Singapore Airlines recently revealed a new partnership with American artificial intelligence company OpenAI to enhance its customer service operations. Through this collaboration, the airline’s virtual assistant will be upgraded to deliver more personalised support, efficiently addressing customer inquiries with greater accuracy.

Beyond customer service, Singapore Airlines’ employees are also expected to benefit from the AI-driven enhancements. The improved virtual assistant will automate routine administrative processes and assist staff in complex tasks, such as flight crew scheduling, while factoring in regulatory guidelines, operational constraints, and workforce availability. The airline highlighted that this initiative marks the first collaboration of its kind between OpenAI and a major airline.

In addition to its partnership with OpenAI, Singapore Airlines has also teamed up with Salesforce. Together, they are working to integrate Salesforce’s Agentforce and other AI technologies into the airline’s customer case management system. Furthermore, both companies plan to develop new AI innovations at Salesforce’s AI research hub in Singapore, which has been operational since 2019.

Singapore Airlines is not alone in its push towards AI integration. At the Consumer Electronics Show (CES) 2025 held in January, Delta Airlines introduced ‘Delta Concierge’, an AI-powered tool designed to assist travelers with services like airport navigation and home-to-airport transfers.

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Meanwhile, Air India has also been advancing its AI capabilities. Last year, it partnered with Microsoft to leverage Azure AI services to upgrade its virtual assistant. According to a report from Microsoft, Air India redesigned its AI framework for enhanced generative content and improved backend integration. The airline also adopted Azure AI Content Safety to ensure secure and responsible interaction with its virtual assistant.

Additionally, Air India’s workforce is actively using Microsoft’s Copilot tools to streamline daily operations. Key departments such as ground operations, cargo, engineering, commercial services, and the digital and technology division are relying on Copilot to maintain and enhance critical technical systems.

As AI continues to reshape the aviation industry, airlines worldwide are investing heavily in intelligent solutions to enhance both customer experience and operational performance.

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