Scoot, the low-cost carrier subsidiary of Singapore Airlines, has deployed artificial intelligence capabilities from Qualtrics across its digital booking experience, cutting the time between hearing a customer signal and acting on it from hours to minutes, the companies announced on 6 August 2026.
The partnership, which began in 2018, now uses AI-powered text analysis to identify recurring themes in open-text feedback collected at the end of every booking and surface week-on-week shifts automatically, work that previously required analysts to manually read, tag and report on comments.
Faster action across the booking journey
Scoot said the partnership has helped it exceed internal targets across its booking platform, app, Manage My Booking pages, and member login functionality by giving teams a shared, journey-level view of customer feedback in near real time.
“With AI capabilities from Qualtrics, we are now able to collect and act on customer feedback faster. The platform helps us validate insights with our ground servicing partners and agents, ensuring that we address real issues, both on ground and in the air, at a fraction of the time we used to take,” said Clive Quek, Manager, Customer Service, Scoot.
Automated themes feed into product decisions
Automated theme detection now feeds directly into product prioritisation, with product owners seeing emerging patterns backed by evidence rather than anecdote. Cabin crew, airport operations, IT and customer service teams work from the same shared feedback view, allowing any team to see and act on a surfaced theme without waiting for a report to be compiled and circulated.
Scoot said it applies AI selectively, using automation where it adds genuine value rather than to mask underlying friction in the customer experience.
