A first-of-its-kind partnership is bringing Southwest’s flight schedule into ChatGPT.
The carrier said shoppers can now look up flight times and fares and compare trips using the generative AI. If customers are uncertain about where they want to go, they can ask ChatGPT for recommendations, and it will call up potential connections based on expressed preferences and interests.
Southwest said the new capability is part of a broader partnership with OpenAI, the developer of ChatGPT, and Amazon Web Services. The aim is to surface Southwest’s offerings earlier in a customers’ online search process, and create a “direct path” to booking options.
Further integration of the airline’s booking process into ChatGPT is planned.
At this stage, customers who are ready to book are directed from ChatGPT to Southwest’s website to complete their reservation.
“Customers are evolving how they plan their travel, and Southwest is helping to shape what comes next,” Sabrina Callahan, chief digital and marketing officer at Southwest, said in a news release. “It is a meaningful example of how we test and learn with AI innovation to continue the customer-first approach that defines our brand.”
Southwest cautioned that flight availability, schedules, and fares are provided at the time of a search, and may not reflect subsequent changes.