Tag: Artificial Intelligence

Singapore – AnyMind Group has integrated Model Context Protocol (MCP) capabilities into its influencer marketing platform AnyTag, introducing automation and AI agent interactivity powered by large language models (LLMs) to streamline campaign planning, influencer discovery, and data management.

With the update, AnyTag users can interact with a conversational AI agent through the platform itself or via messaging applications, using natural language to carry out a range of tasks.

The integration is designed to simplify influencer marketing workflows by reducing the need to switch between tools. AnyMind becomes one of the first companies globally to incorporate conversational-based interactions at scale within influencer marketing operations.

New capabilities include influencer searches based on follower insights and content categories, campaign setup and management, and real-time access to performance data. Acting as the system’s core, the MCP server allows LLMs to interpret user input and coordinate backend actions, effectively turning AnyTag into a digital teammate.

The update is part of AnyMind Group’s broader push to embed AI and automation across its products and internal operations, with the aim of building a unified, scalable infrastructure for digital commerce, marketing, and business processes.

Ryuji Takemoto, chief product officer at AnyMind Group, commented, “We’re always looking at ways to make every business borderless, and this includes improving the accessibility, efficiency, and effectiveness of our platforms. By embedding MCP capabilities into AnyTag, we’re removing friction from everyday workflows, allowing influencer marketing teams to focus on what matters most: creativity, strategy, and results.” 

“It’s a major step toward our goal of building intelligent, integrated systems that adapt to how modern teams operate,” he added. 

India – Samsung has partnered with Cheil India for its latest campaign, transforming a traditional newspaper ad into a first-of-its-kind mixed reality experience.

The campaign leverages the Galaxy S25 Ultra’s on-device AI capabilities—including its camera, Galaxy AI features, and built-in Google Gemini—to enable readers to interact with a print ad using just their voice. By scanning a QR code, readers can initiate an experience where they scan, speak, and steer the narrative based on their preferences—whether it’s seeking answers, discovering places, or exploring moments.

Once activated, the QR code transports users into an immersive digital story guided by voice commands. The journey follows two friends and an unexpected companion across six unique moments, from finding a lost puppy to camping under the stars. At each point, readers use voice input to decide what unfolds next, making the experience personalised and dynamic.

The campaign highlights the Galaxy S25 Ultra as an AI-powered companion designed to make interactions smarter and more intuitive. It also demonstrates how emerging technologies can be integrated into one of the most traditional media formats—print—offering a new form of user-led storytelling.

Sudhir Das, Sr. ECD at Cheil India, shared, “We wanted to create a print experience for the age of social media. This led us down a rabbit hole which married filmmaking with digital illustrations with AR with AI. It seemed like a tough ask, and we’re very lucky to have a tech pioneer like Samsung by our side, who didn’t just buy into our creative vision but went all out to make it happen. And the cherry on top? We got to play with a puppy in between takes for 3 days straight.”

Featured in major national newspapers, the campaign has attracted thousands of interactions within hours of launch and generated widespread organic engagement, signalling a fresh take on print innovation in the age of AI.

Conversational commerce has evolved from a niche concept to a central pillar of digital retail, redefining how brands engage, convert, and retain customers in Asia’s increasingly mobile-first markets. Enabled by advancements in generative AI and the growing use of messaging platforms like WhatsApp, LINE, and Messenger, today’s conversational journeys go beyond reactive support—they offer personalised, proactive, and frictionless brand experiences.

Driving this shift is Omnichat, a Hong Kong-based customer engagement platform that has integrated agentic AI into its tools to support end-to-end commerce processes. Its technology facilitates in-chat shopping, real-time campaign management, and more personalised customer interactions across messaging channels.

In this edition of What’s NEXT in Marketing Interview Series, we spoke with Alan Chan, founder and CEO of Omnichat, about the future of conversational commerce, the role of AI agents in redefining customer experience, and why Asia provides a unique environment for this transformation.

