FCM Travel has relaunched ‘Sam’ as an advanced intelligent virtual assistant that will now power all digital experiences for the corporate travel company.

Initially serving as a virtual travel assistant for customers, Sam will be available across FCM’s proprietary Platform, app, and browser extension, and function as a conversational AI assistant that anticipates user needs, offering real-time answers and tailored recommendations to streamline travel. During unplanned events, Sam can also acts as a go-to companion during disruption, offering options, policies, and contacts for delays, cancellations, and emergencies.

Sam will learn from every interaction, ensuring consistent, high-quality support across all touchpoints for booking, managing itineraries, or accessing travel insights.

“Unlike siloed AI systems, Sam’s shared learning environment empowers customers with a conversational assistant and enhances our internal operations,” John Morhous, global chief experience officer, FCM Travel said.

“By equipping our experts with enriched customer profiles and real-time insights, they can deliver faster, more impactful service. This makes travel more rewarding and efficient for everyone involved.”