Cebu Pacific, the Philippines’ leading airline, is collaborating with Thinking Machines Data Science and OpenAI in executing its enterprise AI strategy, establishing a practical model for transforming workflows, capturing measurable value, and scaling AI responsibly across the business.
The challenge for enterprises is no longer whether AI can create value. It is how to move beyond access and isolated pilots to redesign work, overcome adoption barriers, apply governance proportionate to risk, and make the right technology choices for each opportunity.
Cebu Pacific decided to work with Thinking Machines Data Science, an official Advanced and Services Partner for OpenAI in the Asia Pacific region, to tackle these challenges.
Cebu Pacific brought leaders and business teams together to prioritise valuable workflows and test solutions in real operating conditions. Governance and evaluation were calibrated to the risk of each workflow, while hands-on co-creation built ownership across the business. This allowed Cebu Pacific to demonstrate value quickly, remove practical blockers, and establish the evidence and buy-in needed for further investment. Since the roll-out of ChatGPT Enterprise, several departments have shared positive impact.
Legal contract review time fell by approximately half, from an average of 2.5 hours to around 1.2 hours.
Project intake and triage turnaround fell from five days to around one day, with approximately 80% less manual review effort.
Engineering reference searches fell from 10 to 15 minutes to under 10 seconds.
Following the programme, 86% of surveyed users said AI supported more than one-third of their daily work.
“At Cebu Pacific, we see AI as a practical way to make every customer’s journey simpler and our operations more reliable. It helps our people solve problems faster, make better decisions, and focus on higher-value work. Working with OpenAI technology and Thinking Machines, we are turning experimentation into real workflows that create value for our people and customers.”
“What impressed me was how quickly Thinking Machines Data Science turned broad interest in AI into real momentum across the business. They were able to activate the business and create excitement across the organisation. For a company that puts its customers at the center of its operations, AI helps Cebu Pacific work smarter by taking friction out of everyday processes, reducing manual work, speeding up processes, and enabling our teams to make better decisions. Our partnership with Thinking Machines Data helps make our operations more efficient, so our people can focus on delivering a better experience for our passengers.” Fabricio Ibáñez, Chief Digital and Technology Officer, Cebu Pacific
Cebu Pacific now has a roadmap for the next stage of its AI strategy. It is embarking on a roadmap to expand ChatGPT-enabled work, develop innovative solutions using OpenAI APIs, strengthen change support, and pursue agentic applications that connect with enterprise data and systems. These investments are intended to improve both employee and customer experiences while creating lasting operational value.
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