The growing role of conversational commerce in shaping digital retail

For Alan, conversational commerce is not just another engagement tactic—it’s becoming fundamental to how e-commerce operates in Asia today.

“Conversational Commerce is the strategic integration of messaging and chat technologies across the entire customer journey – from discovery and consideration to purchase and post-sale support. Its aim is to create a more personal, interactive, and seamless shopping experience that ultimately drives sales and builds loyalty,” he explains.

He notes that in mobile-first regions like Asia, messaging apps function as more than just communication tools—they’re digital storefronts.

“In Hong Kong, for instance, WhatsApp has an impressive 79% penetration rate, and message open rates can be as high as 98%, significantly outperforming traditional channels like email.”

While the pandemic accelerated the shift to online retail, Alan points out that the demand for genuine, human-like interaction hasn’t diminished—it has intensified. Today’s consumers expect responsive, real-time service that mirrors the feel of an in-store experience.

“Consumers in Asia’s fast-moving markets increasingly expect to not just browse, but to engage, ask questions, and receive tailored advice in real-time, much like a personalised in-store experience, but with digital convenience,” he adds. “This makes conversational commerce not just a trend, but a fundamental component of a successful digital retail strategy in the region.”

A generational leap in engagement

Alan traces the evolution of conversational AI from basic rule-based systems to the powerful generative models we see today.

“Conversational AI began with rule-based chatbots, which operated on pre-defined scripts and keyword matching. Their primary role was foundational – automating basic FAQ responses and routing enquiries,” he elaborates. “Today, we’re in the era of Generative AI, allowing AI to understand context far more deeply, generate remarkably human-like, nuanced responses, and even create original content, marking a quantum leap from earlier iterations.”

He highlights the emergence of AI agents as the most transformative shift—intelligent systems capable of handling not only support but also marketing, sales, and more.

“With generative AI, we can deploy multiple AI agents to handle far more complex queries, understand sentiment, troubleshoot dynamically, and offer solutions that aren’t explicitly programmed. These AI Agents extend their capabilities into marketing and sales, and other vital aspects of the business, delivering holistic, proactive, and deeply personalised engagement across the entire customer lifecycle,” Alan shares.

AI agents for full-funnel impact

In response to the rise of generative AI, Alan noted that Omnichat aims to play a leading role in how the technology is applied in commerce. As part of this effort, the company launched Omni-AI, a conversational AI suite that supports customer engagement across every stage of the journey.

“We have developed ‘Omni-AI’, our conversational AI suite of powerful AI agents designed to streamline customer service, marketing, and sales, and provide smarter, faster, and more fluid AI-automated workflows for effortless conversational commerce and superior customer experiences,” Alan said.

Omnichat’s features include AI-generated responses, product recommendations, and smart suggestions for live agents—all driven by contextual data like chat history and purchase behaviour.

A major development is the Omni AI Agent Studio, which lets companies build custom AI agents using LLMs from OpenAI, Google, Meta, Anthropic, Deepseek, and AWS.

“The core innovation of the Omni AI Agent Studio is its empowerment of companies to build bespoke AI agents… This open-ecosystem approach ensures our clients can always use the best-in-class technology for their specific needs,” he adds.

Alan also stresses that AI should enhance, not replace, human interaction.

“Our platform ensures seamless handoffs between AI agents and human staff, providing full context so the customer experience remains smooth and supportive,” he remarked.

He further explains how Omnichat’s AI covers the full journey with four specialised agents: the AI Customer Service Agent for around-the-clock support; the AI Marketing Campaign Agent for targeting, content creation, and automation; the AI Shopping Agent for personalised product assistance; and the AI Customer Loyalty Agent to manage rewards and retention.

“By deploying this suite of interconnected AI agents, Omnichat empowers businesses to proactively engage customers with task-specific assistance that not only elevates their experience but also drives measurable results in sales, workflow efficiency, and the delivery of truly personalised offers at scale,” Alan explains.

