Qantas is reportedly in “advanced discussions” with Accenture over a potential offshoring deal that could see up to 1,000 back-office roles moved out of Australia as part of an AI-led transformation project known internally as Project iQ.
According to the Australian Financial Review, marketing, finance, human resources and other corporate functions could be impacted if the proposal proceeds.
However, Qantas has told B&T that no decisions have yet been made and that it has not confirmed which functions in particular would be affected.
When asked on Tuesday whether the airline’s marketing function was included in the discussions, a Qantas spokesperson said: “We haven’t confirmed any functions – no decisions have been made and we’re only in very early discussions.”
In a broader statement provided to B&T, a Qantas spokesperson said the airline was exploring a range of options to accelerate its AI transformation, but stressed discussions remain at an early stage.
“Like all organisations, Qantas has been looking at ways to accelerate the use of technology and AI to help us modernise the way we work and deliver better outcomes for our customers and our people,” the spokesperson said.
“We have been exploring partnerships that have the capability to support us and are in early stage discussions with Accenture, but no formal agreement is in place and no decisions have been made.
“We have added thousands of operational roles in Australia in the past few years including pilots, cabin crew and engineers and will hire thousands more over the coming years. We also have a technology hub opening in Adelaide next month, with more than 400 roles to be based there.”
Accenture declined to comment on the reports.
The AFR reported that the proposed partnership with Accenture could see some corporate functions outsourced to India, with a decision on the project expected later this year.
The publication cited anonymous sources familiar with the discussions and reported that Project iQ is being led by Qantas’ chief technology, AI and transformation officer Rachel Yangoyan, with involvement from senior executives including CEO Vanessa Hudson.
If the proposal does proceed, the reported changes would form part of Qantas’ wider strategy to use AI and technology to modernise its operations and reduce costs.
The reports come as Qantas continues to reshape its marketing operations.
Earlier this year, the airline appointed Droga5 as its lead creative agency for for Qantas’ Project Sunrise, further strengthening its relationship with the wider Accenture business.
Project Sunrise is the airline’s 2027 plan to launch ultra-long-haul, non-stop flights from Australia to London and New York using specially configured Airbus A350-1000 aircraft.
