Cebu Pacific, the country’s leading budget carrier, has become the first airline in Southeast Asia to fully integrate generative artificial intelligence (AI) into its customer support service.
In a statement, Cebu Pacific said it is partnering with Canada-based AI customer service company Ada to launch the airline’s first generative AI agent.
“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,” said Cebu Pacific Chief Marketing and Customer Experience Officer Candice Iyog.
“This milestone underlines our commitment to providing quick and seamless solutions to our customers while optimizing operations,” she added.
The new AI agent will support passengers by automating common inquiries such as flight bookings, itinerary changes, and travel documentation requirements.
Cebu Pacific said this will operate 24/7, ensuring customers receive support in real-time.
The AI’s generative capabilities enable personalized and context-aware responses, delivering instant, accurate, and human-like interactions.
The AI agent will be integrated into Cebu Pacific’s systems to provide customers with accurate and prompt information about their bookings, flight statuses, and more.
“Cebu Pacific, the Philippines’ leading airline serving over 20 million passengers annually across 14 countries, is setting a bold example of how applied AI can transform customer service,” said Ada Chief Product and Technology Officer Mike Gozzo.
“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,” he added.
Gozzo said Ada’s state-of-the-art AI management platform is uniquely designed to help businesses such as Cebu Pacific deliver quality customer service. He added that the company will continue to improve the carrier’s AI agent through further coaching and optimization.
The rollout of the AI agent is a key part of Cebu Pacific’s long-term strategy to innovate customer experience.
The budget carrier highlighted that it will continue exploring new applications of AI in its customer service, including proactive notifications, multilingual support, and intelligent recommendations for travelers.