Singapore Airlines (SIA) has teamed up with Salesforce to integrate advanced artificial intelligence (AI) technologies into its customer service operations. The airline will incorporate Agentforce, Einstein in Service Cloud, and Data Cloud into its customer case management system, aiming to provide more personalised and efficient service to passengers.
This partnership will also see both companies working together at the Salesforce AI Research hub in Singapore to develop AI solutions specifically for the airline industry. Their goal is to drive innovation and create technology that benefits both SIA and the broader aviation sector.
Enhancing customer service with AI technology
SIA is adopting Agentforce, an AI system that uses autonomous agents to handle specific tasks, reducing the workload on customer service representatives. This allows agents to focus on delivering more personalised attention to passengers. Data Cloud, Salesforce’s hyperscale data engine, will power Agentforce by integrating relevant customer data, enabling AI-driven agents to provide better support with tailored recommendations.
Additionally, SIA will leverage Einstein generative AI within Service Cloud to summarise previous customer interactions. This feature will help service representatives anticipate passenger needs, offer more relevant solutions, and respond more efficiently, ultimately reducing wait times and improving customer satisfaction.
Goh Choon Phong, Chief Executive Officer of Singapore Airlines, highlighted the airline’s commitment to digital transformation. “As the world’s leading digital airline, Singapore Airlines is committed to investing in and leveraging the relevant technologies to enhance customer experiences, improve operational efficiencies, drive revenue generation, and boost employee productivity. The SIA Group has been an early adopter of Generative AI solutions, developing over 250 use cases over the last 18 months and implementing around 50 initiatives across our end-to-end operations,” he said.
A new standard for AI in the airline industry
The collaboration with Salesforce marks a significant step for SIA in adopting AI-powered solutions to elevate customer service standards. By integrating AI into its customer case management system, SIA aims to set a new benchmark for service excellence in the airline industry.
Marc Benioff, Chair and Chief Executive Officer of Salesforce, emphasised the potential of AI to transform business operations. “The rise of digital labour, powered by autonomous AI agents, is not just reimagining the customer experience — it’s transforming business. We’re thrilled to partner with Singapore Airlines, a trailblazer in this AI revolution, to elevate their already outstanding customer service to unprecedented heights, augment their employees and collaborate on groundbreaking AI solutions for the airline industry. With our deeply unified digital labour platform, we’re bringing humans together with trusted, autonomous AI agents, unlocking new levels of productivity, innovation and growth.”
As the airline industry continues to explore AI applications, SIA’s partnership with Salesforce could pave the way for more advanced customer service solutions, ensuring a seamless and more personalised travel experience for passengers.
