FCM, a global leader in travel management across nearly 100 countries, has rolled out its next-generation virtual assistant ‘Sam’ to customers across South Africa, bringing conversational AI technology designed to tackle real-world travel challenges facing local businesses.
More than just another chatbot, Sam uses machine learning to anticipate traveller needs, from real-time itinerary changes prompted by flight delays to proactive compliance checks on company bookings. The system learns from every interaction, delivering increasingly personalised recommendations whether users are booking trips from head office or managing disruptions on mobile during airport delays.
Available across FCM’s proprietary Platform, app and browser extension, Sam handles practical scenarios that South African business travellers encounter daily: checking live security wait times at OR Tambo, confirming visa requirements for last-minute trips, or getting instant updates when Cape Town weather affects flight schedules. The system also provides contextual budget advice that factors in rand exchange rates and local supplier pricing trends, while ensuring all bookings comply with company travel policies.
Key Benefits of Sam:
- Real-time solutions: From checking airport security wait times to confirming visa requirements, Sam delivers instant, accurate answers to keep travellers on track
- Personalised, proactive support: Sam tailors recommendations based on user preferences, such as suggesting optimal flight classes or loyalty benefits for upcoming trips
- Seamless multi-platform access: Whether via mobile, desktop, or chat, Sam provides a consistent and intuitive experience across all channels
- Unplanned events: Sam will be a traveller’s go-to companion during disruption as it offers a virtual helping hand when it comes to delays, cancellations, and emergencies – surfacing options, policies, and contacts without the traveller even having to ask
- Enhanced security and compliance: Sam ensures data privacy and compliance with robust, centralised processes, giving users peace of mind
- Adaptable behind-the-scenes ‘playbooks’ for travel managers: As a connected intelligence, interactions with Sam can be configured to meet customer needs, allowing travel managers to create a unique experience that drives program goals, setting Sam apart from anything currently available on the market.
“There’s a lot of noise about AI in the market right now, but we’re focused on delivering practical solutions that solve actual problems our clients face every day,” said Mummy Mafojane, General Manager FCM South Africa. “South African corporates need agility, whether it’s handling last-minute schedule changes, navigating regional disruptions, or staying on top of evolving visa regulations. Sam cuts through the admin burden with instant, intelligent support that keeps their teams moving efficiently.”
The launch addresses growing demand from South African companies for digital solutions that adapt quickly to changing business conditions. Sam’s capabilities extend beyond basic queries to provide real-time visibility into employee movements, increasingly important for duty-of-care obligations, and configurable management tools that help travel managers drive programme goals while streamlining operations.
Sam handles diverse scenarios across user types:
- Travellers asking: “How long is the security line at Heathrow right now?” or “Do I have any loyalty benefits for my next trip?”
- Travel bookers needing: “Do I have any travellers in Paris today?” or “Connect me to an agent”
- Travel managers requesting: “Any employees travelling internationally this week?” or “What’s the status of my support ticket?”
The system ensures data privacy through robust centralised processes while delivering seamless experiences whether accessed via mobile app at airports or desktop computers at headquarters.
“Our market is ready for technology that does more than digitise old processes. it needs to deliver real value by reducing friction,” added Mafojane.
