Overview

The inflight entertainment industry demands constant innovation to enhance passenger experience and optimise content delivery. Establishing a strategic edge requires a deep understanding of evolving consumer preferences and the application of cutting-edge technology. West Entertainment, a global leader in inflight entertainment content licensing, aimed to reaffirm its market position by reimagining its core platform, "We by West". Their ambition was to transform their offering into a highly personalised and intelligent recommendation system. This initiative positioned West Entertainment at the forefront of digital product development, demonstrating a commitment to innovation that benefits both clients and their diverse passenger base. Our partnership aimed to unlock new value, ensuring they maintain leadership by delivering unparalleled, data-driven experiences.

Deepend undertook a comprehensive technical assessment of the existing We by West platform and developed a roadmap for enhancement.

A key output was a prototype integration with Qloo, an AI-based taste correlation engine that uses machine learning to identify relationships across categories such as film, music and travel.

The Challenge

West Entertainment wanted to strengthen its position in a competitive inflight entertainment market where airlines increasingly need smarter ways to plan and personalise content.

The opportunity was not simply to refresh the interface, but to make the core platform more intelligent by using data and AI to predict cultural taste and improve content recommendations.

The Opportunity

Integrating an AI-based taste engine could give airline clients a more differentiated planning tool, helping them tailor entertainment selections by audience, route and emerging trends.

What We Delivered

• Technical platform assessment
• Strategic enhancement roadmap
• Platform UX reimagination
• Qloo integration prototype
• AI-driven recommendation concept
• Taste Match feature design
• API integration prototyping
• Route, genre and trend-based recommendation filters

Impact

• Created a clear AI-led point of difference for the We by West platform
• Enabled more personalised content recommendations based on passenger taste
• Supported content planning by route, genre and cultural trend
• Strengthened the platform’s strategic positioning in inflight entertainment

Problem & Insight

In inflight entertainment, content selection needs to reflect diverse passenger preferences across different routes and markets.

Deepend identified that AI-driven taste correlation could help move West Entertainment beyond static planning tools towards more predictive and personalised recommendations.

Strategy & Experience Design

The We by West platform was reimagined to make intelligent recommendations a core part of the planning experience.

The proposed Taste Match feature allowed users to filter recommendations using route, genre, trends and historical preference signals, creating a more focused planning workflow.

Technology & Delivery

Deepend prototyped Qloo API integration within the content licensing platform.

Qloo’s machine learning capability was used to explore cultural taste correlations across categories, supporting recommendation logic for film, music, travel and other entertainment contexts.

Results

The work created a more intelligent direction for the We by West platform and a differentiated proposition built around AI-driven content recommendations.

The source positions this as a strategic competitive advantage, but does not report quantified post-implementation results.

Frequently Asked Questions

How did Deepend use AI in the We by West platform?

Deepend prototyped the integration of Qloo, an AI-based taste correlation engine, into the We by West platform. The goal was to use machine learning to improve content recommendations based on cultural preferences, route, genre and trends.

What is the Taste Match feature in We by West?

Taste Match is a proposed recommendation feature designed to help users filter and refine inflight entertainment selections using passenger taste signals, route context, genre and broader cultural trends.

What technology powered the AI recommendation concept?

The concept used Qloo’s API and machine learning capabilities to identify taste correlations across categories such as film, music and travel.

What did Deepend deliver for West Entertainment?

Deepend completed a technical assessment, developed a strategic roadmap, reimagined the platform experience and prototyped Qloo API integration for AI-driven content recommendations.

What business value could AI recommendations create for inflight entertainment?

For West Entertainment, AI-driven recommendations created a stronger point of difference by supporting more personalised content planning. The live case study describes this as a strategic advantage, although it does not provide quantified commercial results.