Airlines are on the cusp of modernizing fare shopping to a more "Amazon-like" retailing experience with tailored offers and other means of improving revenues through targeted upsell. The ticket selling landscape will necessarily get fractured and much more complex in order to fully monetize the opportunity. This presents a myriad of new challenges for both Airline Revenue Management (RM) departments and the Operations Research (OR) groups and companies that support them. This presentation will focus on the need for innovative new data sources and models, the changing role of RM in an increasingly AI led "black box" world and the impact highly leveraged OR professionals will have on a vital source of future airline profitability.