With the purpose of being First for All, the GOL Linhas Areas started the year following technological trends and started to develop initiatives using Artificial Intelligence from Microsoft Azure OpenAI Service, provided by Microsoft. Coordinated by GOL Labs, the work will be done on three fronts with the intention of improving the customer experience, through process automation and data generation/insights.
As a first proposal, the area created a tool that will be used by all employees and third parties who have access to Microsoft Teams. It is a chatbot which uses generative artificial intelligence and natural language to “talk” to the user and promote more accurate and intelligent responses in a very short space of time.
At this first moment, the topics that can be “researched” by users are ethics and compliance and general airport service procedures. The user simply needs to enter the question and the AI will formulate the answer based on the content that was used to “feed” its knowledge base.
The second initiative consists of improving the functionalities of a chatbot from the GOLLOG website, GOL’s logistics unit, used by customers for various queries. According to Rodrigo Fernandes Garcia, director of Digital & GOL Labs, in the current version, the technology used is based on “decision trees”.
“The customer needs to click on the options to reach the desired response in a static way, but in the future, we will integrate generative AI into the chatbot for it to provide more precise, coherent and personalized answers according to what the customer searched for and also allowing the customer to provide self-service connected to the services available on the channel”, he explains.
Finally, the third initiative is related to the analysis of sentiments and categorizations of comments received on GOL’s social networks and application stores (Play Store and Apple Store). This is a project already in production that consists of using generative AI to automatically “read” all customer comments received on the channels mentioned above and classify them between positive, neutral and negative.
In addition, a categorization is made related to the subject of the comment and which group it belongs to (such as acquisition, check-in, etc.). These groups are types of divisions within the Digital area and each one takes care of a part of the digital channels process. After this step, a dashboard with consolidated data so that those responsible can act.
The Digital and GOL Labs teams intend to achieve a result with a positive impact on all customers and employees.
“The work we are developing in the area of Generative Artificial Intelligence is done with the aim of identifying opportunities for this technology to help the company become more efficient and productive, these initiatives show that we are on the right path”, comments Luiz Borrego, CIO at GOL.
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