Virgin Atlantic wanted to create a travel companion that felt warm, personal, and unmistakably theirs, and I was brought in to help bring that vision to life. I created the airline’s AI persona, later named Amelia, shaping her personality, voice, dialog flow, and multimodal interface across web, mobile, and at-home Alexa experiences.

My focus was to make her feel like a thoughtful guide who could inspire new trips, ease stressful moments, and carry the spirit of Virgin through every conversation.

To help leaders truly understand the experience, I defined how Amelia should speak, act, and respond. This meant crafting the core scripts, example dialogs, emotional cues, and interaction patterns that established her character and guided the entire product team. I then designed expressive, high-fidelity interactions and worked with Virgin executives to shape cinematic storytelling that showed Amelia supporting travelers from inspiration to boarding. This work played a key role in securing Virgin Atlantic as a new partner for the Alexa Enterprise business.