Virgin Australia on 28 November announced a pioneering collaboration with OpenAI that will embed generative-AI capabilities into the airline’s digital channels and third-party platforms. The carrier will become the first in Australia to leverage ChatGPT’s developer tools to create conversational flight-search, booking and customer-service experiences.
Under the agreement, Virgin’s IT and e-commerce teams will integrate OpenAI APIs to enable customers to plan itineraries, compare fare bundles and even redeem Velocity points through natural-language queries. The airline’s 8,000-strong workforce will gain secure, enterprise-grade AI tools aimed at automating schedule-irregularity notifications and optimising crew rostering.
![Virgin Australia Partners with OpenAI to Build ChatGPT-Powered Flight-Search Tools]()
For business-travel managers, the development promises richer self-service capabilities and potentially bespoke corporate offers surfaced via AI-powered chatbots. Analysts note that airlines are racing to personalise ancillary sales as yield pressures mount; Virgin’s move positions it to cross-sell seat-selection, carbon offsets and lounge passes with greater precision.
The partnership arrives amid surging Australian uptake of generative AI—OpenAI ranks the country among its top-10 subscriber markets. Regulators have yet to issue sector-specific guidance, but privacy advocates will watch how customer data is processed under Australia’s Privacy Act reforms due in 2026.
OpenAI’s Managing Director, International, Oliver Jay, said the tie-up "brings cutting-edge technology into the heart of an airline’s business", while Virgin’s Chief Digital Officer Paul Jones described it as "a challenger-brand move that will reshape the way Australians travel".
Under the agreement, Virgin’s IT and e-commerce teams will integrate OpenAI APIs to enable customers to plan itineraries, compare fare bundles and even redeem Velocity points through natural-language queries. The airline’s 8,000-strong workforce will gain secure, enterprise-grade AI tools aimed at automating schedule-irregularity notifications and optimising crew rostering.
For business-travel managers, the development promises richer self-service capabilities and potentially bespoke corporate offers surfaced via AI-powered chatbots. Analysts note that airlines are racing to personalise ancillary sales as yield pressures mount; Virgin’s move positions it to cross-sell seat-selection, carbon offsets and lounge passes with greater precision.
The partnership arrives amid surging Australian uptake of generative AI—OpenAI ranks the country among its top-10 subscriber markets. Regulators have yet to issue sector-specific guidance, but privacy advocates will watch how customer data is processed under Australia’s Privacy Act reforms due in 2026.
OpenAI’s Managing Director, International, Oliver Jay, said the tie-up "brings cutting-edge technology into the heart of an airline’s business", while Virgin’s Chief Digital Officer Paul Jones described it as "a challenger-brand move that will reshape the way Australians travel".
