Customers can discover Southwest destinations and plan flights in an experience powered by OpenAI and Amazon Web Services
DALLAS, Oct. 6, 2026 /PRNewswire/ — Southwest Airlines Co. (NYSE: LUV) today launched a first-of-its-kind U.S. airline plugin in ChatGPT, marking the first step in a phased AI-powered booking approach with OpenAI and Amazon Web Services (AWS) that allows travelers to discover and shop for Southwest flights in ChatGPT.
By launching the Southwest® plugin in ChatGPT, the airline can appear earlier in the Customer journey and offer a simpler, more direct path from inspiration and discovery to booking options with Southwest.
“Customers are evolving how they plan their travel, and Southwest is helping to shape what comes next,” said Sabrina Callahan, Chief Digital and Marketing Officer at Southwest Airlines®. “It is a meaningful example of how we test and learn with AI innovation to continue the Customer-first approach that defines our brand.”
“We’re putting the right technology in place to support what our Customers need today with flexibility to build what they’ll need tomorrow,” said Lauren Woods, Executive Vice President & Chief Information Officer at Southwest Airlines. “By creating a secure, scalable foundation for AI, we can add new capabilities more quickly and thoughtfully, making it easier to serve Customers across their journey.”
Southwest is working with OpenAI and AWS to combine leading AI and cloud technologies with Southwest’s deep understanding of its Customers. With OpenAI and AWS, Southwest is creating more intuitive travel planning while thoughtfully expanding AI-powered capabilities over time.
Learn more about the Southwest plugin in ChatGPT at Southwest.com/chatgpt.
ABOUT SOUTHWEST AIRLINES CO.
Southwest Airlines Co. operates one of the world’s most admired and awarded airlines, offering its one-of-a-kind value and Hospitality at 120 airports across 12 countries. Southwest took flight in 1971 to democratize the sky through friendly, reliable, and low-cost air travel and now carries more air travelers flying nonstop within the United States than any other airline¹. By empowering its more than 73,000². People to deliver unparalleled Hospitality, the maverick airline cherishes a passionate loyalty among more than 134 million Customers carried in 2025. Southwest leverages a unique legacy and mission to serve communities around the world including harnessing the power of its People and Purpose to put communities at the Heart of its success. Learn more by visiting Southwest.com/citizenship.
1. Based on U.S. Dept. of Transportation quarterly Airline Origin & Destination Survey as of Q4 2025.
2. Fulltime-equivalent active Employees as of June 30, 2026.
Cautionary Statement Regarding Forward-Looking Statements
This news release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Specific forward-looking statements include, without limitation, statements related to the Company’s expectations with respect to its digital evolution, technology capabilities, including artificial intelligence capabilities, and Customer needs and expectations. These forward-looking statements are based on the Company’s current estimates, intentions, beliefs, expectations, goals, strategies, and projections for the future and are not guarantees of future performance. Forward-looking statements involve risks, uncertainties, assumptions, and other factors that are difficult to predict and that could cause actual results to vary materially from those expressed in or indicated by them. Factors include, among others, (i) the impact of geopolitical conflicts, fears or actual outbreaks of diseases, extreme or severe weather and natural disasters, actions of competitors (including, without limitation, pricing, scheduling, capacity, and network decisions, and consolidation and alliance activities), governmental actions, consumer perception, consumer uncertainties with respect to trade policies, tariffs, or government shutdowns, economic conditions, fears or actual acts of terrorism or war, sociodemographic trends, and other factors beyond the Company’s control, on consumer behavior and the Company’s results of operations and business decisions, plans, strategies, and results; (ii) the Company’s ability to timely and effectively implement, transition, operate, maintain, and protect the technology systems, cybersecurity measures, artificial intelligence and other emerging technology capabilities, and infrastructure necessary to support its operations and initiatives; (iii) the Company’s ability to effectively execute and evolve its strategic plans, initiatives, product offerings, and policies, including related consumer behavior and response; (iv) the impact of fuel price changes, fuel price volatility, and fuel availability on the Company’s business plans and results of operations; (v) the impact of the Federal Aviation Administration and other governmental regulations and actions, including with respect to government shutdowns and Air Traffic Control staffing shortages and inefficiencies, as well as the Company’s ability to obtain any required governmental approvals, on the Company’s business plans, results, and operations; (vi) the Company’s dependence on The Boeing Company (“Boeing”) and Boeing suppliers with respect to the Company’s aircraft deliveries, fleet and capacity plans, operations, maintenance, strategies, and goals; (vii) the Company’s dependence on other third parties, including with respect to technology, revenue management, distribution channels, operational reliability, fuel supply, maintenance, and the impact on the Company’s operations and results of operations of any third-party delays or nonperformance; (viii) the impact of labor matters on the Company’s business decisions, plans, strategies, and results; (ix) the Company’s ability to obtain and maintain adequate infrastructure and equipment to support its operations and initiatives; (x) the Company’s dependence on its workforce, including its ability to employ and retain sufficient numbers of qualified Employees with appropriate skills and expertise to effectively and efficiently maintain its operations and execute the Company’s plans; (xi) the cost and effects of the actions of activist shareholders; and (xii) other factors, as described in the Company’s filings with the Securities and Exchange Commission, including the detailed factors discussed under the heading “Risk Factors” in the Company’s Annual Report on Form 10-K for the fiscal year ended December 31, 2025.
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SOURCE Southwest Airlines Co.
