Make rail travel feel simple, predictable and fair.
Improving passenger experience requires a coherent approach across pre-journey planning, ticket selection, disruption management, accessibility and real-time information. As track and train responsibilities are brought closer together, AI provides a practical way to share, coordinate and present information to passengers during normal operation and disruption.
Passengers find rail fares too complex and often poor value. Reform requires simpler, more transparent products with clearer rules.
Apply AI to accelerate fares reform and whole-system pricing — three fare types per journey, expanded tap-out payments.
Priority pathfinder for §9.1: changes to fare structure produce simpler, more transparent outcomes that passengers experience directly.
Passengers face uncertainty around connections, platform changes and the implications of delays for onward travel.
Build core capability for personalised prompts: emerging delay signals, likely missed connections, recommended alternatives — surfaced through existing channels.
Underlying data, prediction and advice components can be reused across crowding prediction, station management and accessibility support.
Personalised passenger messaging during disruption — integrates with operator channels to deliver tailored journey information.
Passenger and frontline-team friction caused by complexity in the current fares and retail system.
AI agents that support clearer choices, resolve issues, and assist staff during disruption and periods of change.
Time-bound capability that bridges current complexity while wider fare simplification progresses.
Passenger & customer experience is one of six opportunity areas in GBRX's AI in Rail Action Plan. Here's a 60-second read on what's possible and who's already doing it in the UK. Source: @GBRX · Built by @Amygda https://airailactionplan.amygdalabs.com/opportunities/passenger #AIRailPlan
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