ChatGPT used by KLM in Valentine’s Day campaign

This week KLM was the first airline to add ChatGPT, the advanced language model (software GPT-3.5) of OpenAI, as part of a communication campaign.

Valentine’s Day

On 14 February, KLM launched a Valentine’s Day campaign focusing on a personalized experience. Via this website everyone (customers, fans and followers) could make a (love) letter for their loved one(s), friends or colleagues.

After answering 7 short questions, KLM created a personalized (love) letter based on the answers. As an extra option, the customer could have a (love) letter generated by ChatGPT. With this you received a unique and inventive (love) letter for his lover(s), friends or colleagues that is different every time, so generated with the help of artificial intelligence.


According to KLM, the campaign generated many positive reactions and also achieved good results:

2.5 million people have seen the campaign on social media and via the newsletter. In 12 hours, 32,500 people visited the landing page to create a personalized love letter.

And especially the sentiment was very positive in 50 different markets. (Sentiment is measured at KLM on the basis of positive comments related to the campaign and positive feedback to the newsletter).

Using ChatGPT

ChatGPT, which stands for Generative Pre-trained Transformer, is an online AI tool launched by OpenAI in November 2022. It is an innovation that everyone now has to take into account. But it is also something you can apply yourself. At KLM, people would like to further investigate the opportunities and possibilities of ChatGPT. Especially with these positive results in mind.

The airline indicates that it has been using technological innovations such as artificial intelligence to serve customers faster and better since 2016 (the start of a pilot to have AI answer questions)..

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