Gol uses generative AI to sort customer comments and answer staff questions
Gol, the Brazilian low-cost carrier, began using Microsoft's Azure OpenAI service in 2024 through its GOL Labs unit. A tool that sorts customer comments by sentiment and subject is in production; a staff assistant in Microsoft Teams was built, and a generative AI upgrade to its cargo chatbot was planned. No results have been published.
The operating picture
Starting with the feedback
Gol aircraft. Photograph: Wilfredor / CC0 (cropped to fit). Illustrates the airline, not an AI deployment.
Customer comments arrive on social networks and in app store reviews in volumes no team can read. Gol's first generative AI work, announced in February 2024, labels each comment and sends it to the team responsible.
The work is run by GOL Labs, the airline's digital unit, led by Rodrigo Fernandes Garcia. Chief information officer Luiz Borrego said the aim was to find ways to make the company more efficient and productive.
Selected implementations
The work behind the evidence
01 / Deployed
Every comment labelled and routed
The operational problem
Complaints about check-in, sales or service are spread across platforms and buried among routine praise, so the team that could fix a problem may never see it.
What the evidence reports
Aviación al Día reported on 17 February 2024 that Gol uses Azure OpenAI to read comments from its social networks and app store listings, label each as positive, neutral or negative, tag its subject and the responsible team, and feed a dashboard for managers; that tool was in production. A generative AI assistant in Microsoft Teams answers employees' and contractors' questions on ethics, compliance and airport procedures. Garcia said the GOLLOG cargo chatbot, still based on decision trees, would gain generative AI "in the future".
Operational significance
Sorting feedback by subject and owner turns a stream of complaints into work for specific teams, a modest but practical first use of generative AI.
Evidence still needed
No volumes, accuracy figures or examples of action taken have been published, and the sources do not confirm that the staff assistant was rolled out or the cargo upgrade went live.
A source can verify an announcement without verifying its projected outcome.
The wider register
Other tracked activity
Other records are shown separately, including non-AI technology and programmes at different stages of deployment. A register entry does not establish a measured AI benefit.
No other publicly listed records.
Editorial assessment
Gol's documented AI is early and internal, aimed at listening to customers and supporting staff.
The next update should show whether the cargo chatbot upgrade happened, and whether the comment analysis has changed how quickly complaints are handled.
Live data from the Aerostack register. Status reflects published evidence only. See Our approach for how records are graded.
Aerostack register · 1 tracked deployment
Aerostack tracks AI deployments across airports and airlines, with the published evidence behind each record. Photography is real aviation imagery. Record thumbnails may show the named airport or airline; other photographs do not.
