Singapore Airlines, OpenAI link up to build AI solutions to raise efficiency, customer service
This is the AI startup’s first tie-up with a major carrier, where it will co-develop solutions for SIA
[SINGAPORE] Singapore Airlines (SIA) has partnered ChatGPT-maker OpenAI to develop and execute generative artificial intelligence (AI) solutions for the airline.
The collaboration with the AI company co-founded by Elon Musk, the world’s richest person, will build tools capable of interpreting text, audio, diagrams and videos to improve the airline’s customer service, staff productivity and operational efficiency, the national carrier said on Friday (Apr 25).
This is the AI startup’s maiden partnership with a major carrier, where it will develop solutions with and for the latter.
Both companies will work together to upgrade the AI virtual assistant on SIA’s website by building on its current capabilities, such as its flight recommender feature, for a more seamless and intuitive customer experience.
The enhanced AI virtual assistant will be more responsive, offer smarter and more personalised customer service and expand self-service capabilities by enabling customers to discover suitable destinations and make decisions.
The tool will also automate routine processes and provide SIA staff with guidance for operational tasks by drawing insights from successfully resolved past cases. By using OpenAI’s multimodal AI capabilities, staff will be able to access and process information across different formats; this will speed up decision-making, improve problem-solving and allow greater focus for critical tasks.
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SIA will also optimise its operational processes by integrating OpenAI’s advanced AI models into its existing tools. The AI-driven system will enable staff to make quicker and more well-informed decisions by providing decision-making support for complex tasks such as flight-crew scheduling, while taking into consideration regulatory requirements, operational limits and manpower availability.
This tie-up follows OpenAI’s announcement last October of plans to set up a Singapore office as an Asia-Pacific hub, its second Asia office after the launch of its first in Tokyo in April 2024.
The AI company cited the city-state as having some of the highest per capita users of ChatGPT globally. Its chief executive Sam Altman also noted Singapore’s track record in technological and AI leadership.
OpenAI has established partnerships with companies such as Adobe, Microsoft and home-grown ride-hailing superapp Grab. Founded by Musk and Altman in 2015, it is currently embroiled in a dispute over its potential restructuring into a for-profit firm and has been sued by the Tesla CEO, who opposes such a transition.
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