The new customer journey, inside a chat

Running conversational AI across platforms like WhatsApp, LINE, and Messenger requires more than just translation—it needs continuity and local context. Omnichat supports this with a shared memory architecture and a role-based agent system.

“Our multi-agent RAG system is tailored for different roles (e.g., customer support, product recommendation) while sharing a unified context layer to create a cohesive experience,” he shares.

Features like dynamic language detection, localised knowledge bases, and real-time feedback loops help agents adjust for each market while meeting compliance standards.

“This holistic approach delivers seamless, multi-turn, multi-language interactions that feel natural and relevant, ultimately driving conversions and customer satisfaction,” he adds.

Alan walks through what an AI-powered journey looks like in practice: the chat begins with proactive engagement on the website, followed by personalised support and product recommendations via messaging apps. If the customer isn’t ready to buy, the AI Marketing Campaign Agent steps in to nurture the lead.

Each handoff between agents takes into account the customer’s real-time behaviour and interaction history. This supports actions such as sending purchase links, testing campaign content, or initiating loyalty-related workflows in a timely and context-aware manner.

“By leveraging AI at each of these stages, Omnichat transforms the customer acquisition journey into a more intelligent, efficient, and personalised process. This significantly improves lead quality and conversion rates, all directly within the chat interfaces customers prefer and trust,” Alan said.

Human-AI synergy for service with empathy

As conversational AI becomes more embedded in commerce, its ability to deliver not just fast responses but empathetic, human-like service is increasingly under scrutiny. Today’s consumers expect more than robotic efficiency—they want personalised, thoughtful support that understands their needs in context.

Alan explains that this balance between automation and empathy is critical to Omnichat’s approach. One example is their own AI Sales Agent, which plays a key role in identifying customer intent and removing friction from the purchase journey

“Our AI Sales Agent actively discovers customer needs by meticulously analysing ongoing conversations, chat history, and integrating vital data points such as browsing behaviour and the customer’s unified profile,” he elaborates.

To make purchasing easier, the AI can send dynamic checkout links or integrate with WhatsApp Catalog, streamlining the process from discovery to conversion.

Maintaining empathy, however, remains a priority.

“Firstly, with Customised Tonality, our Omni-AI can be trained to generate responses that meticulously align with a brand’s specific voice and style… Secondly, through Contextual Understanding, our AI doesn’t treat each query in isolation… This then enables Personalised Resolution Paths…”

When escalation is needed, the platform ensures that human agents receive the full conversation history and customer profile, allowing for a smooth, informed transition.

“Our platform equips live agents with all the necessary context from the AI’s interaction—including the full conversation history and customer profile—enabling them to resolve issues effectively and empathetically without requiring the customer to repeat themselves,” he adds.

Shaping the future of AI-led commerce

Looking ahead, Alan sees conversational AI becoming a driving force in customer journeys—not just a supporting tool.

“We are continuously enhancing their autonomy and intelligence… By enabling our AI to analyse this rich, omnichannel data… we’re empowering it to more accurately predict customer intent, anticipate future needs, and identify optimal engagement points,” he shares.

At the core of this evolution is Social CDP, Omnichat’s unified customer data platform that enables predictive and personalised AI interactions at scale.

“Conversational AI will become a central, intelligent force. It will proactively shape and drive every stage of the customer journey, from initial discovery and acquisition through to lasting loyalty and advocacy,” Alan concludes.

Hong Kong – Cathay Cargo has launched a new campaign with Leo Hong Kong that shines a light on the dedicated care and attention every animal receives when flying through its Live Animal services.

The campaign reimagines a modern-day “ark”—this time with wings instead of sails—to depict the wide range of animals transported by the airline and the specialised care they receive in transit.

Directed by Brent Bonacorso, known for his distinctive visual style and use of technology, the film features animals created entirely with AI and VFX to avoid the stress real animals might face on set.

From champion racehorses and giant pandas to pets, livestock, and hatchlings, Cathay Cargo’s Live Animal team is trained to handle all species—furred, feathered, or finned—with a high degree of professionalism and care.

