Singapore Airlines Adopts OpenAI Technology for Travel and Work

Singapore Airlines adopts OpenAI technology

Singapore Airlines is using the OpenAI API and OpenAI models across customer-facing experiences, employee tools, and software development workflows. The airline uses OpenAI models inside Jarvis, its governed internal AI platform for employees, and in its software development workflows to deliver more personalized service, improve productivity, and help teams build more efficiently.

"AI is central to our efforts to deliver more personalized customer experiences and improve productivity across the business. Together with OpenAI, we’re building AI-powered capabilities that make travel more intuitive and seamless for our customers, while enabling our employees to work more efficiently and effectively." —George Wang, Senior Vice President Information Technology, Singapore Airlines

Kris chatbot and customer service

Singapore Airlines moved Kris, its customer-facing chatbot, from a traditional dialog-flow system to an LLM-powered conversational experience using the OpenAI API. The change produced a 2x increase in customer satisfaction score (CSAT).

The airline also deployed AI-assisted tools for customer service representatives, including OpenAI API-powered call summarization, and saw an approximately 10% reduction in average handling time for its customer service representatives.

"Kris has become a more capable self-service channel with OpenAI. It understands customer intent more naturally, helps customers get to the right answer, and gives customer service representatives clearer context when they need to step in." —Jude Anand Suresh, Vice President, Customer Service Information Technology, Singapore Airlines

Flight Recommender and employee tools

Flight Recommender lets customers describe the trip they want in natural language instead of repeatedly adjusting filters, dates, and destinations. Usage has grown nearly 3x over the past year.

"Flight Recommender makes travel discovery feel more like a natural conversation. Powered by OpenAI models through the API, it helps customers describe what they want and find relevant options faster." —Andy Koh, Vice President, Application Services (Sales, Marketing & Cargo), Singapore Airlines

Beyond customer-facing experiences, Singapore Airlines uses OpenAI models in parts of the software development lifecycle, with productivity gains of up to 20% across selected activities. Through Jarvis, its internal AI platform powered by OpenAI models, more than 60% of Singapore Airlines employees use the platform monthly.

Why it matters

The adoption shows how an airline is integrating AI into customer support, travel discovery, employee productivity, and software development, with measurable results in satisfaction, handling time, and user growth.

Sources

• openai.com: Singapore Airlines elevates travel & work with OpenAI technology | OpenAI

This article was drafted with AI assistance and checked against the sources above. Company claims are reported as claims. Cover image is AI-generated.