AI, Innovation & Rebuilding Trust in Baggage Operations
In this episode of The BagFather, host Marlon van der Meer sits down with Gus Naughton, Principal Software Engineer at Alaska and Hawaiian Airlines, to explore how AI and digital innovation are transforming baggage handling behind the scenes.
The conversation starts with the airline industry’s shift from manual, fragmented processes to data-driven systems powered by AI. Gus shares how machine learning is improving lost baggage matching, detecting fraudulent claims, and uncovering operational patterns that were previously invisible; helping teams move faster and make better decisions in real time.
This episode also covers:
• How AI-generated code is accelerating software development in aviation
• The “Return to Sender” app and how it cuts bag processing
• Using AI to detect fraud and improve claim accuracy
• The rollout of electronic bag tags and real-time baggage visibility
• Building better tools through first hand airport operations experience
• The role of data dashboards/orchestration tools in optimising baggage flow
• Lessons learned from large-scale disruptions and peak travel periods
Moving beyond tech, Gus explores operational ownership and relationship-building, advocating for design that serves both passengers and staff. He further discusses rebuilding industry trust in checked baggage following major disruptions and the Alaska–Hawaiian merger.
Gus outlines a future where better data sharing, smarter systems, and closer industry collaboration enable faster recovery, greater transparency, and a more reliable baggage experience. Throughout the episode, one theme stands out: innovation isn’t just about new tools—it’s about understanding real-world problems and solving them at scale.
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Gus Naughton
https://www.linkedin.com/in/gus-naughton-a401a062/
Principal Software Engineer at Alaska and Hawaiian Airlines
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