The campaign is currently running across digital, print, outdoor, social, and below-the-line channels, targeting a global B2B audience that includes breeders, producers, agents, and animal owners who require high standards in animal transport.

João Braga, global executive creative director at Publicis Groupe Hong Kong, shared, “Cathay Cargo not only has the expertise in transporting all kinds of animals; they genuinely care for each species on their watch. So when we landed on the idea of a modern-day ark, we saw an opportunity to be truly intentional with the use of tech. If we can use AI to avoid putting animals through the stress of a taxing shoot, then why wouldn’t we? ”

Cathay Cargo remains the only airline in Asia certified under the International Air Transport Association’s CEIV Live Animals programme, which promotes safe, healthy, and humane animal travel.

The airline’s shipment solutions are tailored to each animal’s specific needs, supported by specialised equipment, temperature-controlled cabins, and dedicated handling infrastructure to ensure a secure and comfortable journey.

Edward Bell, general manager of brand, insights, and marketing communications at Cathay, said, “Behind every trip is a team of genuine animal lovers committed to the well-being of every creature we carry. In this video, we aim to narrate the utmost care we provide in Cathay Live Animal solutions, connecting the importance of compassion with the beauty of these creatures.” 

“Whether welcoming a show horse, an endangered species, or a cherished pet, we pride ourselves on treating our guests not as mere shipments but as living beings with heartbeats deserving of tailored, professional care as we help move them around the world,” he added. 

In Asia’s fast-evolving communications landscape, there’s no single formula for agency leadership. What’s needed is a rare blend of adaptability, optimism, and entrepreneurial drive—qualities that help leaders thrive amid shifting market dynamics and rising client expectations.

For David Ko, managing director of Ruder Finn Interactive Asia (RFI Asia)—the regional innovation and digital arm of Ruder Finn—that mindset defines his approach. It’s a leadership style equally grounded in navigating the cultural complexities of local markets and confronting the seismic changes reshaping the global agency model.

In this edition of Agency Leadership Decoded, MARKETECH APAC speaks with Ko about navigating cultural complexity, empowering teams, and why the agency model, in the face of AI and client transformation, must reinvent itself or risk extinction.

From founder to network leader: scaling agility with structure

Before joining the Ruder Finn network, Ko had built Daylight Partnership into a standout digital agency. When it was acquired, the shift from founder to regional leader marked more than just a change in title—it became an opportunity to scale his impact without losing the entrepreneurial edge that defined his leadership.

“Transitioning taught me the value of blending entrepreneurial agility with the resources and structure of a larger organisation,” he said. “As a founder, you learn to move fast, take risks, and wear many hats. The biggest lesson? Culture is everything. You need to preserve the innovative spirit that made your company successful, even as you leverage the reach of a global network.”

That experience also gave Ko perspective on the contrasts between running a boutique firm and leading within a large agency ecosystem—especially at a time when rapid technological shifts are rewriting the rules of the industry.

“For the first time in history I believe the agency model is under serious threat, and whether our industry survives very much depends on how well we can adapt and thrive,” he said.

Against this backdrop, Ko’s leadership focuses on trust, empowerment, and innovation from within.

“I focus on building trust, encouraging initiative, and ensuring our people have the freedom to innovate. This optimism and belief in our team’s potential, combined with a practical approach to problem-solving, have allowed us to deliver strategic counsel that’s both locally relevant and globally competitive,” he added.

Leading across cultures through autonomy, mentorship, and empowerment

Operating in Asia’s fragmented landscape means no two markets—and no two teams—are the same. For Ko, effective regional leadership begins with cultural respect and clarity but is ultimately built on trust, autonomy, and shared purpose.

“It starts with recognising that each market has its own way of working, and every team member brings something unique to the table,” he shared. “I’m a strong believer in developing talent from within and giving people the autonomy to lead in their own style.”

