Singapore Airlines Partners with Salesforce to Transform Customer Service with AI
Salesforce and Singapore Airlines (SIA) have announced a partnership to integrate Agentforce, Einstein in Service Cloud, and Data Cloud into SIA’s customer case management system. This upgrade aims to enhance service consistency and personalization for customers.
In addition, the companies plan to collaborate at the Salesforce AI Research hub in Singapore to develop advanced AI solutions for the aviation sector — driving greater value and unlocking new opportunities for the industry.
AI Powered Aviation
SIA will implement Agentforce, an AI-powered system that uses autonomous agents to handle specialized tasks, streamlining customer service operations. By automating routine processes, SIA’s customer service representatives can focus on delivering more personalized and high-quality support during customer interactions.
Harnessing Data Cloud and Einstein for Smarter Service
Powered by Salesforce’s Data Cloud — a hyperscale data engine — Agentforce integrates real-time data to enhance AI agents’ ability to support representatives with personalized recommendations and solutions for customers.
SIA will also leverage Einstein’s generative AI capabilities within Service Cloud. This technology summarizes past customer interactions and provides real-time guidance, helping representatives better understand and anticipate customer needs. The result: faster, more efficient, and proactive service.
A Shared Vision for Innovation
Mr. Goh Choon Phong, Chief Executive Officer of Singapore Airlines, highlighted the airline’s commitment to digital innovation: "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."
Marc Benioff, Chair and CEO of Salesforce, praised the collaboration, stating: "The rise of digital labor, 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."
