KLM runs pilot with Artificial Intelligence provided by DigitalGenius

Next step in customer service through social media


KLM Royal Dutch Airlines is taking the next step in social servicing by testing artificial intelligence (AI) to help answer customer questions.

When an agent needs to answer an incoming question, he or she gets a proposed answer through AI, which is trained on more than 60,000 KLM questions and answers. The agent decides whether the proposed answer is the right answer to the question, adjusts it if necessary and sends it across the appropriate social media channel. The system learns based on what the agent does, and becomes smarter in real time.

KLM receives around 100,000 mentions per week via social media and this number is still growing. A dedicated team of 235 social media service agents personally engages in 15,000 conversations. The DigitalGenius AI system is integrated directly into KLM’s Customer Relationship Management tool, and provides a layer of deep learning and artificial intelligence to service agents in real time.


A personal approach is extremely important to KLM as this is what defines our social media service. Applying AI, KLM can handle a greater volume of questions while still maintaining its personal approach and speed. 
Tjalling Smit, Senior Vice President Digital Air France KLM:
In a noisy space like artificial intelligence, it’s important to focus on real metrics and results. KLM is an industry leader in adopting new technology and has become the first global company to deploy a deep learning product in its customer service operation to help and engage with customers. The deployment of DigitalGenius is a prime example of what companies can do to take the next step in customer service and empower their human agents with practical AI.
Mikhail Naumov, President & CSO DigitalGenius

About KLM and Social Media
Since 2009, KLM has gained a reputation for being an initiator and pioneer of social media services and campaigns across the social media landscape. In August 2016, KLM had over 22.5 million fans and followers on various social media platforms. Through these channels, KLM is mentioned more than 100,000 times a week. A dedicated team of 235 social media service agents personally engages in 15,000 conversations a week on Facebook, Messenger, Twitter, LinkedIn, Instagram, WeChat, KakaoTalk and VKontakte. KLM offers its customers 24/7 service in 10 different languages: Dutch, English, German, Spanish, Portuguese, Italian, French, Japanese, Chinese and Korean. Questions can also be asked in Norwegian and Russian during local office hours. In recognition of these efforts, SocialBakers voted KLM the “World’s Most Socially Devoted Brand” for four consecutive years from 2011 to 2014.

About DigitalGenius
DigitalGenius brings practical applications of deep learning and artificial intelligence into customer service operations of leading companies. Its Human+AI™ Customer Service Platform combines the best of human and machine intelligence enabling companies to deliver on increasing customer expectations. At its core are deep learning algorithms, which are trained on historical customer service data and integrated directly into the contact center’s existing software. Once enabled, the platform automates and increases the quality and efficiency of customer service & support conversations across text-based communication channels like email, chat, social media, SMS and mobile messaging.