Singapore Airlines and Salesforce collaborate on AI-powered customer service applications

The following article was published by Future Travel Experience

Singapore Airlines is collaborating with Salesforce to co-develop Artificial Intelligence (AI) solutions for airlines at the Salesforce AI Research hub in Singapore to further enhance customer experience.

Singapore Airlines (SIA) – a Headline Partner of APEX FTE Asia Expo, Singapore, 11-12 November 2025 – is collaborating with Salesforce to co-develop Artificial Intelligence (AI) solutions for airlines at the Salesforce AI Research hub in Singapore, aiming to provide greater value and additional benefits to the industry. The airline is also incorporating Agentforce, Einstein in Service Cloud, and Data Cloud into its customer case management system, enabling it to deliver more consistent and personalised service to its customers.

SIA will utilise Agentforce, an AI system that deploys autonomous agents to perform specific tasks. This helps 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.

“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,” said Mr Goh Choon Phong, Chief Executive Officer, Singapore Airlines. “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.”

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

“The rise of digital labour, powered by autonomous AI agents, is not just reimagining the customer experience – it’s transforming business,” said Marc Benioff, Chair and Chief Executive Officer, Salesforce. “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.”

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Singapore Airlines and Salesforce collaborate on AI-powered customer service applications