’s not artificial intelligence.

The top 20 private jet charter and fractional operator is expanding its newly formed Owner Services department with authentic individuals.

According to the announcement, “As much of the aviation industry leans heavily into artificial intelligence and automated customer interactions, Northern Jet is charting a different course — one grounded in people.”

The group is “focused on delivering high-touch, relationship-driven support to our Private Advantage card holders, fractional owners, and aircraft owners,” the company said.

CEO Chris Bull says, “What we are known for — and what our clients tell us year after year — is our unwavering commitment to our clients, to our company, and to our culture.”

He adds, “That can’t be automated.”

Out are phone trees, AI-generated voiced menus, recorded messages, and “getting transferred in circles.”

Bull says, “Our clients don’t want to push buttons or repeat themselves to a machine.”

He continues, “They want a real person who can help immediately. We will never waste their time.”

Vice President of Client Experience Mary Shad says, “Our mission is simple. Know every owner by name. Understand their preferences. Deliver with integrity. And always make time matter. Technology can assist, but it cannot replace that.”