Singapore Airlines (SIA) and OpenAI have announced that they are working together to develop and implement advanced Generative Artificial Intelligence (GenAI) solutions for SIA, in the first of its kind collaboration between OpenAI and a major carrier. OpenAI is the developer of popular artificial intelligence (AI) chatbot ChatGPT.
These tools will be able to interpret text, audio, diagrams, and videos to augment SIA’s customer servicing capabilities, as well as streamline processes to improve operational efficiencies and staff productivity.
The two organisations will firstly partner together to improve SIA’s existing AI-powered virtual assistant on its website. Building on current capabilities, such as the flight recommender feature, SIA will be able to deliver a more seamless and intuitive experience for customers as they plan, book, and manage their journeys.
Smarter and more personalised support
This enhanced virtual assistant will be able to offer smarter, more personalised support, helping customers discover suitable destinations, and making informed decisions with access to timely and relevant information.
By simplifying the travel process and expanding the self-service capabilities, the assistant will provide a more cohesive and responsive experience, fostering stronger customer engagement and increased customer interactions with the airline.
Benefits for staff
SIA staff will benefit from an enhanced AI-powered virtual assistant designed to automate routine processes and provide guidance on operational tasks, leveraging insights from successfully resolved issues.
SIA also aims to optimise its operational processes by integrating OpenAI’s advanced AI models with problem-solving capabilities into its existing tools. This will assist in decision-making for complex tasks such as flight crew scheduling, while considering regulatory requirements, operational limitations, and manpower availability.
OpenAI opens Singapore office
In October 2024, OpenAI announced plans to open an office in Singapore as reported by CNA.com. This will be the company’s second Asian office after establishing a presence in Tokyo.
Singapore is one of four new offices globally and is a hub from which OpenAI supports customers and partners in the Asia-Pacific region.
Based on a Business Times report, Singaporeans are ‘among the highest per capita users’ of ChatGPT globally, says the company.
Partnership with Salesforce
While this is OpenAI’s first partnership with a major airline, this is not SIA’s first as the airline has also teamed up with Sales Force earlier in March this year to enhance its customer service operations as reported by Marketing Interactive.
The collaboration will integrate Salesforce’s technologies, including Agentforce, Einstein in Service Cloud, and Data Cloud into Singapore Airlines’ customer case management system, with an aim to enhance the personalisation and consistency of customer services provided by the airline.
The partnership also includes the co-development of AI solutions, specifically for airlines at Salesforce’s AI research hub located in Singapore, to provide greater value and additional benefits to the industry.
