With its digitalized infrastructure already enriched with over 250 generative AI projects, the airline has now enhanced customer case management

In order to deliver more consistent and personalized service, Singapore Airlines (SIA) has announced the addition of AI into its existing infrastructure.

On 12 Mar 2025, the firm was announced to be in a partnership with a business software firm to incorporate an AI-powered  customer case management system that deploys autonomous agents to perform specific tasks.

This can help to streamline the airline’s customer service operations, allowing its representatives to focus on providing enhanced and personalized attention in each customer interaction.

In addition, the upgrade includes two other modules:

  • A hyperscale data engine that combines relevant data together, to enable the AI agents in the customer case management system to extract and process personalized advice and solutions for the customer service representatives
  • Generative AI tools to be used for summarizing customers’ previous interactions with the firm and for providing guidance on assistance. This is to enable customer service representatives to get a better understanding of customer needs in order to proactively anticipate expectations, tailor personalized solutions, and reduce average response times.

Said the airline’s Chief Executive Officer, Goh Choon Phong: “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,” noting that the addition of the customer case management system “enhances our ability to efficiently assist our customers…”

According to Marc Benioff, Chair and Chief Executive Officer, Salesforce, the technology partner involved in the digital transformation: “The rise of digital labor, powered by autonomous AI agents, is not just reimagining the customer experience ‌ — ‌ it’s transforming business.”

In the pipeline is a plan for the two firms to co-develop AI solutions in Singapore for the air travel industry, with the goal of helping businesses obtain greater value and additional benefits from digital transformation.