Tag: Artificial Intelligence

Jakarta, Indonesia – GoTo Group has taken a significant step forward in enhancing productivity across its engineering teams by collaborating with Microsoft Indonesia to adopt GitHub Copilot, an AI developer tool.

GoTo’s move in integrating AI into the company’s workflow underscores its commitment to driving innovation while empowering its workforce to deliver impactful technology at scale. 

Hans Patuwo, chief operating officer at GoTo said, “Since June 2024, almost a thousand GoTo’s engineers have adopted GitHub Copilot, with full rollout expected by mid-October 2024. The adoption of this AI-powered coding assistant has enabled our engineers to enhance code quality and to accomplish more in less time.”

He added, “GoTo engineers have reported significant time savings averaging over seven hours per week, allowing them to innovate with greater speed and to bring more value to our users.”

GitHub Copilot aims to boost engineers’ productivity and happiness in daily coding tasks with its AI capabilities, from real-time code suggestions, chat assistance in the integrated development environment, to breaking down complex coding concepts using daily conversational language.

Andrew Boyd, general manager of digital natives and startups at Microsoft Asia, said, “We are proud to support GoTo in their mission to empower progress by offering technology infrastructure and solutions that enable everyone to thrive in the digital economy. By integrating GitHub Copilot into their engineering processes, GoTo equips their teams with the tools to innovate faster, enhance productivity, and ultimately deliver greater user value.”

He added, “Trust and technology go hand-in-hand, and this collaboration underscores our shared commitment to harnessing AI technology, creating meaningful opportunities for all Indonesians, and accelerating an inclusive digital transformation agenda as part of Microsoft’s Empowering Indonesia initiative.”

Meanwhile, Nayana Hodi, engineering manager at GoTo shared, “GitHub Copilot has significantly reduced syntax errors and provided helpful autocomplete features, eliminating repetitive tasks and making coding more efficient. This has allowed me to focus on the more complex elements in building great software.”

Lastly, Sharryn Napier, vice president for APAC at GitHub, stated, “We are thrilled to empower GoTo with GitHub Copilot, equipping their engineers with AI across the software development lifecycle. GoTo has implemented an impressive evaluation strategy, collaborating directly with engineers to collect first-hand measurements that showcase real impact. By quantifying the value of Copilot from the start, GoTo is building strong momentum for widespread adoption and accelerated learning across their engineering team. We’re excited to continue this journey, helping GoTo ship software ahead of the curve and accelerate the pace of innovation.”

Doha, Qatar – Qatar Airways has unveiled a new global ‘AI Adventure’ film which utilises state-of-the-art technology to reinforce its commitment to developing incomparable, immersive experiences for everyone.

In an industry-first, the campaign offers the opportunity to be part of its emotive story, by utilising advanced AI capabilities so you can place yourself within the film and become the star. This reaffirms the airline’s dedication to placing customers at its very heart.

As part of the campaign, viewers can select from multiple scenes within the film to star as the leading roles. Thanks to cutting-edge AI technology, the characters will be an accurate reflection of the viewer’s appearance, adapting to their facial features and skin tone. 

To be a part of the emotive AI adventure, users must visit: flyqatar.com and watch the film on the Qatar Airways YouTube channel.

Engr. Badr Mohammed Al-Meer, chief executive officer at Qatar Airways Group, said, “At Qatar Airways, we go beyond simply meeting customer expectations – it’s about anticipating their needs and crafting experiences that resonate on a personal level. The launch of this new brand campaign is a true testament to this and our ethos of providing incomparable superior customer experiences.”

Meanwhile, Thierry Antinori, chief commercial officer at Qatar Airways, commented, “Featuring pioneering AI capabilities unseen elsewhere in the airline industry, our latest campaign not only showcases the innovative spirit driving our brand, but also encapsulates our customer-centric approach, helping to turn every journey into an adventure. After all, there’s no limit to how far a dream can take you.”

Lastly, Babar Rahman, senior vice president of global marketing and corporate communications at Qatar Airways, stated, “With this latest campaign, we have been able to encapsulate our vision as an industry leader in innovation. Crafting an immersive brand experience where everyone can be the stars, has allowed us to create uniquely personalised connections with our audiences, ensuring every moment is truly unforgettable.”

Kuala Lumpur, Malaysia – Local telco TM and Grey Malaysia have collaborated to bring the nation together via technology to celebrate Malaysia’s diversity by allowing Malaysians to now see and share themselves singing an iconic Malaysian song of unity in any of 17 different languages and dialects.

