Singapore Airlines taps OpenAI to reimagine travel with AI-first customer journey

Singapore Airlines (SIA) has teamed up with OpenAI to roll out advanced generative AI tools across its business, marking the first time the ChatGPT-maker is partnering with a major airline.

The collaboration will see OpenAI’s multimodal capabilities - which can interpret text, audio, video and diagrams - integrated into SIA’s customer service channels and internal systems.

The first project on the runway is an overhaul of SIA’s AI-powered virtual assistant. Currently used to recommend flights and assist with bookings, the enhanced assistant will be able to offer smarter, more personalised travel planning, helping customers discover destinations and manage trips more intuitively.

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The tool will also expand SIA’s self-service features, with the airline aiming to create a more seamless and responsive experience that boosts engagement and supports conversion.

On the backend, SIA staff will gain access to an internal version of the AI assistant designed to automate routine queries and guide employees through operational tasks. Powered by OpenAI’s models, the system will draw on past issue resolutions and support faster decision-making, particularly in time-sensitive scenarios.

OpenAI’s technology will also be integrated into SIA’s existing tools to support complex tasks such as flight crew scheduling. The AI will factor in regulatory requirements, manpower availability and operational constraints to help optimise planning and streamline operations.

George Wang, senior vice president of information technology at Singapore Airlines, said the collaboration reflects SIA’s focus on innovation and digital leadership.

“By harnessing cutting-edge AI solutions, we will enhance operational efficiency and staff productivity, and elevate the end-to-end customer experience, helping the SIA Group retain its industry-leadership position,” Wang said.

Oliver Jay, managing director, international, at OpenAI, added: “Singapore Airlines has long been known for its leadership in innovation and service. We are excited to work with SIA and explore how advanced AI can enhance the travel experience, empower employees, and optimise complex operations.”

While this is OpenAI's first partnership with a major airline, the same can't be said for Singapore Airlines when it partnered up with Salesforce earlier in March this year to enhance its customer service operations. 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

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