Singapore Airlines Taps AI for First-Class Customer Support

Flying High with AI

Singapore Airlines is transforming its customer service experience by deploying an advanced AI-powered digital assistant. The new technology is designed to streamline customer queries, offering faster and more accurate responses across booking, baggage and flight status inquiries. Trained in multiple languages, the AI assistant ensures 24/7 support through the airline’s website and mobile app. It marks a bold step in SIA’s broader digitalization strategy, building on previous investments in data analytics and automation.

Behind the Velvet Ropes: Enhanced Efficiency

Developed via a partnership with Microsoft and AI firm Parallax, the digital assistant leverages Azure OpenAI Service to intelligently contextualize customer questions. This not only reduces call center workloads but also enhances the consistency of support across channels. Singapore Airlines reports early improvements in customer satisfaction and operational efficiency as a result. By automating routine services, the airline frees human agents to handle more complex, high-value interactions—raising the overall service bar.