The AI platform, done by Grey Malaysia, utilises the tradition of celebratory song to create a universal invitation to engage with the potential of AI, furthering TM’s commitment to making technology accessible to all Malaysians. 

The campaign uses a combination of seven AI technologies to bridge language barriers and connect diverse voices, uniting the country and bringing everyone closer to a truly inclusive Digital Malaysia.

Housed on a microsite at https://sejutasuara.tm.com.my/, Malaysians now have the opportunity to sing their rendition of Gemuruh, a well-known Malaysian song, in various local languages and dialects effortlessly. This is made possible with the assistance of integrating seven cutting-edge AI and API platforms that specialise in lip sync and voice cloning. 

With the help of Kits.ai, HeyGen and SyncLabs, the microsite can trace and clone the voices of Malaysians to sing with pride, in their choice of language or dialect. 

The campaign was created alongside Directors Think Tank and Nacho Usual Collective to produce the first Malaysian music video that consists of AI-generated vocals in multiple languages and dialects.  Bringing to life the richness of our languages through the diverse expressions of Malaysians delivering their own versions of Gemuruh, making this the ultimate music video for Malaysian by Malaysians.

Lysha Zulkifly, senior copywriter of Grey Malaysia, said, “By exploring the complexity of AI voice mapping, we wanted to use the tech to our advantage by celebrating the diversity of our languages and dialects. It’s beautiful to hear how rich our country is in culture, through this platform. I believe this is just the beginning for us to make AI our ally.”

The outlook for e-commerce marketing strategies is more dynamic and complex than ever, as digital transformation accelerates and consumer behaviours continue to evolve. As marketing leaders, it’s crucial to recognise the shift from traditional, one-size-fits-all approaches to more personalised, data-driven strategies. 

The rise of artificial intelligence and machine learning enables businesses to analyse consumer data at unprecedented depths, offering insights that drive more targeted marketing efforts. Moreover, the increasing importance of mobile shopping and social media integration requires marketers to adopt a multi-channel approach, ensuring a seamless and engaging customer experience across all touchpoints.

Looking ahead, marketing leaders must prepare for a landscape where agility and adaptability are key. The growing demand for sustainable and socially responsible business practices also impacts e-commerce strategies, pushing brands to align their marketing messages with these values. 

As part of our E-Commerce Marketing 2024 series, we invited industry leaders to share their insights and advice on how to traverse the ever-evolving landscape of e-commerce marketing. From improving customer experience, hyper-personalisation, social commerce to influencer marketing, these are the insights various industry marketing leaders have shared to push forward the e-commerce marketing scene further into 2024 and beyond.

Check out the line-up of published insights by marketing leaders under the series:

For our first byline under this series, Eleanor O’Dwyer-Duggan, CX solution strategist for Southeast Asia at Qualtrics shares her insights on why delivering a superior CX is one of the most impactful, sustainable, and efficient ways to achieve greater business impact in challenging market environments. Learn more about her insights here.

To succeed in the world of digital commerce, Annie Yao, head of growth and market intelligence at Flywheel offers up advice of having a winning recipe that requires a data-driven approach, operational efficiency and the seamless integration of omni-channel strategies. Check out her piece here.

Brick-and-mortar stores and online versions are continuously growing in APAC–but how can brands create a seamless integration between the two? For Keith Ho, strategy lead at NP Digital Malaysia, the answer lies on finding the right model that fits both the needs and interests of a brand’s target demographic and meets them at their convenience. Check out his byline here.

Speaking of seamless commerce, Anson Bailey, head of consumer & retail at KPMG APAC notes in his piece that a seamless online-offline customer experience has now become a baseline expectation. Only by excelling in this domain can retailers expect to lead the market.

When it comes to retail media spend for brands, Sebastian Diaz, head of media innovation at Bench Media explains that marketers recognise the need to provide a personalised shopping experience and retailers are increasingly monetising access to ad spending across their websites and in-store activity. Check out his piece here.

In this piece by Vikram Kharvi, CEO at Bloomingdale Public Relations, he explains that AI-driven hyper-personalisation in e-commerce marketing offers numerous benefits, but it’s essential to address the concerns it raises and find a middle ground that satisfies both the business and its customers. Learn more about it here.

