Singapore Airlines (SIA) and OpenAI have teamed up to develop and implement Generative AI (GenAI) tools for the airline – this marks OpenAI’s first collaboration with a major carrier.
The tools will interpret text, audio, diagrams and video to support customer service functions and streamline internal processes, with the aim of improving operational efficiency and staff productivity.
The initial phase will focus on enhancing SIA’s AI-powered virtual assistant on its website. Building on current features such as the flight recommender, the updated assistant will support customers through planning, booking and managing their travel, with improved self-service functions.
SIA staff will also have access to a new AI assistant designed to automate routine tasks and provide operational support. Powered by OpenAI’s multimodal models, the tool will help staff retrieve and process information across formats, enabling quicker decisions and more effective problem-solving.
Furthermore, SIA plans to integrate OpenAI’s AI models into existing tools used in operational planning. These will support tasks such as flight crew scheduling by factoring in regulations, resource availability and operational constraints. The goal is to enable faster, data-informed decisions and more efficient operations.
George Wang, senior vice president information technology, Singapore Airlines, said: “This collaboration with OpenAI exemplifies Singapore Airlines’ commitment to digital innovation and leadership in the airline industry. 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.”
Oliver Jay, managing director, international, OpenAI, added: “We are excited to work with SIA and explore how advanced AI can enhance the travel experience, empower employees, and optimise complex operations.”
