Malaysia Airlines puts its AI agent MAVIS to work on customer service and plans Gemini personalisation
Malaysia Airlines' AI agent MAVIS, built on Ada's platform, now answers customers on the website, app and email in English and Malay, handling flight status, bookings, check-in and upgrades. The airline is also planning personalisation with Google's Gemini models, so far tested only in a travel fair video pilot.
The operating picture
Service first, personalisation next
Malaysia Airlines Airbus A350. Photograph: Vismay Bhadra / CC BY-SA 4.0 (cropped to fit). Illustrates the airline, not an AI deployment.
Malaysia Airlines carries up to 40,000 passengers a day, according to Ada. Its documented AI work runs on two tracks: an AI customer service agent that is live, and a commercial partnership with Google that is mostly planned.
Malaysia Airlines and Google first set out a digital collaboration in March 2024, and deepened it into a joint business plan in May 2025, covering personalisation powered by Gemini, Google's AI advertising tools and data from the Enrich loyalty programme.
Selected implementations
The work behind the evidence
01 / Deployed
MAVIS handles the routine and hands over the rest
The operational problem
An airline carrying tens of thousands of passengers a day receives a constant stream of questions about flights, bookings and check-in, around the clock and in more than one language.
What the evidence reports
Ada said on 24 February 2026 that MAVIS is supporting Malaysia Airlines customers through messaging on the website and app, and by email, in English and Malay, at any hour. It handles flight status and schedules, booking and itinerary details, check-in access, gate information, lowest fares and seat upgrades, and passes customers to live agents when needed. Voice support, agent assistance and an itinerary builder are planned. Bryan Foong, chief executive of the airline business at Malaysia Aviation Group, said "innovation is at the heart of extraordinary service".
Operational significance
MAVIS goes beyond answering questions into bookings, fares and upgrades, which puts it in the airline's sales channel as well as its service desk.
Evidence still needed
Neither Ada nor the airline has published resolution, volume or satisfaction figures for MAVIS, or said when it went live.
A source can verify an announcement without verifying its projected outcome.
02 / Reported · unverified
Personalisation planned, video pilot run
The operational problem
An airline wants offers and messages that match each customer, from the first search for a trip to the booking and beyond.
What the evidence reports
Malaysia Airlines said in May 2025 that Gemini is expected to drive personalised experiences across several customer touchpoints. It ran a pilot of Google's Veo model, which makes video from still images, at the MATTA Fair, where visitors turned their photos into shareable videos for the airline's "Time For" campaign. Dersenish Aresandiran, chief commercial officer for airlines at Malaysia Aviation Group, said: "This is about transforming how we connect with our customers."
Operational significance
Combining Gemini with the airline's own loyalty data is where personalisation would move beyond advertising and into the booking itself.
Evidence still needed
Apart from the Veo pilot, the announcement describes plans. No launch dates, live personalisation features or results have been published since May 2025.
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
Malaysia Airlines now has AI in front of customers through MAVIS, while its Google personalisation plans remain largely on paper.
Figures for MAVIS, and evidence of Gemini personalisation in the booking flow, would show how far each has gone.
Live data from the Aerostack register. Status reflects published evidence only. See Our approach for how records are graded.
Aerostack register · 2 tracked deployments
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.
