Malaysia Airlines have rolled out Mavis, their new AI-powered customer support agent, across their digital channels. Designed in partnership with Ada, an agentic CX company, Mavis will provide passengers with more responsive service while driving the carrier’s modernisation strategy.
Operating across Malaysia Airlines’ website, app, and email channels, Mavis can respond to customers in both English and Malay. Customers can chat with the bot at any time of day, which can answer questions on flight schedules, itineraries, and online check-in. Mavis can also assist with finding low fares and upgrades.
Bryan Foong, Chief Executive Officer of Airline Business from Malaysia Aviation Group (MAG), said:
At Malaysia Airlines, we’ve always believed innovation is at the heart of extraordinary service. With Mavis, we’re elevating the way we connect with our guests, offering them fast, intuitive, and personalised support that truly reflects the warmth of Malaysian Hospitality, powered by cutting-edge AI.
In the future, Mavis could be enabled for voice communication as well as text. Additionally, agentic AI could be integrated with the workflow of human customer support staff to provide real-time recommendations an improve overall efficiency.
Mike Murchison, CEO of Ada, said:
As customer service becomes a defining part of airline brand experiences, accuracy, empathy, and execution matter as much as innovation. Mavis is designed to expertly navigate complexity, while prioritising speed and accuracy, building on Ada’s proven success for the airline category. Malaysia Airlines’ investment in ACX and the success of Mavis validate how AI is helping CX teams move beyond deflection to deliver a superior experience, supporting loyalty, confidence, and continuity throughout the passenger journey.
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