Singapore Airlines partners with Salesforce for AI service

Singapore Airlines and Salesforce have announced a collaboration to enhance customer service systems through AI-powered applications and plan to develop further solutions for the airline industry.

The collaboration involves integrating Salesforce's Agentforce, Einstein in Service Cloud, and Data Cloud into Singapore Airlines' existing customer case management system. This integration aims to increase consistency and personalisation in customer service experiences.

Singapore Airlines will implement Agentforce, an AI system that employs autonomous agents for task management. This approach is expected to streamline customer service operations, allowing representatives to focus on offering tailored service. Data Cloud will support these AI agents by amalgamating relevant data, thus facilitating tailored advice and solutions for customers.

The airline will also use Einstein's generative AI features in Service Cloud, which can summarise previous customer interactions and provide guidance on customer assistance. This capability is anticipated to reduce response times and enhance customer service efficiency.

Mr Goh Choon Phong, Chief Executive Officer of Singapore Airlines, stated, "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."

Commenting on the partnership, Mr Goh added, "Salesforce is a pioneer in agentic AI. Integrating Agentforce, Einstein in Service Cloud, and Data Cloud into SIA's customer case management system enhances our ability to efficiently assist our customers and marks the first step in our collaboration. Together, we will co-create AI solutions that drive meaningful and impactful change and set new standards for service excellence in the airline industry."

Salesforce's Chair and Chief Executive Officer, Marc Benioff, noted the partnership's significance: "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."