Introduction
As a child, I traveled extensively by bus for camping trips, family outings, and school excursions. Back then, arriving early at the bus station, inquiring about the nearest schedule, and patiently waiting was the norm. Today, this scenario seems almost unimaginable.
What lies behind this transformation? Artificial Intelligence (AI).
AI’s Impact on Customer Service in the Bus Industry
AI has been subtly present for some time, even when we don’t notice it. A significant example is its revolution of customer service in the Mexican passenger bus industry.
According to a report by Mundo Contact, 91% of customer service teams already use or are evaluating AI technologies. Other studies predict that in the next five years, approximately 56% of customer service inquiries will be managed solely by AI.
The pressing question arises: Will AI leave bus station attendants jobless? It’s crucial to understand what AI can and cannot do in this sector.
Case Study: Grupo Estrella Blanca
To illustrate, I recently spoke with Grupo Estrella Blanca, a prominent Mexican passenger bus company.
“We wanted to enhance our customers’ purchasing experience and believed AI could help us become more efficient. We never considered replacing human personnel,” explains Ángel Adrián Rico, the Innovation Projects Manager.
If you’ve traveled recently on any of their units, such as Futura, Chihuahuenses, TAP, or Estrella del Norte, you’ve likely interacted with their AI system without realizing it. For instance, receiving trip reminders via text message, post-registration promotions, or personalized emails based on your travel patterns and habits.
Manually handling all these tasks would be nearly impossible. Grupo Estrella Blanca operates over 1,200 destinations across 24-26 states, with around 5,000 buses transporting approximately 3.5 million passengers.
For those who believe AI only eliminates jobs, Rico has a message: “None of these services existed before. The most challenging aspect of implementing an AI project is the people. We have employees with over 20 years of service, and it was crucial to converse with them, work together on the change, and prepare our marketing team for this new phase.”
They initiated their action plan in 2023 (fun fact: they use the SAP Emarsys platform). In that year, they sold 12 million tickets. The following year, thanks to personalized services powered by AI, they sold 22.4 million tickets. “Previously, we grew at 5% annually. Now, we’re growing at 88%,” Rico affirms.
There was no magic or backup plan. They implemented the technology in two to three months, conducted tests for one month, and released it over the following three months. They allowed three more months to observe results and make adjustments. What they discovered was crucial: “Communication with our clients significantly improved,” Rico concludes. “We could gather better feedback, understand our customers more, and adjust our services accordingly.”
“Contrary to what we might think, AI adapts to you. It helps you maximize the use of what you already have: your tools, your personnel… and allows you to be more proactive and predictive,” Rico concludes.
For those who believe perfect conditions are necessary for AI implementation, Grupo Estrella Blanca, like many companies of its kind, faced financial pressures due to COVID-19 and other factors. In October 2022, COFECE sanctioned them along with other companies in the sector for monopolistic practices, such as price manipulation and route segmentation.
AI implementation wasn’t about being a “new” company; they’ve been operating for over 80 years.
Similarly, other bus and passenger transport companies in Mexico are joining this trend. Because technology doesn’t wait.
A Sinch study indicates that 75% of Mexican companies plan to implement AI-powered chatbots within the next three years. Preferred channels include WhatsApp (55%), email (51%), social media (39%), and call centers (25%). AI is expected to automate up to 70% of repetitive tasks within the customer service area.
And that’s not all: AI is just beginning to show its potential in this industry. Programs already detect driver fatigue, lane deviations, and risky maneuvers, potentially reducing accidents by up to 80%. Systems are also being developed to predict mechanical failures, such as brakes, engines, or tires, along with traffic, weather, and historical data analysis to optimize routes, reduce congestion, and boost operational efficiency.
I’ll share more about other Mexican companies implementing these advancements later.
What will future bus travel be like with AI’s presence? In Scotland and Madrid, for example, there are pilot programs with autonomous passenger buses having backup drivers; in Oslo and other European cities, there are electric autonomous buses operating in urban areas on-demand with AI and 3D mapping; and in San Sebastian (Spain, Dbus company), AI is used for real-time data analysis on demand, flows, and occupancy.
So, the next time you travel by bus, pay attention: it’s highly likely that you’re enjoying an AI-operated service and participating in a future pilot program.
In my memories, one instance remains where I missed a bus due to the summer schedule change. I had to wait with my friends for over 10 hours at the station to catch another one. AI could have spared us that wait during Holy Week!
Today, we discuss tickets, phone promotions, and reminders. But tomorrow, it might be autonomous buses or predictive traffic systems. AI will change the way we travel, and according to its promises, could also empower its employees.
Key Questions and Answers
- What is the impact of AI on the bus industry? AI has transformed customer service in the Mexican passenger bus industry, with 91% of teams using or evaluating AI technologies. In the next five years, approximately 56% of customer service inquiries will be managed solely by AI.
- Will AI replace human jobs in the bus industry? Companies like Grupo Estrella Blanca have implemented AI to enhance efficiency without replacing human personnel. Instead, they’ve adapted their services and trained employees for this new phase.
- How is AI being used in the bus industry? AI is used for personalized services, such as trip reminders, promotions, and tailored emails. It also helps predict mechanical failures, optimize routes, and analyze traffic and weather data.
- What are the future prospects of AI in the bus industry? AI will continue to shape bus travel, with pilot programs for autonomous buses already underway in various cities. It has the potential to reduce accidents, improve operational efficiency, and empower employees.
