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BUSINESS • 12/03/2025 11:50 AM

Salesforce, Singapore Airlines To Enhance Customer Service With AI Solutions 

KUALA LUMPUR, March 12 (Bernama) -- Salesforce, the global leader in artificial intelligence (AI)-powered customer relationship management, has teamed up with Singapore Airlines (SIA) to enhance its customer case management system.

According to a statement, by integrating Salesforce’s Agentforce, Einstein in Service Cloud, and Data Cloud, SIA aims to deliver more consistent and personalised service to its customers.

Salesforce Chair and Chief Executive Officer (CEO), Marc Benioff stated that the collaboration will help elevate customer service, integrating autonomous AI agents to unlock new levels of productivity and innovation in the airline industry.

Meanwhile, SIA CEO, Goh Choon Phong emphasised the airline’s commitment to using advanced technology to enhance customer experience and operational efficiency. He highlighted SIA's proactive adoption of Generative AI, having implemented over 50 initiatives in the last 18 months.

The two companies also plan to co-develop AI solutions for airlines at the Salesforce AI Research hub in Singapore, aiming to provide greater value and additional benefits to the industry.

SIA will utilise Agentforce, an AI system that deploys autonomous agents for specific tasks, to streamline its customer service operations. This will free up customer service representatives to focus on more personalised interactions with customers.

The Data Cloud, Salesforce’s hyperscale data engine, powers Agentforce by combining data that allows AI agents to offer personalised advice and solutions, supporting customer service teams more effectively.

Additionally, SIA will tap into Einstein's generative AI within Service Cloud to summarise customer interactions, helping representatives understand customer needs and provide faster, more tailored assistance. This AI-driven approach is expected to reduce response times, facilitating more efficient and proactive customer service.

-- BERNAMA

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