Singapore Airlines (SIA) has announced a partnership with OpenAI to develop and deploy advanced Generative Artificial Intelligence (GenAI) solutions as the first collaboration between OpenAI and a major airline.
Through this partnership, SIA will integrate AI tools capable of interpreting text, audio, diagrams, and video content to enhance customer service capabilities and improve operational efficiencies across the organisation.
The first project under this partnership will focus on upgrading SIA’s existing AI-powered virtual assistant on its website. Building on current features, such as the flight recommender tool, the enhanced virtual assistant will deliver a more seamless and personalised experience for customers as they plan, book, and manage their journeys.
The new system will provide smarter, more intuitive support by helping customers discover destinations, access relevant travel information, and make better-informed decisions.
By simplifying travel planning and expanding self-service options, SIA aims to foster stronger customer engagement and improve overall satisfaction.
SIA staff will benefit from a more powerful AI assistant designed to automate routine tasks and offer operational guidance based on insights from past successful resolutions.
Using OpenAI’s multimodal capabilities, employees will be able to access critical information quickly and make faster, better decisions, allowing them to focus on more complex, high-value work.
SIA also plans to integrate OpenAI’s advanced AI models into its existing systems to optimise key operational areas, including complex tasks like flight crew scheduling.
The AI will help streamline processes by providing data-driven insights that consider regulatory, operational, and manpower requirements, leading to smoother operations and a better experience for travellers.
Managing Director International OpenAI, Oliver Jay added, “We are excited to work with SIA and explore how advanced AI can enhance the travel experience, empower employees, and optimise complex operations."
Shahriena Shukri is a journalist covering business and economic news in Malaysia, providing insights on market trends, corporate developments, and financial policies. More about Shahriena Shukri.
