AI-Governed Digital Premium Experience in Airlines: The DPX-G360 Architecture for Trustworthy Customer Value and Operational Resilience

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Airlines are increasingly deploying artificial intelligence, cloud platforms, biometric identity, modern retailing, customer data systems, enterprise resource planning, and predictive operational intelligence to improve passenger experience and competitiveness. However, many digital transformation initiatives remain fragmented across commercial, customer experience, operations, maintenance, finance, cybersecurity, and governance functions. This article develops DPX-G360 as a design-science architecture for governing digital premium experience in airlines through accountable artificial intelligence, trusted data, integrated systems, and KPI-based execution. The study uses design-science reasoning supported by documentary multiple-case synthesis to connect front-stage passenger touchpoints, offer/order orchestration, and back-stage operational systems. The proposed architecture identifies six interdependent capability layers: digital journey orchestration, personalized retailing, operational intelligence, enterprise digital core, trust and cyber-resilience, and KPI-governed execution. The article argues that premium airline experience is not produced by customer-facing technologies alone; it depends on the governed integration of AI, data quality, identity, retailing, operational recovery, cybersecurity, and measurable decision accountability. DPX-G360 contributes to AI governance and aviation management by reframing premium experience as an auditable socio-technical capability rather than a marketing outcome. The framework provides airline executives, CIOs, CDOs, COOs, CCOs, and regulators with a structured architecture for aligning AI-enabled customer value with operational resilience, trust, and performance governance.

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