The Airline Industry is challenged to adopt a new technological innovation to deliver products and services and skillfully manage digital innovation to improve direct channel functions. One is the use of a chatbot for customer services. However, its modernity leads to difficulty in assessing its effectiveness. Thus, this study investigated whether the chatbots in the Airline Industry acknowledge the travelers’ actual needs based on the Filipino air travelers’ experiences. Based on the results, the chatbots were not that wellused because they cannot yet handle transaction complexity. Nevertheless, as they are still developing, the chatbots’ features and capabilities will still be improved over time since they are continuously learning to handle complicated tasks and inquiries from air travelers. Therefore, airline companies should improve their features and capabilities to improve the air travelers’ experience in accomplishing travel-related transactions.

Keywords : Organizational business model, technological innovation, chatbot experience, chatbots in the Airline Industry, UTAUT2