KLM’s next step using artificial intelligence on social media


Passenger’s questions answered with artificial intelligence from DigitalGenius

KLM Royal Dutch Airlines is taking the next step in using artificial intelligence (AI) within its social media service. KLM worked with AI frontrunner, DigitalGenius, to add automated answers to general repetitive questions from customers without the intervention of a human service agent. This gives KLM agents more time to focus on questions in conversations with customers that require a human approach. KLM is the first airline to offer a combination of human agents and artificial intelligence in a single conversation on Twitter, Messenger and WhatsApp.

KLM receives over 130.000 mentions via social media per week. This number has grown since the introduction of WhatsApp as a service channel. A dedicated team of 250 social media service agents personally engages in 30,000 conversations each week. On average, conversations consist of five or six questions and answers between KLM and its customers. Questions that can be answered automatically with the use of artificial intelligence usually come at the beginning of the conversation.

AI system gets smarter over time

KLM has been using AI provided by DigitalGenius, which now supports over 50% of all inquiries, for a year-and-a-half. When agents need to answer questions, AI provides them with a possible answer. The AI system learns from the service agent’s actions and gets smarter over time. Until now, the agents had to decide if the proposed answer suits the question, adjust the answer if necessary and send it to the appropriate social media channel. With the high volumes of customer questions that the AI system has handled, KLM is now able to automate the answers to the most common questions on any subject without the interference of a human service agent. With the help of this next step in social media, KLM service agents have more time to focus on questions that require a human approach.

By using artificial intelligence, KLM makes conversations with our customers even more timely, correct, and personal. This is what characterises KLM. Heavy snowfall in the Netherlands last week, caused a significant increase of the number of questions on social media. Passengers obviously expect a timely answer. With the use of AI we support our service agents with technology and should be able to answer many more questions in a shorter period of time. This is exactly what the customer needs.

Pieter Groeneveld, Senior Vice President Digital, Air France-KLM

Once again, KLM has achieved an industry-first – the ability to provide hybrid “Human+AI” conversations to support their customers. They are a stellar example of a company that uses technology to unlock human time and potential – all in service of their respected brand and their customers.

Mikhail Naumov, Co-founder & President DigitalGenius

About KLM and Social Media

Since 2009, KLM has gained a reputation as a pioneer in the field of social media services and campaigns. KLM has over 25 million fans and followers on various social media platforms. Through these channels, KLM receives over 130,000 mentions every week, 30,000 of which are questions or remarks. These are personally answered by more than 250 service agents, who form the world’s largest, dedicated social media team. On WhatsApp, Facebook, Messenger, Twitter, WeChat and KakaoTalk, KLM offers her customers 24/7 service in nine different languages: Dutch, English, German, Spanish, Portuguese, French, Chinese, Japanese and Korean. During office hours, 7 days per week, KLM also offers services in Italian. Recently KLM added BB, short for Blue Bot, to her servicing family, who can help you book a ticket on Messenger and pack your bag on Google Home. KLM was the world’s first airline to offer customers the option of receiving flight documents and status updates via WhatsApp, Messenger, and Twitter and the first Western airline on WeChat in China.

About DigitalGenius

DigitalGenius brings practical applications of deep learning and artificial intelligence into customer service operations of leading companies. Its Human+AI™ Customer Service Platform combines the best of human and machine intelligence enabling companies to deliver on increasing customer expectations. At its core are deep learning algorithms, which are trained on historical customer service data and integrated directly into the contact centre’s existing software. Once enabled, the platform automates and increases the quality and efficiency of customer service & support conversations across text-based communication channels like email, chat, social media, SMS and mobile messaging.

Amstelveen, 19 December 2017


    KLM spoiled the New Year holidays for me! KLM LOSES RATING AND TRUST ?? On December 27, 2017 I had KLM flight from Kiev to Madrid (via Amsterdam) But KLM changed the flight with the very short notice.
    From Amsterdam we flew not to Madrid, but … to Nantes (France) A terrible, cold airport without normal amenities and where there is a lot of repairs.At the departure of the “Iberia” airplane passengers walked for 10 minutes on the runway in cold wind. I cought cold and arrived in Madrid already ill. On January 4, 2018 in the morning we arrived in Madrid airport 2.5 hours before our KLM flight from Madrid via Amsterdam to Kiev. We had another big surprise. At the check-in the KLM official told us that there were no seats available (!) though we had tickets… I guess our seats were just sold to others. An adventure or a fraud?
    I was offered an alternative uncomfortable flight to Prague. What was to be done? .. We flew to Prague and then from Prague to Kiev with 40 minutes delay. When at last we arrived in Kiev (our final destination) we discovered
    that the suitcase with gifts for our loved ones did not come. At the airport “Boryspil” they compiled an act and stamped it. The suitcase had been found and delivered to my house but it was damaged. One wheel missing and the support holding the suitcase in the upright position was broken. The walls of the suitcase were also badly damaged regardless of the fact that the suitcase was wrapped in protective film. I made the note to the effect on the Act of delivery submitted by the driver from the delivery service of Boryspil airport. I sent email message to the KLM office in Kiev – they are still silent. The question arises: who and when will compensate for moral and material loss? And isn’t it a shame for Holland to have such an airline ?… I filled in official complaint form of KLM (customer care) and also sent the message to KLM Facebook. No response…

  2. We are sorry to hear about all your problems. I have rarely seen such an accumulation of mishaps. I hope you will get a satisfactory reply from KLM. Don’t forget to ask for your EU261 compensation.


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