Press release issued by: Salesforce and Singapore Airlines.
SINGAPORE – March 12, 2025 – Salesforce and Singapore Airlines (SIA) today announced
that the Airline is 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.
The two companies also plan 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.
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.
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.
Mr Goh Choon Phong, Chief Executive Officer, Singapore Airlines, said: “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.”
“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.”
Marc Benioff, Chair and Chief Executive Officer, Salesforce, said: "The rise of digital labour,
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. 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.”
About Salesforce
Salesforce helps organizations of any size reimagine their business with AI. Agentforce —
the first digital labor solution for enterprises — seamlessly integrates with Customer 360
applications, Data Cloud, and Einstein AI to create a limitless workforce, bringing humans
and agents together to deliver customer success on a single, trusted platform. Visit
www.salesforce.com for more information.
About Singapore Airlines
The Singapore Airlines (SIA) Group’s history dates to 1947 with the maiden flight of Malayan
Airways. The airline was later renamed Malaysian Airways and then Malaysia-Singapore
Airlines (MSA). In 1972, MSA split into Singapore Airlines and Malaysian Airline System.
Initially operating a modest fleet of 10 aircraft to 22 destinations in 18 countries, SIA has
since grown to be a world-class international airline group that is committed to the constant
enhancement of the three main pillars of its brand promise: Service Excellence, Product
Leadership, and Network Connectivity. Singapore Airlines is the world’s most awarded
airline. For more information, please visit http://www.singaporeair.com
Media Contacts
Singapore Airlines Public Affairs
Tel: (65) 6541-5880 (office hours)
Tel: (65) 9753-2126 (after office hours)
E-mail: public_affairs@singaporeair.com.sg
Salesforce
Sadaf Whiskin
Tel: (65) 9009-3327
E-mail: swhiskin@salesforce.com
