Singapore – Majority or 88% of consumers in Southeast Asia rely on AI-driven content and product recommendations for purchasing decisions, with 83% willing to pay more for AI-enhanced shopping experiences, reveals a whitepaper jointly developed by Lazada and Kantar.

The report reveals that nearly two-thirds of respondents (63%) in Southeast Asia perceive AI as widely adopted in online shopping, with more than half identifying AI chatbots (63%), translations (53%), and visual product searches (52%), as key recognised features in ecommerce.

In terms of actual adoption, however, usage of these features remains below 50%—47% for AI chatbots, 40% for visual product searches, and 40% for translations. The report also indicates that only one-third of respondents found these features helpful in meeting their needs.

According to the whitepaper, the gap between perceived and actual effectiveness of AI features highlights an opportunity for ecommerce platforms to leverage AI and data insights, bridging this divide to boost customer satisfaction.

Interestingly, while only a few respondents found AI features in online shopping helpful, the report reveals a strong trust in AI-powered platforms. The majority rely on AI for personalised recommendations (92%) and product summaries (90%), with 88% making purchasing decisions based on AI-generated content and suggestions.

When examining consumer motivations for using AI in online shopping, over half of SEA respondents (52%) cited convenience as a primary reason for adopting AI in their personal lives. Similarly, 51% prioritise product and seller reviews, highlighting an opportunity to enhance review depth, relevance, and authenticity through AI technology.

Furthermore, a substantial majority of shoppers (83%) are willing to pay more for AI-powered shopping experiences. This willingness is linked to the positive benefits shoppers perceive, with nearly half of respondents (49%) indicating that AI enhances discovery, customer service, and overall enjoyment during online shopping.

James Dong, chief executive officer of Lazada Group, elaborated, “The launch of our inaugural whitepaper marks a pivotal moment in understanding how AI is shaping the future of eCommerce. As technology evolves, so do consumer expectations. This whitepaper explores the transformative potential of AI and provides insights into how businesses in Southeast Asia can harness it to create personalised, seamless, and smart shopping experiences.” 

“At Lazada, we are committed to staying at the forefront of innovation, ensuring that AI drives both efficiency and enhanced customer engagement across all touchpoints. Going forward, we will continue to invest in AI and cutting-edge technologies to revolutionise the eCommerce ecosystem,” he added. 

With 80% of respondents using AI features on eCommerce apps at least once a week, the whitepaper urges eCommerce platforms to seize the opportunity to enhance their AI integration efforts and provide more holistic and exceptional shopping experiences.

“AI has become an integral part of the eCommerce landscape, enabling smarter decision-making and more tailored customer experiences at scale. As we dive deep into how we can enhance AI algorithms to personalise product recommendations, optimise supply chains, and enhance customer service interactions, it is clear that AI will remain a key enabler in pushing the boundaries of what eCommerce can achieve. What excites me most is how we are building robust AI systems to solve complex technical problems in ways that directly improve the shopping experience for our customers,” said Howard Wang, chief technology officer at Lazada Group.

Manila, Philippines – Union Bank of the Philippines has announced the expanded role of Albert Cuadrante as chief marketing, customer experience, and digital channels officer, reflecting the bank’s commitment to strengthening its customer-centric strategies and digital innovation.

In his new role, Cuadrante will lead the charge in ensuring the bank delivers exceptional customer experiences across both physical and digital channels. As the overseer of UnionBank’s digital banking platform, UB Online, Cuadrante is also responsible for optimising the app’s user interface and continuously enhancing the customer journey to make banking easier and more convenient.

In an exclusive interview with MARKETECH APAC, Cuadrante outlines his vision for enhancing customer experience at UnionBank, highlighting its leadership in digital banking through technology, customer insights, and agile innovation.

Blending digital innovation with customer care 

Cuadrante began his journey at UnionBank as chief marketing officer before taking on the additional responsibilities of chief customer experience and digital channels officer. 

For Cuadrante, his expanded role naturally integrates with the marketing function, as building strong customer relationships is essential to effective marketing. He believes that businesses must engage in continuous interactions and research to gain valuable insights into the customers they aim to attract and retain.

In his words, “Being intimate with the consumer is the core of marketing.” 

Cuadrante’s vision is to create an empowered digital banking experience that liberates customers from traditional constraints like paper forms and limited banking hours, all while ensuring exceptional support at physical branches when needed. 

A prime example of this vision is UnionBank’s ‘The Ark,’ the country’s first fully digital branch launched in 2017, which set the standard for the bank’s nationwide branch experience by seamlessly integrating digital and physical services.

