February 26, 2026
Malaysia Airlines Deploys Ada’s Agentic CX Platform
Malaysia Airlines is expanding its digital service strategy through the adoption of Ada’s Agentic Customer Experience (ACX) model, which now powers its AI customer service agent, ‘Mavis’. The system is designed to support travellers at multiple points across the journey, handling routine and more complex requests while escalating to human agents when needed.
Available across the airline’s website, mobile app, messaging channels and email, Mavis provides continuous, personalised support intended to mirror the responsiveness of human service teams.
Using Ada’s agentic platform, the assistant manages time-sensitive and operational enquiries such as flight updates, itinerary access, check-in support, gate information, fare searches and seat upgrades. It currently operates in English and Malay, with additional language support planned as part of the airline’s longer term omnichannel strategy.
‘Moving Beyond Deflection’
For Ada, the deployment reflects a wider evolution in how organisations are using AI in customer experience. Rather than focusing solely on automation to reduce contact volumes, companies are increasingly positioning AI agents as tools that shape service quality across the full customer lifecycle. Interestingly, Zoom appears to be taking a similar approach right now, prioritising effective resolutions over speed.
Mike Murchison, Chief Executive Officer of Ada, said: “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.”
The company highlights its emphasis on governance and compliance, with certifications including SOC 2, GDPR, PCI, HIPAA and AIUC 1. Ada says these controls support transparent and responsible deployment at scale, with customers in more than 85 countries using the platform to reduce cost to serve and improve satisfaction outcomes.
Product development has also accelerated in recent months. Ada recently introduced what it describes as the “industry’s first” unified reasoning engine designed to give AI agents a single decision-making layer across channels. The objective is to maintain consistency in how customer requests are interpreted and resolved, regardless of interaction mode.
Earlier this year, the company also formed a partnership with Medallia to integrate operational and experience data directly into AI driven conversations. The collaboration is intended to allow insights to influence customer interactions in real time rather than remaining confined to reporting environments.
A Growing Roster of AI Agent Customers
Founded in 2016, Ada has already built up an impressive customer base. Since deploying Ada’s technology at the work platform monday.com, for example, it has reportedly delivered a 42 percent reduction in average handle time and 64 percent CSAT on chat, supporting more than 225,000 active customers.
Consumer audio brand Loop Earplugs launched Aura, its AI agent built on Ada’s platform, to manage chat, email and social direct messages. Aura delivered a 357 percent return on investment, while first response times improved by 194.52 percent, reducing delays from several days during peak periods to a maximum of two hours. The system now handles the equivalent workload of 25 full time employees.
Fintech firm Tilt, formerly Empower, also turned to Ada. Following an initial deployment of an AI agent for email enquiries, the company expanded automation across critical touchpoints. The results include an 84 percent automated resolution rate on chat, an eight-point CSAT increase and a nine-hour reduction in email first response times, with six million conversations annually handled on Ada and rising.
From Efficiency to Experience
Malaysia Airlines’ deployment and Ada’s growing customer base suggest that agentic AI is moving beyond standalone automation and becoming part of core customer service operations. With measurable results already reported across technology, fintech and consumer brands, its strategy is being tested at scale. In aviation, the real impact appears to lie not just in faster responses or lower costs, but in how consistently AI can provide the kind of positive customer experiences that keep them coming back.
