GOL airline starts using Artificial Intelligence
Brazil’s GOL Linhas Aéreas started the year following technology trends and is now developing initiatives using Artificial Intelligence (AI) from the Microsoft Azure OpenAI service. Coordinated by GOL Labs, the work will be carried out on three fronts with the intention of improving the customer experience by automating processes and generating data/insights.
As a first proposal, the area has created a tool that will be used by all employees and third parties who have access to Microsoft Teams. It is a chat bot that uses generative artificial intelligence and natural language to ‘talk’ to the user and promote more accurate and intelligent responses in a very short space of time.
For the first time, the topics that users can “search” are: ethics and compliance and general airport services procedures. The user only has to type in the question and the artificial intelligence will formulate the answer based on the content that has been used to “feed” its knowledge base.
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The second initiative consists of improving the functionalities of a chat bot on the website of GOLLOG, GOL’s logistics unit – used by customers for various queries.
According to Rodrigo Fernandes Garcia, Director of Digital & GOL Labs, in the current version, the technology used is based on ‘decision trees’ “the customer needs to click on the options to reach the desired answer in a static way, but in the future, we will integrate generative Artificial Intelligence into the chat bot so that it can provide more accurate, consistent and personalized answers based on what the customer has searched for and also allowing a self-service connected to the services available in the channel.
Finally, the third initiative is related to sentiment analysis and categorization of comments received on GOL’s social networks and app stores (Play Store and Apple Store). This project is already in production and consists of using Artificial Intelligence to automatically “read” all customer comments received on the aforementioned channels and categorize them into positive, neutral and negative.
In addition, a categorization is made related to the subject of the comment and to which group it belongs (examples: acquisition, check-in, etc.). These groups are sort of “divisions” within the Digital area and each one deals with a part of the digital channel process. After this stage, a dashboard is created with the consolidated data so that managers can take action.
“The work we are doing in the Generative Artificial Intelligence area aims to identify opportunities for this technology to help the company become more efficient and productive, and these initiatives show that we are on the right track,” said Luiz Borrego, CIO of GOL.
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