Speaking of AI-driven solutions, David Ko, managing director at Ruder Finn Interactive Asia (Ruder Finn Asia) notes that by embracing transparent and responsible AI practices, companies can unlock the full potential of personalised marketing while building and maintaining the trust of their customers. More of this here.

Ynes Nar, head of account, marketing strategy & client servicing at Tomato Interactive Singapore (BlueFocus company) focuses her piece on the fact that as this new era of social commerce unfolds, those who understand and harness its potential will not just survive but also lead the way in this new era of social commerce–thanks to KOLs who support their campaigns.

The future of e-commerce marketing–according to Francis Dy, head of innovation at Wavemaker Philippines–is set to be defined by an intricate blend of advanced technology, personalisation, and a commitment to sustainability, all while maintaining a human-centric approach. Learn more about this outlook here.

For Glenn Gore, chief executive officer at Affinidi, as the latest technology trends diving into how consumers’ lives continue to merge with the digital realm, personalised experiences are beginning to see even stronger demand. Check out his piece here.

Should marketers channel more resources into attracting the right audience, or should they optimise their websites to convert visitors into customers? In this piece by Sebastian Klett, general manager at Balance, he explains that brands must evaluate current strategies, make the necessary adjustments, and ensure that every step of the digital experience guides their audience toward becoming loyal customers.

APAC is witnessing a significant shift in consumer behaviour, with the rise of direct-to-consumer (DTC) brands becoming a major disruptor in the retail landscape. To ride this growing trend, Kevin Daniel Kuntoro, regional commerce head at Summer International explains that to ride this success, this depends on their ability to adapt to changing consumer behaviours; prioritise key trends and insights; utilise social media and influencer marketing to build trust. Check out his piece here.

In this last–but not least–piece of this series, Sorrel Kesby, head of global commercial operations at GumGum explains that capitalising on the e-commerce boom of recent years calls for a strategy that meets customers in the right place and in the right mindset.

As we move into 2024 and beyond, the outlook for e-commerce marketing strategies is both exciting and dynamic. Businesses will need to adapt to rapid technological advancements, such as AI-driven personalisation, voice search optimisation, and augmented reality, to create more immersive and tailored shopping experiences. The emphasis on data privacy and ethical marketing practices will also grow, as consumers demand greater brand transparency and trust.

Additionally, leveraging social commerce and influencer partnerships will continue to play a crucial role in driving engagement and sales. Overall, successful e-commerce strategies will be those that blend innovation with a deep understanding of consumer behaviour, ensuring brands remain agile and relevant in a constantly evolving digital landscape.

Advertising company Taboola has announced that Maximize Conversions, an AI-powered bidding technology, is now open to all advertisers.

Previously accessible to Taboola advertisers, Maximize Conversions has been leveraging Taboola’s conversion tracking methods and tools to enable efficient AI-driven campaign management while eliminating complexities such as manual optimisation. With Maximize Conversions now being accessible to all, the bidding process of any advertiser’s campaign can be automated. 

“We’re continuing to make it easier for advertisers to succeed on Taboola. The massive adoption we’re seeing from Max Conversions makes it clear that advertisers like the tech, and most importantly it works for driving results for performance campaigns,” Adam Singolda, chief executive officer and founder of Taboola, said. 

“We’re seeing 70% of advertisers use it, and keep using it. Today, we’re giving thousands more advertisers the ability to tap into this AI-powered technology,” Singolda added.

‘Maximize Conversions’ is increasingly being adopted by various brands, including Hyundai, ERGO, Leica Camera, Sonova, Peugeot Turkey, and Opel Turkey.

Hong Kong – SAP has officially launched its ‘Business AI Experience Center’ at its Hong Kong office, aimed at empowering enterprises to capitalise on AI opportunities and drive innovation.

The centre is designed to highlight the advanced capabilities of integrated Business AI, demonstrating its role in driving innovation, improving efficiency, and accelerating business growth through live use cases and success stories. It aims to guide enterprises from initial AI understanding to practical implementation, facilitating their digital transformation and helping them unlock the full potential of Business AI.

The Business AI Experience Center features four live demonstrations showcasing SAP Business AI technology across key functions. These include: Joule in ERP, which automates sales orders to boost performance; Just Ask, a conversational AI for deep sales insights; Talent Writing Assistant, which streamlines HR tasks like performance reviews; and Joule in Customer Experience, enhancing engagement and brand visibility through social media and interactive queries.