“We are mindful never to lose sight of the fact that behind every digital transaction and interaction is a person,” Cuadrante shared. “That is the thread that binds the design of our products and services. We now have over 15 million retail customers and are growing, with our app being one of the highest-rated and most downloaded local banking apps. This motivates us to keep on looking for ways to delight our customers.”

Recognising the diverse needs of UnionBank’s clientele, Cuadrante is committed to continuously improving the customer experience by making it as seamless and frictionless as possible. 

“We want our customers to open accounts, get credit cards, or have loans approved in the fastest possible time,” he expressed. 

Beyond banking, the goal is to provide exclusive deals and offers in areas like shopping, travel, dining, and entertainment, helping customers enjoy the best experiences life has to offer. Cuadrante emphasises the importance of customer feedback, which UnionBank uses to identify areas for improvement and better meet the financial goals and aspirations of its clients.

“We constantly get customer feedback to allow us to determine which areas of our products and services we can do better at. Technology combined with our agile way of working allows us to keep on iterating and quickly make adjustments based on what we are learning to help ensure delivering our desired customer experience,” he said. 

Embracing AI to drive efficiency and fuel growth

As the banking industry evolves with advancements in technology, Cuadrante emphasises the importance of agility. 

“The UnionBank Team thrives in a fast-changing environment, as this is the nature of a digital world. We have built our processes around the agile way of working to enable us to introduce and/or improve products, services, and features,” he shared. 

Under Cuadrante’s leadership, a culture of continuous learning and innovation is also actively fostered within the marketing and CX teams. This approach ensures they stay attuned to emerging trends and shifts in consumer behaviour and sentiment, which in turn informs the ongoing refinement of UnionBank’s products, services, and customer experiences.

UnionBank’s early adoption of AI technology is another key part of Cuadrante’s strategy for future growth. He highlighted the bank’s commitment to leveraging AI to design and deliver more personalised products, services, and offers that align with the diverse needs, behaviours, and aspirations of its customer segments.

“I believe that AI will allow us to become more efficient and targeted in the way we communicate, as well as allow us to respond more quickly to queries and requests for assistance,” he added. 

Looking ahead, Cuadrante envisions a future where AI continues to shape the banking industry, enhancing the customer experience and driving further growth for UnionBank.

“We have already made a lot of progress with the models and tools that we have developed since, and we are actively working with our strategic partners in testing and experimenting on new solutions that can help make us more efficient and take our growth to the next level,” Cuadrante concluded. 

Vietnam – Vietourist, a Vietnam-based tourism company, has partnered with software-as-a-service (SaaS) provider Appier to transform its lead generation and customer engagement strategies through advanced AI-driven solutions.

In collaboration with Appier, Vietourist harnessed the AI-powered personalisation capabilities of AIQUA to automate and optimise its marketing efforts. This strategic deployment led to an impressive 171% increase in lead generation and a notable enhancement in customer engagement. Additionally, Vietourist achieved an 85% open rate for its personalised EDM campaigns, successfully engaging users at critical touch points throughout their travel journey.

Vietourist’s success stems from its use of personalised, automated campaigns on its web and mobile platforms. With Appier’s AIQUA, Vietourist provided tailored messages and product recommendations at key moments in the user journey, resulting in a 300% increase in web subscribers and improved customer retention.

Additionally, with the help of Appier’s BotBonnie conversational marketing platform, Vietourist automated personalised customer interactions via web chat and Facebook Messenger, successfully generating over 1,000 leads in just three months. These AI-powered automated responses significantly reduced the time spent on manual customer engagement while providing a highly personalised user experience.

Vietourist’s partnership with Appier showcases the impact of AI-driven marketing solutions in modern tourism. By utilising Appier’s advanced tools, Vietourist has effectively scaled its operations and gained new market share. 

Nguyen Van Tam, marketing director of Vietourist, commented, “The success we’ve achieved through our collaboration with Appier has been transformative. Appier’s AI-driven solutions have enabled us to connect with our customers in a personal and relevant way, driving significant growth in leads and customer engagement. We’re excited about the future and look forward to continuing our partnership as we enhance our customer experiences even further.” 

Looking forward, Vietourist plans to further expand its use of Appier’s AI solutions to sustain its competitive advantage and enhance the travel experiences it offers to customers. 

Philippines – RLC Residences, the residential arm of Robinsons Land, has partnered with Salesforce, supported by Appistoki, to drive its digital transformation and enhance customer experience through AI-powered, data-driven solutions.

