• Awery Aviation Software, through its CargoBooking platform, is embedding AI-driven tools such as eMagic and vMagic to automate data capture, contextualise complex cargo terminology and structure enquiries instantly, enabling GSSAs to accelerate quoting and booking without expanding headcount.
• Integration of ChatGPT-powered functionality enhances data accuracy and responsiveness, providing real-time visibility and streamlined workflows that help GSSAs manage margin pressure, disruption and airline performance expectations in volatile market conditions.
• By promoting interoperability and cross-platform collaboration, Awery positions digitalisation as a sector-wide enabler, redefining the GSSA role from transactional sales agent to strategic, data-led partner focused on consultative value and performance optimisation.

As airlines lean harder on General Sales and Service Agents (GSSAs) to hit targets in a volatile market, digital platforms are stepping in to ease the load. One company pushing hard on this front is Awery Aviation Software. Through its booking platform CargoBooking, the firm is streamlining quoting, booking, and data management using AI-powered tools built specifically for the needs of GSSAs.

According to Anna Balan, Head of CargoBooking, the integration of artificial intelligence is no longer just about speed. “Our eMagic and vMagic tools stand out; both are features using AI to speed up data input and, crucially, to correctly contextualise incoming information,” she explained.

“We’ve integrated ChatGPT-powered technology to interpret the industry’s dense terminology, jargon, and acronyms, ensuring every enquiry is understood accurately from the start. This means GSSAs receive clean, structured data they can act on immediately.”

The ability to extract and structure information instantly means that GSSAs can quote faster and respond to more opportunities without increasing their internal workload.

“Automation simply makes the whole booking process faster,” said Balan. “It accelerates the movement of data, allowing GSSAs to complete routine tasks significantly faster. This enables them to process quotes and secure bookings for their airline and forwarder customers, improving service levels, and, ultimately, allowing GSSAs to win more business.”

This digital-first approach isn’t limited to Awery’s own platform. The company actively promotes sector-wide transformation, aiming to lower adoption barriers and connect fragmented systems across the air cargo supply chain.

“We actively collaborate with other aviation technology providers, and consistently advocate for greater digital adoption across the sector,” Balan said.

“Whether on stage at industry events or through our other communication channels, we highlight the value of interoperability and free data-sharing. Through leading by example, we hope other digital platforms will take the same leap for the benefit of the industry.”

It’s a timely message in an environment where traditional GSSA roles are under pressure. As airline partners demand greater sales performance – regardless of shifting market conditions – GSSAs must simultaneously manage complexity, disruption, and tighter margins.

“GSSAs are operating in an environment defined by uncertainty and increasing pressure from airlines to maximise sales regardless of conditions,” Balan acknowledged. “Our smart tools help alleviate that stress by giving them real-time visibility, rapid data processing, and the flexibility to adjust instantly during disruption.”

In this context, technology isn’t replacing the GSSA – it’s redefining the role.

“GSSAs will become more of a strategic partner as airlines rely on them not just for sales, but for data-driven decision-making,” Balan said. “With digital platforms handling repetitive tasks and data flows, GSSAs can shift focus toward value-added activities. Technology won’t replace GSSAs, but I believe it will allow them to play a more consultative role.”

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