At RFI Asia, empowerment isn’t just about handing out responsibilities—it’s about creating the right conditions for people to take ownership, take risks, and thrive. Ko avoids micromanagement in favour of mentorship, fostering an environment where ideas can flow freely and individuals are encouraged to grow into their strengths.

“In practice, empowerment at RFI Asia means identifying each person’s strengths and giving them opportunities to lead projects, experiment with new ideas, and learn from failure without fear,” he said.

That commitment extends to investing in training, supporting cross-market collaboration, and championing initiative at all levels. “I make it a point to be a cheerleader—if someone wants to try something new or take on more responsibility, I’ll back them up.”

The result is a team that’s united by purpose but flexible in approach—capable of delivering for clients across diverse markets, while building a culture of trust and continuous growth from within.

Tech-enabled storytelling: beyond good content

With AI, immersive platforms, and dark social channels redefining how people interact with content, Ko sees the future of storytelling as deeply personalised and experience-led.

“Tech-enabled storytelling is no longer just about formats—it’s about creating experiences that are personal, interactive, and memorable,” he explained. “AI lets us tailor content in real time, but the difference between ‘good content’ and truly immersive storytelling is emotional resonance.”

According to Ko, what makes stories stick isn’t just technology—it’s originality and authenticity. At RFI Asia, that means crafting ideas that can live across multiple ecosystems—while staying anchored in human insight.

“Immersive stories invite the audience to become part of the narrative, not just observers. “It’s about using tech to deepen engagement, not distract from the message,” he emphasised. 

Agency evolution: consultative, cross-disciplinary, and client-first

As clients in Asia demand more strategic value at faster speeds, Ko believes agency networks must evolve beyond traditional service delivery to become truly consultative and tech-empowered.

“Clients want partners who can move fast, offer actionable insights, and deliver integrated solutions across markets,” he said. “That means investing in AI, data analytics, and cross-disciplinary teams—but also doubling down on local creativity.”

While in-housing and AI pose undeniable challenges to the traditional agency model, Ko is optimistic about the future—provided agencies adapt with purpose.

“The qualities that make agencies indispensable haven’t changed: fresh perspectives, diverse skill sets, scalability, and industry best practices,” he said. “At the end of the day, clients want partners who are in it with them—not just to deliver, but to co-create.”

Despite what he describes as a looming “tsunami” in the form of AI and business transformation, Ko remains confident in the resilience of people-led agencies—especially those willing to evolve.

Singapore brands’ success hinges on more than just reaching consumers—it is also about engaging them through intelligent, seamless, and personalised connections. Marketers stand at the forefront of this evolution, harnessing advanced technologies to keep pace with the dynamic industry. To thrive, brands must navigate the AI-first world, leveraging its capabilities while strengthening their omnichannel strategies.

Designed to empower this shift in the industry, the ‘AI-volution: Spark, Engage, Convert’ workshop is heading straight to the hub of innovation to dive into AI and omnichannel strategies for customer engagement. While discussing practical applications in marketing, the event will also gather brands and industry experts to share insights and ultimately shape customer engagement strategies.

The workshop will be held on 2 July 2025 at InterContinental Singapore,  from 9:30 a.m. to 12:30 p.m. SGT. Through the event, brands will gain knowledge on methodologies and platforms essential for forging meaningful connections with customers. It aims to demystify how AI-driven personalisation and omnichannel journeys are becoming the catalyst for sustainable growth.

Participants can expect mastery of omnichannel, blending AI with human connection, and customer-centric growth through the workshop. The event will cover strategies for creating seamless customer journeys, leveraging AI for personalised interactions, and the importance of innovative digital chat. Attendees will also engage in interactive sessions and hear from industry leaders on customer-first principles for sustainable growth.

Leading this transformative session is Asnawi Jufrie, vice president and general manager for Southeast Asia at SleekFlow, an omnichannel conversational AI platform. Jufrie’s extensive background in CRM, CX, and AI positions him to provide extensive insights on how brands can scale through smart automation while preserving the human element in their customer-first approach. More speakers will be announced soon to complete the lineup.