Esmond Tong, managing director of SAP Hong Kong and Macau, said, ” With the Business AI Experience Center, SAP aims to create a platform for enterprises and partners to exchange ideas and gain valuable insights that will enhance their agility and creativity. Enterprises can harness SAP’s cloud platform to unlock AI’s potential and achieve business benefits. With over 50 years of extensive expertise, SAP offers cloud solutions tailored to meet the diverse needs of businesses across industries, regardless of size or development stage, helping them accelerate business growth and development.”

Earlier this year, SAP fully integrated business AI into its cloud portfolios and began rolling out the generative AI copilot, Joule, which will handle 80% of common tasks. SAP is also strengthening partnerships with Microsoft, AWS, Google Cloud, and NVIDIA to advance generative AI in enterprises.

Singapore – Financial services company Singlife has recently launched the “The Dream Cube”, a digital, virtual, and AI-driven web campaign, to allow Singaporeans to see what their unique financial freedom dream would look like in real life. 

‘The Dream Cube’ builds on the momentum of Singlife’s 2024 “Dream” campaign, launched on 1 July with a brand film starring Mediacorp artiste and Singlife brand ambassador Pierre Png. 

Said campaign takes participants through a personalised journey with generative AI technology and webAR with just a few taps on their mobile devices. They answer three simple questions about their views on financial freedom, and unlock a unique, AI-generated vision of their dreams. 

The scenarios are based on the research and insights garnered from Singlife’s first Financial Freedom Index study, conducted in 2023, which showed that Singaporeans feel that financial freedom means being able to retire whenever they want, travel and give back to society, amongst others.

Apart from encouraging Singaporeans to pursue their dreams, this innovative activation reinforces Singlife’s commitment to listening to its customers. By understanding their dreams and aspirations, Singlife derives valuable insights to tailor its offerings and services to meet evolving customer needs.

Debra Soon, group head of brand, communications, marketing and experience at Singlife, said, “Singlife’s ‘Dream’ campaign is about empowering Singaporeans to visualise and chase their dreams. The Dream Cube takes this message to another level, allowing individuals to see themselves achieving those dreams, one which is personalised and unique.”

She added, “We hope this will give them the impetus to plan for their financial freedom and know that their dreams are achievable if they take the right steps and plan with the right data and advice. At the same time, we want them to have some fun with the app and connect with us on a digital platform.” 

Participants can enter “The Dream Cube” by visiting dreamcube.singlife.com. From now until 24 September 2024, the first 5,000 participants will receive a S$20 e-voucher, as well as a Financial Freedom Starter Plan with ideas for solutions to help kickstart their financial planning journeys.

In line with the campaign message, the company also announced its sponsorship of the award winning local film “Wonderland”. The movie tells a heartwarming story about attaining one’s dreams, be it for one’s family or simply the pursuit of a better life. Singlife reaffirms its dedication to partnering Singaporeans in chasing their dreams by finding a better way to financial freedom.

In the futuristic sci-fi thriller Minority Report, Tom Cruise’s character walks through a shopping mall equipped with retinal scanners that immediately serve up holographic advertisements tailored to his personal needs and tastes. It’s intrusive, unnerving, yet feels incredibly believable. That day has finally come, beginning in e-commerce.

With the explosive growth of Large Language Models (LLMs), AI has become the buzzword of the decade, promising revolutionary changes across industries. Nowhere is this more evident than in the realm of e-commerce, where AI holds the tantalising promise of hyper-personalised experiences that can dramatically boost customer satisfaction and loyalty. However, as we stand on the precipice of this AI-driven revolution, it’s crucial to recognise that beneath the hype lies a landscape fraught with hidden challenges and ethical considerations.

The potential is undeniably exciting. It offers unprecedented capabilities to analyse vast amounts of customer data, identify patterns and preferences, and deliver highly tailored experiences. Through sophisticated data analysis and predictive modelling, AI can anticipate customer needs and behaviours with uncanny accuracy. This allows for real-time personalisation of content, recommendations, and even user interfaces, creating a seamless and engaging customer journey.

Natural language processing, another key AI capability, is revolutionising customer interactions through chatbots and voice assistants, making brand engagement more conversational and intuitive. AI’s ability to optimise pricing based on individual customer value and willingness to pay opens up new avenues for dynamic pricing strategies. Moreover, AI-powered sentiment analysis can gauge customer emotions, enabling brands to provide appropriate responses and experiences that resonate on a deeper level.

