KLM passengers can now book flights on Messenger with the assistance of BlueBot

KLM customers can book a ticket on Messenger with the help of artificial intelligence. KLM’s new service bot is called BlueBot (BB). On behalf of KLM, BB helps customers on Messenger in a conversational way to book a ticket. With this kind of artificial intelligence, customers can easily book a ticket without the intervention of a KLM agent.

The BlueBot is supported by 250 human service colleagues and whenever the bot is unable to help customers further, it then refers clients to one human service colleagues. BB will soon be able to offer more services and be compatible with different digital channels, including voice.

Pieter Groeneveld, Senior VP, Digital, Air France KLM, said: “KLM is well known for its personal approach. On social media, we offer 24/7 service with our team of 250 human agents, handling more than 16,000 cases a week. Volumes will continue to grow. At the same time, customers require a speedy response. We have therefore been experimenting with Artificial Intelligence to support our agents to provide a personal, timely and correct answer. With BB, KLM is taking the next step in its social media strategy, offering personal service through technology, supported by human agents when needed.”


BB uses machine learning of the API.ai platform to understand what customers say and to respond in a relevant way.

It has been connected to KLM’s APIs to give the most appropriate flight offer and with KLM’s CRM system Salesforce, so that human agents can respond in cases where BB cannot.

KLM receives questions on numerous subjects in the same Messenger thread. To make sure BB only handles the booking-related questions, a neural network has been developed in-house, which determines the nature of the question. This network directs users to BB if it concerns a booking or to a human agent if it concerns another topic.

Since 2009, KLM has used various social media services for campaigns to connect and engage with its over 25 million fans and followers on various social media platforms. Through these channels, KLM receives over 100,000 mentions every week, 16,000 of which are questions or remarks. These are personally answered by more than 250 service agents, who form the world’s largest, dedicated social media team. On WhatsApp, Facebook, Messenger, Twitter, LinkedIn, WeChat and KakaoTalk, KLM offers its customers a 24/7 one-stop-shop in nine different languages: Dutch, English, German, Spanish, Portuguese, French, Chinese, Japanese and Korean. During office hours, KLM also offers services in Italian. KLM was the world’s first airline to offer customers the option of receiving flight documents and status updates via WhatsApp, Messenger and Twitter, and the first Western airline to offer this via WeChat.

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