Thomas Cook India introduces TACY as AI digital brand ambassador

Thomas Cook (India) Limited has announced the launch of TACY, an AI-generated digital avatar that will serve as both the company’s digital brand ambassador and a personified, AI-powered travel assistant. Introduced in Mumbai on December 12, the initiative reflects the company’s focus on integrating generative AI into customer-facing experiences across its omnichannel travel business.

TACY functions as the digital avatar of a gen-AI chatbot designed to assist customers with holiday planning and expert travel guidance. Positioned as the digital face of Thomas Cook India’s product portfolio, the avatar is intended to deliver immersive, conversational interactions that support customers throughout their decision-making journey, from inspiration to itinerary selection.

The debut of TACY coincides with the early launch of Thomas Cook India’s flagship Europe Summer 2026 programme. Through this rollout, the company aims to introduce a new phase of AI-led engagement that will gradually expand to cover additional destinations.

The Europe Summer 2026 portfolio includes more than 1,000 guaranteed departures, over 15 value-led holidays and a range of curated itineraries across Western Europe, Eastern Europe, the Mediterranean and Scandinavia. These offerings are designed to cater to varied traveller segments, including families, couples and group travellers.

As part of the launch, Thomas Cook India has produced a series of AI-generated videos featuring TACY across European destinations. These videos are intended to inspire travel, communicate brand and product USPs and guide customers through key planning considerations. The avatar-based content seeks to humanise digital interactions while maintaining consistency in brand messaging across platforms.

In addition to video-led storytelling, the company is applying traditional media formats in ways that align with digital-first consumption habits. This includes the use of QR codes in offline media that direct audiences to online content, including videos and relevant sections of the Thomas Cook India website. According to the company, this approach is aimed at creating seamless transitions between physical and digital touchpoints, while enhancing discoverability and engagement.

The launch of TACY forms part of a broader strategy to blend technology, personalisation and narrative-driven communication. By combining AI-generated content with conversational interfaces, Thomas Cook India is seeking to create more intuitive and responsive customer experiences, particularly for digitally native audiences.

Commenting on the initiative, Abraham Alapatt, president and group head, marketing, service quality, value added services and innovation at Thomas Cook (India) Limited, said, “India is among the fastest growing digital economies in the world, with one of the youngest and most dynamic traveller demographics. Our customers are digital-first, curious, and expect interactive engagement that goes beyond traditional marketing. With TACY, we are pioneering a new era of marketing innovation — creating immersive, conversational experiences that resonate with new-age travellers. This initiative is perfectly timed with the launch of our flagship Europe Summer 2026 portfolio and extending to other destinations, enabling us to connect with customers in a way that is intuitive, engaging and future-ready.”

The company indicated that TACY will play an expanding role across its communications ecosystem, supporting both marketing and service-led interactions. As AI adoption accelerates across the travel and hospitality sector, Thomas Cook India’s use of a digital avatar underscores how brands are rethinking engagement models to meet evolving customer expectations through scalable, technology-enabled solutions.