An Overview of AI in E-Commerce

AI plays a crucial role in enhancing personalisation across various e-commerce domains, including traditional e-commerce, social commerce, retail media, and q-commerce. In e-commerce, AI-powered recommendation systems analyse vast amounts of customer data, such as browsing history, purchase patterns, and demographic information, to provide highly personalised product recommendations that are tailored to each individual’s preferences. This not only improves the customer experience but also drives increased sales and loyalty. 

In the realm of social commerce, AI algorithms enable brands to create engaging and personalised shopping experiences by analysing user behaviour on social media platforms. By understanding individual preferences and interests, AI can deliver targeted content, product recommendations, and personalised promotions that resonate with each customer, fostering deeper connections and driving conversions.

Retail media, which refers to the use of a retailer’s owned media assets to deliver advertising, also benefits from AI-powered personalisation. AI algorithms can analyse customer data across multiple touchpoints, including the retailer’s website, mobile app, and in-store interactions, to deliver personalised ad experiences that are more relevant and effective for both the customer and the advertiser.

In the emerging field of q-commerce, or quick commerce, AI plays a crucial role in enhancing personalisation. By leveraging real-time data on customer location, purchase history, and immediate needs, AI can provide hyper-personalized product recommendations and seamless checkout experiences, ensuring that customers receive the right products at the right time, ultimately improving satisfaction and driving repeat business.

These applications paint a picture of a future where marketing becomes an almost magical experience, anticipating our desires before we even articulate them. However, this rosy vision comes with a significant caveat: the ethical implications of such powerful personalisation tools are profound and cannot be ignored.

Understanding Hyper-Personalisation Perils

The collection and use of vast amounts of personal data, essential for AI-driven personalisation, raise serious concerns about privacy and data security. The potential for this data to be misused, either through breaches or unethical practices, is a real and present danger. Moreover, the opacity of many AI algorithms creates a “black box” problem, where neither consumers nor regulators fully understand how decisions are being made about them.

There’s also the risk of creating filter bubbles, where AI-driven personalisation narrows the range of experiences and information presented to consumers, potentially reinforcing biases and limiting exposure to diverse perspectives. The use of AI in dynamic pricing, while potentially beneficial for businesses, raises questions about fairness and could lead to price discrimination.

Given these challenges, it’s clear that the path forward for AI in marketing must be one of responsible innovation. We need to strike a delicate balance between leveraging the powerful capabilities of AI and upholding ethical standards that protect consumer rights and maintain public trust.

Transparency and Responsible Use

Transparency should be at the forefront of this approach. Companies need to clearly communicate what data they’re collecting and how it’s being used. Privacy policies should be easy to understand, not buried in legal jargon. Customers should have control over their data, including the right to access, correct, and delete it. Robust consent processes and clear opt-out mechanisms for personalised marketing are essential.

Data minimisation is another crucial principle. Companies should only collect data necessary for specific, stated purposes and implement retention policies to delete unnecessary information. This not only respects consumer privacy but also reduces the risk and potential impact of data breaches.

Algorithmic transparency, while challenging to implement fully, should be a goal. Where possible, companies should provide explanations of how their AI systems make decisions. Regular audits of AI systems for bias and fairness are crucial to ensure that personalisation doesn’t turn into discrimination.

Ethical considerations need to be baked into the AI development process from the start, not added as an afterthought. This includes establishing clear ethical guidelines for AI use in marketing and ensuring diverse teams are involved in AI development to mitigate bias.

Don’t Lose the Human

Human oversight remains crucial. While AI can make rapid decisions, human supervision and review processes are necessary to catch errors, address nuanced situations, and ensure alignment with brand values and ethical standards.

Strong data security practices are non-negotiable. As AI systems handle increasingly sensitive customer information, regular updates and testing of security protocols are essential to protect against evolving threats.

Accountability needs to be clear and concrete. Organisations should assign clear responsibility for AI systems and establish processes for addressing AI-related issues or complaints. Regular ethical impact assessments can help companies understand and mitigate the broader societal impacts of their AI systems.

Education is key, both internally and externally. Staff need to be kept updated on AI ethics and best practices, while customers should be educated about how AI is used in marketing. This transparency can help build trust and enable consumers to make informed choices about their engagement with AI-driven marketing.

Collaboration with regulators and industry bodies is essential to develop appropriate guidelines and standards. As the AI landscape evolves rapidly, ongoing dialogue between businesses, policymakers, and consumer advocates is crucial to ensure that regulations keep pace with technological advancements.