SleekFlow partnered with MARKETECH APAC to host the event. To join the AI-volution and redefine your brand’s customer engagement, register your interest here to secure a spot and step into the future of intelligent customer engagement.

Australia – Australian marketers are grappling with widespread underutilisation of marketing technology, capability gaps in first-party data, and mounting pressure to adapt to emerging AI technologies, according to a new report from digital consultancy Arktic Fox.

The Digital, Marketing & eComm in Focus 2025 report, released today in collaboration with recruitment firm Six Degrees Executive, surveyed over 200 senior marketing and business leaders nationwide. Now in its fifth year, the report paints a sobering picture of the challenges facing the industry, with only 19% of brands reporting semi or strong utilisation of their martech tools.

The findings suggest many brands are falling short in converting technology investments into business impact. While 51% of brands say they’re focused on implementing existing tools rather than acquiring more, utilisation remains low, and nearly half of respondents feel pressured to prove return on investment. Arktic Fox founder Teresa Sperti says the disconnect points to broader strategic and organisational issues.

“Despite significant investment in martech and data, many aren’t seeing meaningful returns. Maturity gaps across key areas like analytics, customer experience, and AI readiness are holding brands back,” said Sperti.

AI adoption accelerates, but sophistication remains elusive

The report reveals that 59% of brands are experimenting with or scaling their use of AI and generative AI, particularly in personalisation and content generation. However, Sperti warns that many efforts are still efficiency-led and lack strategic depth.

“Brands are beginning to embed AI into workflows, reskill teams and establish governance,” she said. “But without strong data foundations—like a unified customer view—more advanced AI applications remain out of reach for most.”

Just 14% of brands reported having a mature, unified view of the customer. While most respondents rank customer data strategy as a high priority, 53% admit their capabilities in this area are lagging.

Data strategy misalignment and privacy readiness lag

The findings also highlight a growing tension between data ambitions and execution. While 83% of brands view first-party data as critical over the next two years, only a minority are investing in identity resolution—a foundational step toward creating a unified customer profile.

Billy Loizou, area vice president at Amperity, said the misalignment is a major red flag. “Without identity resolution, personalisation falls apart. Brands can’t grow without it. Closing that gap is no longer optional.”

Privacy compliance is another pain point. Fewer than half (47%) of surveyed leaders believe upcoming changes to the Privacy Act are well understood by their teams, and only 4 in 10 say they have a plan in place to adapt.

Talent and skills gap deepens

Adding to the challenge is a widening skills gap. For the first time in the report’s history, ‘emerging technologies’ overtook data and analytics as the most urgent skills gap across marketing teams. This reflects the growing pressure on marketers to adapt to rapid technological change and the AI revolution.

Meanwhile, e-commerce maturity continues to lag, with 75% of respondents saying they trail behind global leaders. Trust in retail media networks is also low, with only 46% expressing confidence in these platforms.

Shift toward composable martech stacks

In response to rising frustration with monolithic martech platforms, the report found a shift toward more flexible, composable stacks. Brands that embraced this model reported higher levels of utilisation and impact. However, Sperti noted that IT departments often remain a barrier.

“Too often, IT drives martech decisions based on control and cost rather than business impact,” she said. “Aligning IT and marketing strategy is critical for driving value from these platforms.”

Outlook: ambition outpacing execution

While many brands understand the strategic imperatives—AI, data unification, privacy compliance—the report concludes that execution remains the primary barrier to progress.

“There’s a disconnect between ambition and capability,” said Sperti. “Investment must now shift from tools to skills, strategy, and activation if brands want to close the maturity gap and unlock value.”

With economic pressures rising and competition intensifying, the report serves as both a wake-up call and a roadmap for brands looking to evolve.

India – As part of its latest campaign, Agoda has unveiled an AI-driven vacation planner for Indian travellers, created in partnership with Google AI.

