FCM, a global corporate travel management company operating in nearly 100 countries, has launched its next-generation AI assistant, Sam, for business travellers across South Africa. The virtual assistant is designed to address real-world challenges faced by local companies, providing responsive and intelligent support through machine learning.
Sam uses artificial intelligence to assist with everything from real-time flight disruptions to ensuring travel bookings comply with company policies. The tool learns from each interaction to deliver increasingly personalised recommendations, whether accessed via mobile, desktop, or browser.
Available across FCM’s Platform, app, and browser extension, Sam is built to handle the typical travel scenarios encountered by South African business travellers, such as checking live security wait times at OR Tambo, confirming visa requirements for last-minute international travel, or delivering alerts when adverse weather in Cape Town disrupts flights. It also provides contextual budget guidance that takes into account rand exchange rates and local supplier pricing trends.
Sam’s key features include real-time solutions, personalised recommendations, seamless multi-platform access, support during unplanned events, compliance assurance, and customisable back-end configurations for travel managers.
FCM South Africa General Manager Mummy Mafojane said the focus is on providing meaningful tools that reduce administrative complexity for corporate travellers.
“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 Mafojane.
“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 assistant also supports travel managers and bookers, offering features that extend beyond basic customer support. Examples include locating employees currently travelling, identifying international travellers for duty-of-care, or checking the status of a support ticket. Responses are context-aware and delivered across platforms, ensuring continuity from airport lounges to head office workstations.
“Our market is ready for technology that does more than digitise old processes. It needs to deliver real value by reducing friction,” said Mafojane.
Sam’s rollout responds to increasing demand from South African businesses for adaptive digital tools that support evolving travel requirements, cost management, and employee safety. FCM states that the system strikes a balance between intelligent automation and robust data privacy and compliance protocols, making it suitable for enterprises operating in dynamic and highly regulated environments.