Through this partnership, RLC Residences will harness the combined expertise of Salesforce and Appistoki to streamline operations and elevate the customer experience. By integrating Salesforce’s Data Cloud, Customer 360, and AI technology (Einstein), along with Appistoki’s digital infrastructure, RLC Residences will enhance its customer-focused approach, creating seamless, personalised journeys for homebuyers, owners, and investors at every touchpoint.

“This partnership started with one vision in our minds—delivering a customer-first approach across all touchpoints, ensuring that every encounter—from the first inquiry to long after move-in—is a delightful experience,” said Chad Sotelo, SVP and business unit general manager of RLC Residences and chief marketing officer of Robinsons Land. 

“This partnership with Salesforce and Appistoki brings us closer to our vision of creating homes and experiences that resonate deeply with today’s discerning homebuyers,” he added. 

RLC Residences will use Data Cloud to unify customer data in real time, enabling personalised experiences, real-time analytics, and data-driven actions. This integration will also power AI across all Salesforce applications, enhancing overall efficiency and personalisation.

This approach ensures seamless and memorable interactions at every stage, from inquiry to after-sales support. By anticipating needs and addressing pain points, RLC Residences enhances customer satisfaction and delivers a more personalised, efficient homeownership experience. This commitment to innovation positions the brand to meet the evolving needs of its customers.

Speaking on the partnership, Sujith Abraham, senior vice president and general manager at Salesforce ASEAN, stated, “RLC Residences is redefining the residential property market through elevating their customer experience with the power of the Salesforce Platform.” 

“RLC Residences is using our data meshing capability to unify their customer data across Salesforce and other data sources, through zero copy, to build a more unified view of their customer. This sets the foundation for personalised journeys at scale underpinned by AI. We look forward to a close partnership with RLC Residences on their customer-centric transformation journey,” Abraham further explained. 

“RLC Residences’ leadership team has a clear vision on how it wants to elevate the customer experience at every moment. Our firm has been fortunate to experience the amazing innovation in the Salesforce ecosystem with data cloud and AI. We are excited to play our part and see it take shape at RLC Residences. We look forward to making this initiative a landmark project in the industry,” Abhijeet Kulkarni, co-founder and CEO of Appistoki, added. 

This digital transformation will improve customer satisfaction, streamline operations, and cut costs. By automating processes and integrating data, RLC Residences expects faster service and stronger brand loyalty. With Salesforce’s technology, it is future-proofing operations to meet rising customer expectations and deliver greater value.

Australia – Scope3, a sustainability platform focused on decarbonising media and advertising, has secured $25m in new funding, led by Google Ventures (GV), to extend its efforts into the rapidly growing AI sector.

The new investment will help Scope3 continue to promote sustainability in the media and advertising industries while addressing the environmental impact the booming AI industry brings.

As the climate crisis intensifies, the rapid adoption of AI is generating substantial environmental impact, with training a single AI model consuming vast energy and emitting significant carbon. Companies are under pressure to deploy AI while meeting climate goals, often without clear solutions to control emissions. 

Amid rising concerns over AI’s long-term environmental impact, Scope3 is stepping in to help businesses balance sustainability with AI-driven innovation. The platform is now extending its proven methods for decarbonising the media and advertising supply chain to address the carbon footprint of AI.

“The most innovative companies in the world are considering sustainable AI practices that address environmental concerns while delivering real business value. Scope3 has the talent, technology, and expertise needed to decarbonise the media and advertising industry,” said Erik Nordlander, general partner at GV. 

“We’ve seen the impact Brian O’Kelley and the Scope3 team have had on the advertising and marketing supply chain, and we’re excited to double down on our investment based on the traction we’ve seen. We’re proud to deepen our partnership with Brian and support Scope3’s mission as we move toward a more sustainable future,” he added. 

Scope3’s funding round saw participation from existing investors Venrock, Room40 Ventures, and Craft Ventures, alongside new backers Aperiam Ventures and Virgo Strategic Investments.

Along with the funding, Scope3 also unveiled its open-source AI methodology, which tracks the environmental impact of the entire AI lifecycle. This tool helps companies develop data-driven strategies to reduce carbon footprints and optimise their AI investments.

Brian O’Kelley, co-founder and CEO of Scope3, explained, “AI and the media industry are soon going to be indistinguishable. The biggest AI players are monetising through advertising, just like the search giants before them, and every marketer is using AI to create the content that fuels their campaigns. That’s why extending our methodology to capture the climate impact of AI is imperative, both for our business and the industry as a whole.”

