Singapore Airlines has announced a partnership with OpenAI to introduce advanced generative artificial intelligence (GenAI) tools across parts of its business. The move marks OpenAI’s first collaboration with a major airline.

The airline plans to apply the new technology to areas including customer service and internal operations. The AI systems, capable of interpreting text, audio, diagrams, and videos, are expected to improve SIA’s virtual assistant service and streamline some staff workflows.

Initial work will focus on enhancing SIA’s website-based AI assistant, expanding features such as flight recommendations to offer a more personalised service. The updated system is intended to help customers better plan, book, and manage their travel with quicker access to information.

The airline also plans to introduce an AI-powered assistant for staff, aimed at automating routine queries and providing faster access to operational information. The hope is that this will support quicker decision-making and allow staff to focus on more complex issues.

Singapore Airlines will also explore using AI to assist with complex processes like crew scheduling. By analysing operational requirements, staffing availability, and regulatory considerations, the technology is expected to help staff make faster and more informed decisions, the company said.

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, said: “Singapore Airlines has long been known for its leadership in innovation and service. We are excited to work with SIA and explore how advanced AI can enhance the travel experience, empower employees, and optimise complex operations.”