Singapore Airlines will partner with OpenAI to onboard advanced generative artificial intelligence (GenAI) tools to create a seamless and more intuitive experience throughout the customer journey from planning and booking to managing trips.
In a first-of-its-kind collaboration for a major carrier, Singapore Airlines (SIA) and OpenAI will initially focus on improving the existing AI-powered assistant, Kris, on the airline’s website.
The enhanced virtual assistant will offer smarter, more personalised support by expanding self-service options, simplifying processes and using real-time information to make travel suggestions.
Incorporating OpenAI’s next-generation multimodal AI capabilities, this tool will also help SIA staff access and process information across various formats, enabling quicker decision-making and better problem-solving on the fly.
SIA also aims to optimise operational processes by integrating OpenAI’s advanced models with problem-solving capabilities into its existing tools.
This will assist with complex tasks such as flight crew scheduling, while considering regulatory requirements, operational limitations and staffing availability.
By providing analysed data, the AI-powered system will allow SIA staff to make faster, well-informed decisions to streamline operations and ensure a smoother travel experience.
SIA Senior Vice President Information Technology George Wang 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.”
Singapore Airlines currently operates 137 flights per month from seven Australian cities, including additional frequency from Brisbane in June 2025.
For more info, head to singaporeair.com
