Case Study: AirAsia achieves 98% reduction in wait times and 75% self‑service rate with Ada

AirAsia - Customer Case Study

AirAsia, the world’s leading low-cost carrier, was struggling to scale customer support as passenger numbers grew: with more than 3.3 million active app users but no self-service option, guests faced an average 45-minute wait for live agents and limited international/after-hours coverage. To digitize and speed up the customer journey, AirAsia selected Ada and its ACX platform to build automated, omnichannel support.

Ada implemented a backend-connected, 24/7 multilingual chatbot across AirAsia’s website and app (and new channels like Facebook Messenger), enabling tasks such as flight updates, bookings, passenger updates and ancillary sales without agents. Within one month Ada cut average wait times to under one minute (a 98% improvement), solved 75% of inquiries without live help, raised CSAT to 90%, drove an 8x increase in ancillary upsell, supports 11 languages, and handles millions of interactions annually.

AirAsia

Adam Geneave

Head of Customer Happiness