Cebu Pacific has become Southeast Asia’s first airline to fully integrate generative artificial intelligence across its customer service platforms, marking a significant advancement in the region’s aviation technology landscape.
The budget carrier announced its partnership with Ada, a global AI customer service provider, to deploy an AI-powered virtual agent capable of handling passenger inquiries around the clock. This implementation aims to streamline customer support for the airline’s extensive network, which serves over 20 million passengers annually across 14 countries.
Cebu Pacific has always been at the forefront of innovation, striving to provide extraordinary travel experiences. Partnering with Ada allows us to set a new benchmark in customer service by leveraging AI to better serve our passengers.
Candice Iyog, Cebu Pacific Chief Marketing & Customer Experience Officer
The AI system will initially focus on automating responses to common customer inquiries, including flight bookings, itinerary modifications, and travel documentation requirements. The technology integrates with Cebu Pacific’s existing systems to provide real-time access to booking information and flight status updates.
Through our partnership, we’re empowering Cebu Pacific to not only scale their support across channels and markets but also to continually enhance the performance of their AI Agent.
Mike Gozzo, Ada Chief Product & Technology Officer
The airline plans to expand the AI system’s capabilities to include proactive notifications, multilingual support, and personalized travel recommendations. This initiative is part of Cebu Pacific’s broader strategy to enhance customer experience while optimizing operational efficiency.
Cebu Pacific currently operates flights to 37 domestic destinations within the Philippines and 26 international destinations across Asia, Australia, and the Middle East. The airline has served more than 250 million passengers since its establishment in 1996.
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