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United Airlines boosts customer satisfaction using generative AI

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United Airlines boosts customer satisfaction using generative AI
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United Airlines has introduced the use of generative artificial intelligence to improve customer satisfaction, achieving a 6% increase. The airline employs Language Learning Models (LLMs) and AI tools like ChatGPT to enhance communication with customers about flight statuses.

The initiative aims to provide transparent and human-like updates regarding flight delays, cancellations, and service disruptions. United's data infrastructure, including the United Data Hub and the AI/ML platform "Mars," supports this development.

Jason Birnbaum, United Airlines' Chief Information Officer, explained the company's approach: “We worked hard to fine-tune this model to take operational feeds, notes from our operations teams, the crew, and all these different sources of data, and have AI take all this data and create a narrative that is more transparent, empathetic, decisive, and clear as we can be. As opposed to a canned message, we try to write a specific story about what’s going on with your flight."

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United uses ChatGPT for secure internal testing while employing an LLM for external users called "Every Flight Has a Story." This service offers quicker and clearer flight-status updates through over 100,000 push notifications sent so far.

Francesca Vasquez from Amazon Web Services praised United's innovative use of their platform: “United is just getting started. Historically, United storytellers had to manually edit templates... United realized that gen AI could automate most of these messages.”

United plans further applications of AI in areas such as baggage handling and predictive maintenance for aircraft.

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