At the DIGGIT 2025 conference, the project integrating reinforcement learning into the Ljubljana Airport FLY advertising platform – developed by Fraport Slovenia and iPROM – won the Grand Prize for Digital Efficiency and the Gold Prize in the Data Use in Digital Advertising category. The project received these awards based on its measurable business results, innovative use of artificial intelligence, and consistent, long-term data strategy.
At the heart of the award-winning project is an advanced combination of Fraport’s first-party data and artificial intelligence (AI) for reinforcement learning. Fraport Slovenia has embedded this technology into its digital advertising infrastructure, allowing real-time recognition of user responses and autonomous, continuous optimization of media placements and ad creatives. This marks the first systematic deployment of reinforcement learning in regional advertising practices based on proprietary infrastructure, enabling targeted and personalized advertising on the open web without reliance on external platforms.
The project’s effectiveness is reflected in its results. The Ljubljana Airport FLY platform – the first regional retail media network for tourism – drove the sale of 29.064 airplane tickets, increased the conversion rate from 12% to 15.9%, lowered the cost per ticket by 10%, and improved overall campaign performance by 30%.
The expert jury praised the projects with the following statement: “The Ljubljana Airport FLY project is an exceptional example of how advanced use of artificial intelligence with reinforcement learning can directly impact key business results. It is a technologically and strategically sophisticated project that combines data, automation, and adaptability in an original way, clearly demonstrating how artificial intelligence can drive growth – not just in theory, but with measurable results. With the ability to compete with global platforms while remaining tailored to a specific industry, this work is a compelling example of digital efficiency.”
“We are pleased that the jury recognized the long-term vision and innovation we brought to the field of digital promotion of airline destinations together with iPROM. The Gold Award in the Data Usage category and the Grand Prize for Digital Efficiency at DIGGIT 2025 confirm that we are on the right track in building our own infrastructure, based on data sovereignty and artificial intelligence,” said Monika Jelačić, Fraport Slovenija’s Head of Corporate Communications. She added: “In the future, we will offer the platform as a specialized trading media network for the tourism sector to other tourism providers, giving them access to advanced, independent technological infrastructure.”
“The Ljubljana Airport FLY 2.0 project is proof that using your own data and advanced artificial intelligence methods can deliver measurable results and digital solutions that are not only effective, but also provide a strategic business advantage. It is also an acknowledgment of the project’s true development vision and strong partnership,” added Leon Brenčič, iPROM’s Client Service Director.
