Using Conversational AI to Optimise CX: AirAsia’s Journey

How AirAsia reduced live agent headcount by 90% while enhancing customer experience through AI and automation

Conversational AI has become the cornerstone of AirAsia’s customer experience transformation. In this session, attendees will gain a behind-the-scenes look at how the airline implemented a bold, AI-first strategy that dramatically reshaped its service operations.

Presented by Firdaus Abhar Ali, Engineering Manager – AI, Contact Center & Engagement at AirAsia, the session highlights the airline’s success in reducing its live agent workforce from 1,500 to fewer than 100 while improving both efficiency and customer satisfaction.

Key to this transformation is the deployment of AI-driven chatbots, predictive interaction models, and a cloud-native infrastructure that supports real-time optimisation of the customer journey. AirAsia’s approach emphasizes centralisation, automation, and continuous measurement through KPIs such as Net Promoter Score (NPS), customer satisfaction surveys, and resolution rates.

Topics covered include:

• How AirAsia scaled down its support team while elevating service quality
• The strategic role of Conversational AI and automation in managing high interaction volumes
• Cloud infrastructure’s critical role in optimising customer journey mapping and performance
• How AI chatbots are evolving to manage complex, high-stakes interactions with context awareness
• Modernising customer engagement workflows to meet new user expectations