• Singapore Airlines has deployed 160+ AI applications and identified 550+ GenAI use cases.
• SIA uses AI across customer service, staff tools, and operations.

Singapore Airlines (SIA) has deployed more than 160 artificial intelligence applications across its business, according to The Business Times. The figure covers AI applications in use across the airline rather than generative AI alone.

Separately, SIA said in its FY2025/26 annual report that it had identified more than 550 GenAI use cases across the group, with more than 140 implemented. The annual report’s GenAI figures and The Business Times’ broader count of deployed AI applications are therefore not directly comparable.

Scaling AI deployment

SIA had already been expanding its GenAI programme before reaching the latest deployment figure. In March 2025, the airline said it had developed more than 250 GenAI use cases over the preceding 18 months and implemented around 50 initiatives across its operations.

By July 2025, SIA said the number of GenAI use cases across Singapore Airlines and Scoot had exceeded 300, with 80 completed. The figures were presented as part of the group’s GenAI programme at its 2025 annual general meeting.

The same presentation showed how widely some of the tools were being used internally. SIA’s GenAI assistant, JARVIS, had 5,079 unique users among 5,600 ground staff, or around 90%, and supported tasks including translation, writing, work review, optimisation, and business account research.

SIA also reported a 100% completion rate for its GenAI 101 staff programme in January 2025, while 91% of managers had completed GenAI 201 by April. The staff programme covered GenAI capabilities and prompt engineering, while the management course focused on risk assessment, business value, and adoption.

The airline also has an established process for testing technologies before wider deployment. KrisLab, SIA’s Digital Innovation Lab, uses a test-and-learn approach to prototype and pilot ideas before scaling those that work.

SIA reported in July 2025 that KrisLab had reduced proof-of-concept and prototype cycle times by 30%, while software development cycle times improved by 18%.

SIA launched its Digital Innovation Blueprint in 2018 as part of its wider transformation programme. The initiative included plans for a Digital Innovation Lab and employee training in digital innovation, design, and agile methods.

In 2022, SIA and the National University of Singapore established a S$45 million Digital Aviation Corporate Laboratory with support from Singapore’s National Research Foundation. Its research areas include AI, machine learning, data science, operations research, analytics, optimisation, and automation.

Projects at the laboratory include revenue management and dynamic pricing, pilot and cabin crew training, employee fatigue modelling, and passenger comfort. SIA and NUS said the laboratory would train more than 70 researchers and PhD students over five years.

AI across airline operations

Customer service is one area where SIA has expanded its use of AI. In March 2025, the airline said it was integrating Salesforce AI tools into its customer case management system to handle defined tasks, summarise previous customer interactions, and provide information to service representatives.

SIA said the implementation was intended to reduce response times and support its customer service teams. Its FY2025/26 annual report also said GenAI upgrades to the Kris chatbot and Scoot’s MARVIE chatbot had improved customer responsiveness and self-service resolution across a wider range of queries while reducing live-chat volumes.

The airline is also using a GenAI-powered Flight Recommender in the booking process to provide flight suggestions and simplify commercial and redemption searches. SIA said the system was handling nearly 10,000 queries a day by the end of FY2025/26.

SIA partnered with OpenAI in April 2025 on generative AI applications for customer service and internal operations. The collaboration included work on SIA’s virtual assistant, an internal employee assistant designed to automate routine processes and provide operational guidance, and other internal applications.

Flight crew scheduling is another operational use case. SIA said AI models would be integrated with existing scheduling tools to support decisions while accounting for regulatory requirements, operational limitations, and available manpower.

The airline has also established governance structures around its AI programme. George Wang, SIA’s senior vice-president of information technology, said in an interview with The Business Times that chief executive Goh Choon Phong led the company-wide AI strategy and that a CEO-chaired committee was subsequently established.

Wang said SIA’s board had also endorsed an AI blueprint covering business value and the future of work. Separately, SIA said in its FY2025/26 annual report that the group developed a dedicated GenAI blueprint in 2023.

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