Developed using Google’s Gemini and Imagen models, the new tool combines AI-driven natural language understanding with Agoda’s global inventory of travel offerings to generate customised destination and itinerary recommendations. The ‘AI Vacation Planner’ is designed to respond to user preferences and travel intent, delivering detailed, personalised itineraries within seconds.

Gemini processes input from travellers to identify their needs and interests, while Imagen transforms the resulting itineraries into visually rich, interactive presentations. Users can download and share their tailored travel plans, which may also include platform-exclusive discounts.

“At Google, we believe in empowering visionaries to transform industries. Our collaboration with Agoda is a perfect example, as we collectively embark on a journey to truly reimagine travel – moving beyond simple bookings to instantly personalised, vividly inspiring journeys for every traveller, powered by advanced AI,” said Pulkit Lambah, industry head for travel at Google Asia Pacific. 

Agoda says the tool draws from over 5 million properties, 130,000 flight routes, and 300,000 activities available on its platform, simplifying the process of trip planning for users seeking curated travel suggestions.

The campaign targets a range of traveller profiles through Google’s AI-enhanced ad tools across YouTube and Google Ads. Agoda also partnered with creative agency Kulfi Collective and AI studio TrueFan for campaign development.

As part of the promotional effort, Bollywood actor and Agoda brand ambassador Ayushmann Khurrana appears in the role of “Chief Wellness Officer”, Mr Vacaywala. In the AI-generated videos, Khurrana offers personalised, budget-friendly travel suggestions and narrates itineraries tailored to individual users.

The AI Vacation Planner is available to Indian users through AgodaVacationPlanner.com and will remain live until 30 June. Promotional efforts will continue across YouTube and Meta platforms throughout the campaign period.

Gaurav Malik, country director of India, Sri Lanka, and Nepal at Agoda, shared, “Imagine travel planning that’s as exciting and smooth as the journey itself. That’s what we’ve achieved by blending Google’s advanced AI models with Ayushmann Khurrana’s dynamic Mr Vacaywala. On the campaign website AgodaTravelPlanner.com, we’ve redefined the travel planning experience to be both personal and inspiring, and we’re absolutely thrilled to make this available to Indian travellers this month!” 

Kuala Lumpur, Malaysia – The Forward Asia Strategic Transformation (FAST) movement under Persatuan Usahawan Maju Malaysia (PUMM) is making its latest stop at Penang, continuing its objective of championing the importance of embedding ESG and AI into the core strategies of SMEs to ensure long-term relevance in today’s competitive landscape.

In its latest stop in Penang, FAST featured a session titled “Unleashing the Untapped Potential of Business to 10x with AI & the Right Strategy,” delivered by Jaff Low, founder of AdsHelper.

“AI is no longer something for tech giants alone,” Jaff said. “It’s now the key enabler for everyday businesses to automate smarter, reduce inefficiencies, and scale faster with the right tools, especially in marketing to the right person. With the right approach, even a traditional SME can have 10x its reach and revenue.”

The FAST movement is built on the belief that ESG is not just for large corporations, and AI is not just about technology, it’s about transformation. PUMM President Dato’ Dr. Teh emphasised that embracing these elements is no longer optional.

“AI and ESG have risen to a level where businesses simply can’t ignore them. They are the new standards of responsible and scalable growth. Those who don’t adapt will risk being left behind, both locally and globally,” he said.

With AI rapidly changing business norms, leaders must not only adopt technology but develop the agility to reimagine their business in a digital-first world.

Yens Chong Yen Kai, the organising chairman of the event and visionary who initiated the FAST movement, reminded attendees that in today’s business world, simplicity can be deceptive.

“Doing business today has become so easy—it’s also become harder to stand out. That’s where ESG comes in. It helps businesses rediscover their purpose and responsibility. And AI? It’s the force multiplier. But even with both, you still need Adaptability Quotient(AQ) to navigate constant change. That’s the true competitive edge today.”

Through PUMM, FAST has positioned itself not just as a campaign, but a nationwide transformation movement, designed to help business owners upgrade their strategies, align with global standards, and contribute to national economic resilience.

