Singapore Airlines has announced a new collaboration with OpenAI, an American AI firm, to improve its customer service.
This partnership will enhance Singapore airline’s virtual assistant, allowing it to provide more personalized support and respond to customer inquiries with increased accuracy.
Additionally, the AI improvements are expected to benefit Singapore Airlines’ staff by automating routine tasks and aiding in complex operations like flight crew scheduling, while considering regulations and workforce availability.
This initiative is noted as the first of its kind between OpenAI and a major airline. Furthermore, Singapore Airlines is also collaborating with Salesforce to integrate its Agentforce and other AI technologies into the Singapore airline’s customer management system, with plans to develop new AI innovations at Salesforce’s AI research hub in Singapore, operational since 2019.
Other airlines are also advancing their AI capabilities; for instance, Delta Airlines introduced ‘Delta Concierge’, an AI tool for traveler assistance at CES 2025, and Air India partnered with Microsoft to enhance its virtual assistant using Azure AI services, focusing on generative content and backend integration.
Moreover, Air India’s staff is utilizing Microsoft’s Copilot tools to optimize everyday tasks. Essential areas like ground operations, cargo, engineering, commercial services, and the digital and technology sector are depending on Copilot to support and improve vital technical systems. As AI transforms the aviation sector, airlines globally are making significant investments in smart solutions to improve customer experience and operational efficiency.
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