The Way Forward

While the challenges are significant, there’s reason for optimism. The conversation around ethical AI is gaining momentum, with more companies recognising that responsible AI practices are not just ethically necessary but also good for business in the long run. Consumers are becoming more aware and demanding of their digital rights, pushing companies towards more transparent and ethical practices.

The future of AI in marketing is not a binary choice between innovation and ethics – it’s about finding ways to pursue both simultaneously. By embracing transparent and responsible AI practices, companies can unlock the full potential of personalised marketing while building and maintaining the trust of their customers.

As we move forward, it’s crucial to remember that the goal of AI in marketing should not just be to sell more effectively, but to create genuine value for consumers. When implemented ethically and responsibly, AI has the potential to create marketing experiences that are not just personalised, but truly personal – experiences that respect individual preferences, protect privacy, and contribute positively to people’s lives.

The path ahead is challenging, but it’s also filled with opportunity. By navigating this path thoughtfully and ethically, we can harness the power of AI to create a future of marketing that is both innovative and responsible, serving the needs of businesses and consumers alike. The journey towards ethical AI in marketing is not just a technological challenge, but a human one – and it’s a journey we must undertake together.

This thought leadership is written by David Ko, Managing Director at Ruder Finn Interactive Asia, the digital arm of Ruder Finn Asia.

MARKETECH APAC is leading the conversation on the future of e-commerce marketing strategies this 2024 and beyond with the E-Commerce Marketing in the Philippines 2024 conference on August 14, 2024 at Crowne Plaza Manila Galleria. Join us and become an integral part of a dynamic community committed to pushing the boundaries of innovation and fostering unparalleled growth in the e-commerce domain.

Singapore – Around 82% of leaders in Singapore believe AI will make or break businesses, with 78% of them think traditional CX will be dead–and saying 2027 will mark the “death of traditional CX”. This is according to the latest data from Zendesk.

The report envisions a future where CX organisations become leaner, faster, and more effective, with AI at the helm to streamline processes, personalise engagement, and handle a higher volume of customer interactions. 

Moreover, the evolution will likely lead to smaller CX teams, as 74% of industry experts across Asia-Pacific predict a downsizing due to AI’s ability to simplify operations while delivering high quality service to customers. Industry experts in Singapore record the most muted response (63%) to the predicted downsizing, compared to their regional counterparts in Australia (84%) and India (73%). 

Industry leaders in the region also believe AI is changing everything about CX, with leaders in Singapore agreeing the least (85%) with this sentiment compared to leaders in India (92%) and Australia (90%). Despite this, leaders in Singapore show optimism for the future of CX in the next three years: 87% believe voice-activated self-service will be an option for all channels; 85% say integrated text, voice and video interactions will be combined into a single experience; and 81% believe all CX solutions will have built-in generative capabilities. 

Around 84% of them also believe there will be a fivefold increase in customer service interactions by 2027, with leaders confident in AI’s ability to maintain quality service. This shift will make operations smoother, decisions sharper, and boost market competitiveness. As AI takes over routine tasks, it will enable teams to be more efficient and control costs, allowing for effective scaling of business operations even as customer interactions increase. 

In Singapore, 70% of industry leaders believe all channels will be powered by AI in three years, with AI-assisted support augmenting human agents by providing real-time diagnostic assistance and recommendations. 

“Industry leaders will transform into customer-centric visionaries, equipped with a deep understanding of the solutions that truly resonate with customers. They will proactively apply AI, using real-time data for better customer experiences, and collaborate across departments to safeguard customers and swiftly innovate based on AI insights. This transition will empower CX leaders to deploy AI strategically, make smarter decisions, and effectively guide their teams through emerging tech trends and evolving customer behaviours,” Zendesk said in a press statement following the report’s release.

The report also notes that AI’s impact on CX organisations promises to be significant, reshaping the roles of agents, admins, and leaders to prioritise specialised skills. In fact, 86% of industry leaders in Singapore say agent roles will evolve to cross-functional roles for more holistic service, with three-quarters believing they will only handle complex escalations that involve in-depth troubleshooting. Agents will see their roles expand to include enhanced technical skills and a deeper understanding of technology.

Lastly, admin roles are on the cusp of a big change, becoming proactive guardians of business operations. They will increasingly rely on AI copilots and smart tools to manage automated interactions and to make AI-driven improvements. 