With 15 sessions planned across Malaysia and a flagship summit scheduled for November 2025 in Kuala Lumpur, the FAST movement is gaining momentum as a beacon of change for ASEAN’s SME ecosystem. Each session builds toward a larger goal: equipping business leaders with the tools, mindset, and connections to transform, compete, and lead.

India – Britannia Milk Bikis has joined forces with World Chess Champion Gukesh Dommaraju to roll out an interactive virtual chess challenge designed to engage and inspire young thinkers across India.

The partnership kicks off with the launch of Britannia Milk Bikis Smart Moves, an interactive virtual chess game accessible by scanning a QR code on Britannia Milk Bikis Base and Atta variant packs. The game invites players to test their logic, speed, and strategic thinking through two levels of chess-based challenges.

In the first level, players are presented with a one-move checkmate puzzle. Those who solve it successfully receive assured cashback. Successful players then advance to the second level, which ups the difficulty by requiring a two-move checkmate. Completing this level unlocks a subscription to the CircleChess platform.

The game features a live leaderboard ranking participants based on the speed and efficiency of their solutions. The top player—determined by the fastest checkmate—will either get the chance to play a match with Gukesh Dommaraju or win a trip to Europe to witness him compete in an international tournament*.

To support the campaign, Britannia Milk Bikis has released a fully AI-generated film featuring Gukesh D. Every frame—from his likeness and voice to his expressions—was developed using advanced generative AI tools. The film marks a creative milestone by maintaining full visual consistency throughout a human character, addressing a longstanding challenge in generative storytelling. 

The game can be played in three simple steps. First, scan the QR code on the Milk Bikis pack using a mobile device. Next, complete the Level 1 one-move checkmate to receive cashback. Then, solve the Level 2 two-move challenge to unlock a CircleChess subscription. Those who complete both levels enter the running for the grand prize—a chance to play chess with Gukesh D or travel to Europe*.

Siddharth Gupta, general manager – marketing at Britannia, said, “Gukesh D represents the sharpest mind of his generation, and we at Britannia are proud to join hands with him for Britannia Milk Bikis. With Milk Bikis Smart Moves, we’re bringing a new dimension of engagement to our consumers, a game that not only entertains but also exercises the brain. Taking this innovation a step further, we’ve also launched a fully AI-generated film featuring Gukesh, setting a creative benchmark in the way stories can be told using technology. Every Milk Bikis pack now becomes a gateway to thinking faster, playing smarter, and being rewarded for it.”

He added, “This collaboration reflects Britannia’s continued commitment to nurturing talent in sports and inspiring the next generation of champions across diverse disciplines. The campaign blends tech, gaming, and strategy to spark curiosity and competition among young audiences in a fun, rewarding way.”

“This film is a bold leap into the future of storytelling. With this film, we’ve redefined what’s creatively possible with Gen AI in advertising. To bring a world champion like Gukesh D to life entirely through AI — with absolute realism and consistency — is not just a technical feat but a creative breakthrough. We’re proud to partner with Britannia on this historic first for Indian advertising,” said Meherzad Contractor, head of studios at Hogarth India.

At just 17, Gukesh Dommaraju made history by becoming the youngest-ever winner of the FIDE Candidates Tournament and is now India’s newest World Chess Champion.

The collaboration between Britannia Milk Bikis and Gukesh celebrates the synergy of play and strategy, aiming to inspire children to sharpen their thinking skills and embrace smart decision-making through the game of chess.

Gukesh Dommaraju shared, “I’m really excited to partner with Britannia Milk Bikis. Chess has taught me patience, focus, and the power of thinking ahead, and I believe every young mind can benefit from it. With Milk Bikis Smart Moves, I’m glad that young minds across the country now have a fun and accessible way to experience the magic of chess. It’s a great first step into a game that sharpens the mind and builds confidence, and I can’t wait to see the talent it inspires.”