ACA Forum Explores Changing Role of Air Charter Brokers with AI

AI cannot replace air charter brokers at this time, industry experts opined during a session this morning at The Air Charter Association (ACA) U.S. Regional Forum, but they also see growing use of back-end AI systems to make the process more efficient. ACA kicked off its 2026 U.S. forum in Dallas with a focus on the charter broker’s value and changing role, particularly as AI takes root.

The key theme for brokers, according to panelists Wendi Matthews-Ortiz, senior v-p of executive aviation for Hunt & Palmer, and Logan Laporte, v-p of strategy for Trilogy Aviation Group, is the communication that the broker provides as a conduit between the retail customer and the operator. Roger Zhan, founder and CEO of Floating Fleet AI, added that the broker brings certainty in a transaction that typically does not have it.

AI, Zhan added, ideally can offer real-time pricing, feasibility, and aircraft availability. But he cautioned the data is only as good as what operators are willing to share. Saskia de Jong, director of customer success for Avinode, agreed, saying operators can be reluctant to share their pricing data.  

De Jong pointed to rough estimates that 88% of organizations say they use AI to some extent. But, she added, that doesn’t mean it will get rid of brokers. So many things can go wrong in the process of chartering the aircraft that the human interface is necessary.

However, the panelists have found use cases. Simon Freund, CEO of The Private Jet App, cited coding and development of processes. De Jong further noted that it can ease the administrative burden in areas such as invoicing.

The two-day ACA U.S. Regional Forum, which opened with an evening reception at the Business Jet FBO at Dallas Love Field, follows the inaugural forum held in August 2025 in Fort Lauderdale, Florida. The UK-based organization has expanded its reach into the U.S. in recent years with roundtables in Colorado and Georgia before adding what it expects will be an annual gathering. 

These events are designed to support its growing U.S. membership, which numbers nearly 60 from 19 states, but also to serve as a bridge between the North American business aviation community and its international counterparts.

“We are growing in the U.S., really rapidly,” said CEO Glenn Hogben during the opening reception, adding, “One of the things we’re very passionate about is networking, particularly between operators, brokers, and our support companies.”

This year’s forum is further focused on elevating the U.S. charter market, with sessions on whether it needs tighter regulations, as well as one that focuses on illegal charters. Also on tap were highlights on chartering in Europe.