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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."
