Singapore Airlines (SIA) has announced a landmark partnership with OpenAI to develop and deploy cutting-edge generative AI solutions, marking the first collaboration of its kind between the AI pioneer and a major airline.

Initially, the partnership will focus on enhancing SIA’s AI virtual assistant to deliver more personalized, intuitive support for planning, booking, and trip management.

The upgraded assistant will interpret text, audio, diagrams, and video to provide real-time, contextual guidance — expanding self-service options and driving customer engagement. SIA employees will also benefit from AI tools that automate repetitive tasks, generate operational insights, and increase productivity

Powered by OpenAI’s multimodal models, the platform will allow staff to access information across formats more efficiently, accelerating decisions and enabling greater focus on mission-critical activities.

SIA also plans to embed OpenAI’s problem-solving models into core operations — simplifying complex processes such as flight crew scheduling while addressing regulatory, staffing, and operational constraints.

“This collaboration with OpenAI exemplifies Singapore Airlines’ commitment to digital innovation and leadership in the airline industry,” said George Wang, Senior Vice President, Information Technology at Singapore Airlines. “By harnessing cutting-edge AI solutions, we will enhance operational efficiency and staff productivity and elevate the end-to-end customer experience.”

OpenAI’s Managing Director, International, Oliver Jay, added, “Singapore Airlines has long been known for its leadership in innovation and service. We are excited to work with SIA and explore how advanced AI can enhance the travel experience, empower employees, and optimize complex operations.”