Singapore Airlines (SIA) has joined forces with Salesforce to integrate advanced artificial intelligence (AI) solutions into its customer service operations. The collaboration will see SIA incorporate Agentforce, Einstein in Service Cloud, and Data Cloud into its customer case management system, delivering more personalised and efficient service.
AI-driven customer service solutions
By adopting Agentforce, an AI system that deploys autonomous agents for specific tasks, SIA will streamline operations and allow customer service representatives to focus on personalised interactions. Powered by Salesforce’s Data Cloud, Agentforce consolidates relevant data to provide tailored advice and solutions in real time.
SIA will also utilise Einstein generative AI within Service Cloud to summarise past customer interactions and offer guidance on assistance. This will enable representatives to anticipate customer needs, reduce response times and enhance overall service efficiency.
Co-developing AI solutions for the airline industry
Beyond integrating AI into its own operations, SIA and Salesforce plan to co-develop AI solutions for the wider airline industry at the Salesforce AI Research hub in Singapore. The initiative aims to provide greater value and innovation across the sector.
SIA chief executive officer Goh Choon Phong said the airline remains committed to digital innovation, having developed over 250 generative AI use cases in the past 18 months and implementing around 50 initiatives.
“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,” Goh said. “Together, we will co-create AI solutions that drive meaningful change and set new standards for service excellence in the airline industry.”
Salesforce chair and chief executive officer Marc Benioff said the partnership highlights the growing role of AI-powered automation in transforming business operations.
“The rise of digital labour, powered by autonomous AI agents, is not just reimagining the customer experience—it’s transforming business,” Benioff said. “With our unified digital labour platform, we’re bringing humans together with trusted AI agents to unlock new levels of productivity, innovation and growth.”
