Air India Partners with Salesforce to Improve Customer Service with Agentic AI

Air India has expanded its collaboration with Salesforce by adopting Salesforce Agentforce as part of its ongoing digital transformation. The airline becomes one of the first to implement Agentforce to automate customer service processes and improve operational efficiency. 

The first application of Agentforce will focus on automating refund requests to accelerate the resolution process and enhance customer satisfaction.

Air India has been a long-time Salesforce customer, using Service Cloud, Sales Cloud, Data Cloud, and Einstein AI to support its business operations. The latest initiative represents a strategic step toward integrating AI into its operations to deliver more efficient and personalised customer experiences.

Refund requests often require multiple steps between Air India’s contact centre and the refunds team, which can delay the resolution. By deploying Agentforce, the airline aims to streamline and automate these processes, reducing the need for manual intervention. This will help agents focus on higher-priority tasks while speeding up issue resolution for customers.

Following the success of this initial use case, Air India plans to scale the use of Agentforce across other contact centre operations, including voice-based interactions, in the coming months.

“Agentforce represents the next frontier of customer service, where AI works alongside humans to deliver faster, smarter, and more personalised experiences at scale,” said Arundhati Bhattacharya, president & CEO at Salesforce – South Asia. “With its adoption of Agentforce, Air India is setting a new benchmark for modern, AI-driven customer engagement in the aviation industry globally.”

Satya Ramaswamy, chief digital & technology officer at Air India, stated, “We are happy to partner with Salesforce in pioneering Agentforce in the aviation industry, starting with transforming how we manage certain classes of refund cases using cutting-edge agentic AI. For our guests, this means instant acknowledgement of claims with real-time updates, reinforcing trust and valuing their loyalty.”

In 2023, Air India deployed a generative AI virtual agent called ‘Maharaja’, powered by the Azure OpenAI service.