Global carrier strengthens digital CX strategy with omnichannel, enterprise-grade agentic AI to support passengers throughout their travel journey
Ada, the trusted AI-native customer experience company and creator of the Agentic Customer Experience (ACX) operating model, today announced it has been selected by Malaysia Airlines to power the carrier’s AI customer service agent, “Mavis.” Mavis is now supporting customers across critical moments of the travel journey, reinforcing Malaysia Airlines’ focus on operational excellence and elevated passenger experiences.
The AI agent is designed to fully resolve common and even complex customer needs, while seamlessly handing off to live agents when human support is needed. Mavis integrates into Malaysia Airlines’ key digital touchpoints, including messaging across web and mobile app as well as email, and offers guests instant, personalized, and scalable human-grade support anytime, anywhere. Built on Ada’s industry-leading agentic customer experience platform, Mavis can engage travelers 24/7 to address high-value, time-sensitive inquiries, including flight status and schedules, booking and itinerary details, check-in access, boarding gate information, lowest fare discovery, seat upgrades, and more.
The AI agent currently supports English and Malay, with additional languages planned to better serve the airline’s global customer base. Mavis reflects Malaysia Airlines’ broader omnichannel vision, spanning web and mobile experiences today, with plans to expand into additional channels over time. Additional plans include expanding AI-powered support into new channels and use cases, including voice and agent-assist capabilities, as well as an itinerary builder.
“At Malaysia Airlines, we’ve always believed innovation is at the heart of extraordinary service,” said Bryan Foong, Chief Executive Officer of Airline Business from Malaysia Aviation Group (MAG). “With Mavis, we’re elevating the way we connect with our guests, offering them fast, intuitive, and personalized support that truly reflects the warmth of Malaysian Hospitality, powered by cutting-edge AI.”
“As customer service becomes a defining part of airline brand experiences, accuracy, empathy, and execution matter as much as innovation,” said Mike Murchison, CEO of Ada. “Mavis is designed to expertly navigate complexity, while prioritizing 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.”
