Southwest brings its flight schedule and fares into ChatGPT

Southwest has put its flight schedule and fares inside ChatGPT, letting shoppers look up departure times and prices and compare trips through the generative AI tool. The carrier called the arrangement a first-of-its-kind partnership.

Customers who haven't settled on a destination can ask the chatbot for suggestions. Southwest said the tool draws on stated preferences and interests to surface possible connections.

The capability is part of a broader partnership with OpenAI, which develops ChatGPT, and with Amazon Web Services, according to the airline. Southwest said the goal is to place its offerings earlier in a customer's online search and create a direct path to booking options.

More of the booking process will move into ChatGPT at a later stage, the carrier said. For now, customers ready to book are sent from ChatGPT to Southwest's own website to finish the reservation.

Sabrina Callahan, Southwest's chief digital and marketing officer, said in a news release that customers are changing how they plan travel and that the airline is helping shape what comes next. She called it an example of testing and learning with AI.

Southwest cautioned that availability, schedules and fares shown reflect the time of a search and may not account for changes made afterwards.