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.