Singapore Airlines (SIA) has joined forces with OpenAI to improve its customer experience through advanced artificial intelligence (AI) technology. This partnership is set to transform how customers interact with the airline, making the booking and management of flights simpler and more personalised.

One of the key areas of improvement is SIA’s virtual assistant, which is currently available on the airline’s website. The upgraded assistant will use AI to offer more intuitive and relevant support, helping travellers plan, book, and manage their journeys with greater ease. It will suggest destinations based on customer preferences and provide up-to-date information when needed, making the process smoother and more tailored to individual needs.

The new system will also expand the self-service options available to customers. This means that passengers will be able to complete more tasks on their own, reducing the need to wait for assistance and creating a more seamless experience.

For SIA staff, the collaboration with OpenAI also brings benefits. The enhanced virtual assistant will help automate routine tasks and provide guidance on operational matters. Staff will be able to access and process information across different formats, such as text, audio, and video, which will help them make quicker, more informed decisions. This will free them up to focus on more important tasks, ultimately improving efficiency and productivity. Singapore Airlines AI

Additionally, the airline plans to integrate OpenAI’s AI models into its operational tools to support decision-making in areas like flight crew scheduling. This will help streamline complex tasks and ensure smoother operations, benefiting both staff and customers.