According to a report by SITA, 97% of airlines in the aviation industry are planning to develop generative AI, stealing the limelight from the Metaverse. The report highlights the industry's rapidly changing innovation landscape and identifies 12 megatrends that will shape the travel industry by 2033. It reveals that airlines are increasingly adopting biometric-enabled digital identity technologies, touchless solutions, and single token systems. The report also emphasizes the growing use of AI and machine learning in the industry.