Singapore Airlines (SIA) is partnering with OpenAI to create and put into use advanced generative artificial intelligence (AI) tools for the airline.

The pair are working to create solutions that can interpret text, diagrams, videos and audio to help with customer servicing capabilities. The partnership will also improve operation efficiency and staff productivity, SIA said in a release.

“This collaboration with OpenAI exemplifies Singapore Airlines’ commitment to digital innovation and leadership in the airline industry,” said George Wang, senior vice president of information technology for SIA. “By harnessing cutting-edge AI solutions, we will enhance operational efficiency and staff productivity and elevate the end-to-end customer experience, helping the SIA Group retain its industry-leadership position.”

To kick things off, SIA and OpenAI will work to improve the airline’s existing AI assistant on its website, building on its abilities to offer more personalized customer support.

The enhanced feature will benefit staff by automating routine processes and providing guidance on operational tasks.

SIA also plans to integrate OpenAI’s advanced AI models into its existing tools so it can help with “complex tasks” such as flight crew scheduling.

“Singapore Airlines has long been known for its leadership in innovation and service,” said Oliver Jay, managing director of international for OpenAI. “We are excited to work with SIA and explore how advanced AI can enhance the travel experience, empower employees and optimize complex operations.”