Singapore Airlines picks Salesforce for AI-powered customer service

Singapore Airlines and cloud-based software company Salesforce have embarked on a strategic partnership aimed at enhancing the airline's customer service operations. This collaboration will integrate Salesforce technologies, including Agentforce, Einstein in Service Cloud, and Data Cloud into Singapore Airlines' customer case management system, with an aim to enhance the personalisation and consistency of customer services provided by the airline.

The partnership also includes the co-development of artificial intelligence (AI) solutions, specifically for airlines at Salesforce’s AI research hub located in Singapore, to provide greater value and additional benefits to the industry.

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In a joint statement, the companies said that Singapore Airlines will utilise Agentforce, an AI system that deploys autonomous agents to perform specific tasks. This will aim to streamline its customer service operations, allowing its customer service representatives to focus on providing enhanced and personalised attention in each customer interaction.

Data Cloud, the hyperscale data engine built within Salesforce, powers Agentforce by combining relevant data together, enabling the AI agents to better support the customer service representatives with personalised advice and solutions for the customers.

SIA will also leverage Einstein generative AI capabilities featured inside Service Cloud, to summarise customers’ previous interactions with the airline. It may also provide guidance on assistance, enabling customer service representatives to better understand and anticipate customer needs and tailor solutions, so as to reduce average response times, facilitating more efficient and proactive customer service.

Goh Choon Phong, chief executive officer at Singapore Airlines said, “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."

He also noted that the Singapore Airlines 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.

“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,” he added. 

In tandem, Marc Benioff, chair and chief executive officer at Salesforce said, ""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," he added.  The partnership follows Salesforce's venture into the AI field after it announced a US$1 billion investment in Singapore over the next five years, affirming a commitment to accelerate the nation’s digital transformation and Agentforce adoption.

The investment, unveiled on Wednesday (12 March), underscores Salesforce’s support for Singapore’s national AI strategy 2.0 and the nation’s vision as a driver of global AI innovation.

Jermaine Loy, managing director of the Singapore Economic Development Board said, "Singapore welcomes Salesforce's investment, which will boost our ongoing efforts to build a vibrant hub for AI innovation and adoption across our economy. Salesforce's initiatives in AI research and workforce development will strengthen our ecosystem by catalysing innovation for key industries and corporates based in Singapore.”

Prior to that, the cloud-based software company was in the news for reportedly cutting more than 1,000 jobs while hiring workers to sell new artificial intelligence (AI) products. Workers affected by the cuts were able to apply for other jobs internally, according to Bloomberg News, citing a person familiar with the matter.

Singapore Airlines has also been in the news lately after its frequent flyer program, KrisFlyer, was named the official lifestyle rewards partner for Lady Gaga’s concert in Singapore. The airline had also recently renewed its title sponsorship of the Formula 1 (F1) Singapore Grand Prix in January. 

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