“In their day-to-day, admins will keep a real-time pulse on the quality of agent interactions, refine automation, predict staffing needs, and implement workflows suggested by AI. They will need to master using AI to enhance team performance, employ no/low-code tools for automation, make data-driven decisions, and balance workload between humans and AI to meet customer needs. This evolution will empower admins to spearhead strategic advancements and maintain efficient, effective operations,” the report also added.

Speaking on the report’s release, Craig Flower, chief information officer at Zendesk, said, “In the near future, AI will play a role in all customer interactions, moving us beyond traditional, manual service to more advanced, technological-driven experiences. That’s why leaders are proactively adjusting their strategies now to navigate the anticipated changes and leverage AI to its fullest potential. A transformation won’t happen overnight, but there will be a steady progression that develops over time. It’s going to redefine roles and improve experiences for CX teams and their customers.”

Meanwhile, Maureen Chong, regional vice president, Asia at Zendesk, commented, “Consumers today have been clear about the imperatives in their interactions with businesses – an AI-assisted, personalised experience that’s consistent across all platforms. CX leaders across Asia Pacific are feeling the pressure to adopt AI into their CX organisation, with over 90% saying the pace of change is overwhelming.”

She added, “With only a quarter of leaders in the region describing their AI adoption as advanced, industry leaders are recognizing the gaps and taking steps to strengthen their CX. Key areas they are addressing – enhancing data security, investing in new CX technologies, expanding AI and automation in service delivery, integrating generative AI and optimising self-service support. Done right this won’t just help businesses weather ongoing economic uncertainties – it will, in fact, give them a competitive edge.” 

Kuala Lumpur, Malaysia – Local telco player CelcomDigi has recently launched its CelcomDigi AI Experience Centre (AiX) – a one-stop immersive innovation and collaboration hub to lead, inspire, and advance the creation of world-class digital solutions across a range of sectors and verticals.

Supported by a wide ecosystem of leading global technology players and local partners, AiX will serve as a focal point for cross-industry collaborations, leveraging emerging technologies such as 5G, artificial intelligence (AI), extended reality (XR), robotics, analytics and metaverse. 

Moreover, this collaborative facility is designed to spur rapid technology advancements and growth of new digital start-ups, enterprises, and future skills to build a flourishing innovation ecosystem and fuel Malaysia’s digital transformation.

Build on a partnership model, AiX is powered by a strong, extensive and growing ecosystem of 40 global technology leaders, local partners and solution providers, from core partners Huawei and ZTE, to other collaborative partners AWS, Digital Nasional Berhad, Ericsson, Microsoft, SK Telecom, Softbank, Sumitomo, and Yinson, amongst others.

Launched by the Minister of Communications YB Fahmi Fadzil, AiX provides an immersive experience combining sight, sound, and touch, and features real-world solutions ready for immediate deployment. 

Built on a model of constant evolution and partnership, the technology and showcases will be refreshed periodically to bring new experiences to visitors and is set to be the epicentre of co-creation to enable rapid experimentation and development of new technology solutions for the market.

For Datuk Idham Nawawi, CEO at CelcomDigi, emerging technologies such as AI are revolutionising the world, and Malaysia must keep pace with this progress to build a flourishing digital nation. He also added that over 1.5 years ago, they have made a strong commitment to play a pivotal role to realise this ambition, leveraging their greater combined capabilities as a merged company to invest and drive digitalisation, innovation and sustainable growth for the nation.

“The AI Experience Centre is a realisation of the national benefit of the merger, where CelcomDigi’s scale and capabilities are able to attract and partner global and regional digital tech giants to accelerate the development of cutting-edge digital solutions – positioning us a strong ally to the nation’s digital aspirations,” Nawawi said.

He also added that AiX emphasises the significance of a thriving innovation ecosystem to develop a robust digital society. For him, in the fast-paced era of digital everything, speed and ferocity of innovation is essential, and therefore have designed AiX on a model of strong partnerships and constant evolution, enabling them to co-create use cases with great potential at an accelerated speed for Malaysia.

“Building with some of the most notable global tech and local ecosystem players, together we have invested RM55 million to support this ambition. We will continue to invest in the infrastructure, partnerships, and competencies needed to support Malaysia through the rapid tech changes around us. We are determined to spur digital transformations across industries and ensure the benefits of 5G, AI, and emerging technologies are realised for all Malaysians,” he concluded.