SIA to develop AI solutions for airline industry
March 15, 2025
Singapore Airlines (SIA) is partnering with Salesforce to advance the use of artificial intelligence (AI) in the aviation sector.
As part of this collaboration, SIA is integrating Agentforce, Einstein in Service Cloud, and Data Cloud into its customer case management system.
Beyond this implementation, SIA and Salesforce have said they will co-develop AI solutions for the airline industry at the Salesforce AI Research hub in Singapore.
The goal is to deliver innovative AI-driven tools that provide greater value and efficiency across the sector. They did not give any further details on what this may look like.
Agentforce, an AI system that automates specific tasks, will help streamline SIA’s customer service operations.
The integration of Data Cloud, a hyperscale data engine within Salesforce, allows Agentforce to aggregate and analyse relevant data, enabling AI agents to offer better support.
SIA will also harness Einstein’s generative AI capabilities within Service Cloud. This technology summarises customer interactions and provides real-time guidance, helping service representatives anticipate customer needs.
Goh Choon Phong, Chief Executive Officer of 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.
“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.
“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 Chair and Chief Executive Officer Marc Benioff 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.”
