Global carrier strengthens digital CX strategy with omnichannel, enterprise-grade agentic AI to support passengers throughout their travel journey

TORONTO--(BUSINESS WIRE)--Ada, the trusted AI-native customer experience company and creator of the Agentic Customer Experience (ACX) operating model, today announced it has been selected by Malaysia Airlines to power the carrier’s AI customer service agent, "Mavis." Mavis is now supporting customers across critical moments of the travel journey, reinforcing Malaysia Airlines’ focus on operational excellence and elevated passenger experiences.

The AI agent is designed to fully resolve common and even complex customer needs, while seamlessly handing off to live agents when human support is needed. Mavis integrates into Malaysia Airlines’ key digital touchpoints, including messaging across web and mobile app as well as email, and offers guests instant, personalized, and scalable human-grade support anytime, anywhere. Built on Ada’s industry-leading agentic customer experience platform, Mavis can engage travelers 24/7 to address high-value, time-sensitive inquiries, including flight status and schedules, booking and itinerary details, check-in access, boarding gate information, lowest fare discovery, seat upgrades, and more.

The AI agent currently supports English and Malay, with additional languages planned to better serve the airline’s global customer base. Mavis reflects Malaysia Airlines’ broader omnichannel vision, spanning web and mobile experiences today, with plans to expand into additional channels over time. Additional plans include expanding AI-powered support into new channels and use cases, including voice and agent-assist capabilities, as well as an itinerary builder.

“At Malaysia Airlines, we’ve always believed innovation is at the heart of extraordinary service,” said Bryan Foong, Chief Executive Officer of Airline Business from Malaysia Aviation Group (MAG). “With Mavis, we’re elevating the way we connect with our guests, offering them fast, intuitive, and personalized support that truly reflects the warmth of Malaysian Hospitality, powered by cutting-edge AI.”

“As customer service becomes a defining part of airline brand experiences, accuracy, empathy, and execution matter as much as innovation,” said Mike Murchison, CEO of Ada. “Mavis is designed to expertly navigate complexity, while prioritizing speed and accuracy, building on Ada’s proven success for the airline category. Malaysia Airlines’ investment in ACX and the success of Mavis validate how AI is helping CX teams move beyond deflection to deliver a superior experience, supporting loyalty, confidence, and continuity throughout the passenger journey.”

To learn more about Ada and the ACX operating model, please visit ada.cx.

About Ada

With more than 550 AI Agents deployed globally, Ada is the trusted leader in agentic customer experience. Activated by our Ada ACX Operating Model - a unified blueprint of technology, methodology, and expertise- enterprises can easily create and manage high-performing AI agents. These agents deliver personalized, seamless experiences across channels and languages.

Since 2016, Ada has powered more than 5.5 billion interactions for global brands like Ancestry, Cebu Pacific, IPSY, monday.com, Pinterest, Square, and Sky—delivering extraordinary experiences at scale.

With enterprise-grade trust, security, and compliance—including SOC 2, GDPR, PCI, HIPAA, and AIUC-1 certification—Ada sets the benchmark for responsible, transparent AI. Trusted by global enterprises across 85+ countries, Ada helps organizations reduce cost-to-serve, improve CSAT, and transform customer experience into a strategic growth driver—empowering teams to deliver meaningful, efficient, and brand-consistent experiences at scale. Learn more at ada.cx.

About Malaysia Airlines

Malaysia Airlines is the national carrier of Malaysia, offering premium and full-service travel options to, from, and within the country. As the gateway to Asia and beyond, the airline carries up to 40,000 guests daily on memorable journeys inspired by Malaysia’s diverse heritage. Malaysia Airlines embodies the nation's rich traditions, cultures, and cuisines, delivering an unparalleled experience through its signature Malaysian Hospitality across every customer touchpoint.

Since September 2015, the airline has been owned and operated by Malaysia Airlines Berhad. It is part of the Malaysia Aviation Group (MAG) – a global aviation organisation comprising a range of aviation and lifestyle travel solution portfolios aimed at serving global air travel needs.

As a member of the oneworld® alliance, Malaysia Airlines offers enhanced connectivity to more than 900 destinations in 170 territories worldwide. For more information, visit www.malaysiaairlines.com or download the Malaysia Airlines app for the latest promotions at your fingertips.

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