Since its 2021 launch, Scope3 has pioneered sustainable digital media, providing tools to help the media and advertising industries reduce carbon emissions without compromising ROI or business success. In fact, thousands of brands, including Coca-Cola, GM, Mastercard, and Sanofi, use Scope3 to decarbonise their media, avoiding nearly 3,000 metric tonnes of carbon emissions in 18 months. 

Australia – Australian companies are increasingly prioritising AI literacy, with 9 out of 10 organisations actively investing in developing this critical skill across their teams, a study by Seismic revealed. 

This trend is driven by the fact that 83% of go-to-market (GTM) leaders believe AI will revolutionise their industry within the next five years. Additionally, an impressive 91% of GTM leaders predict that integrating AI into their strategies will lead to a 21% revenue increase during the same period.

In response, companies are intensifying efforts to build AI literacy across their teams. Notably, Australian businesses are leading the charge, prioritising AI education more than their counterparts in the US, UK, France, and Germany.

The study found that a significant number of GTM leaders have already rolled out AI-focused training initiatives, with 77% targeting current employees and 76% extending these programs to new hires. Australian chief revenue and sales officers are particularly ahead, with 86% actively upskilling their existing workforce in AI competencies.

Additionally, most respondents have introduced custom AI training programs tailored to generational learning styles, underscoring that education will be as vital to success as the AI technology itself.

The rollout of AI-focused initiatives comes as GTM leaders plan to boost technology investments by nearly 20% by 2025, despite ongoing scepticism around AI. In fact, the study found that 94% of respondents identified AI advancements as a key driver of increased investment. This surge is largely fuelled by new AI features that provide deeper insights into ROI, with 87% citing the ability to clearly demonstrate the impact of enablement as a major factor behind this push.

However, despite growing interest in AI investment, adoption challenges remain. The study revealed that less than half (41%) of respondents cited financial constraints, likely influenced by current economic conditions, as a major barrier to implementing AI-powered solutions.

Generational differences in leadership also present significant challenges, with half of the respondents indicating that these disparities hinder efforts to secure buy-in for new technologies. Additionally, 50% noted that the term “AI” carries a stigma, causing nearly 43% to refrain from using it in official communications, even when AI solutions are being implemented.

Despite challenges, the study revealed a prevailing sense of optimism, with 88% of respondents anticipating greater acceptance of AI across all generations within the next five years. Furthermore, 69% expect this reliance on AI to continue growing over the coming year.

Romain Brun, director of business operations at CybelAngel, said, “This data certainly confirms the vision of enablement becoming a more strategic function. AI decreases time on tactical and time-consuming tasks for enablement professionals to focus more on being strategic partners for the business. With technology evolving and blending different functions of enablement, enablement investments are now seen by leadership as a comprehensive and strategic driver for results across the entire organisation.” 

“Enablement teams have become increasingly influential, driving strategic change and leveraging AI to optimise their processes and initiatives within their organisations—earning them a seat at the table with their GTM leadership and C-suite,” said Paige O’Neill, chief marketing officer at Seismic. 

“The data is clear: if businesses are not looking to enablement technology to shorten the buying cycle and keep pace with customer expectations, they will be left behind. Thriving in today’s dynamic market requires agility and adaptability, which enablement leaders are delivering in spades thanks to AI-powered technology like Seismic,” O’Neill added. 

Singapore – The use of generative artificial intelligence (AI) is among the top three business priorities for 87% of Singapore C-suite executives, new Salesforce research reveals.

According to a survey of 221 large business leaders in Singapore, 48% report employing a well-defined generative AI strategy in their businesses, while 47% have begun working on a generative AI strategy. The study suggests that companies that are not implementing AI may fall behind competitors. 

Key motivations for using generative AI strategies in their team include the companies’ goals to be perceived as up-to-date in technology adoption (43%), remaining competitive (42%), and ensuring innovative customer and employee experiences (42%).

The research reveals that generative AI is expected to have the most significant impact on information technology (40%), operations (33%), finance (29%), and customer service (28%).

However, C-suite executives also identified hindrances to adopting generative AI, including lack of accessibility, lack of skill-building, incomplete customer or company data to train AI, lack of governance, and inaccurate outputs from generative AI.

“As CEOs look at AI to deliver measurable value and remain competitive, their first step should be unifying their data. Every conversation I have with business leaders about AI inevitably comes back to data and overcoming silos to increase the impact and accuracy of AI. Without building a cohesive view of the customer, Generative AI initiatives will fall short,” Sujith Abraham, senior vice president and general manager of ASEAN at Salesforce, said.

“The good news is that it’s possible to bring your data together, efficiently, without actually moving it through innovations like zero-copy.  Innovations like this will differentiate each organisation’s ecosystem of autonomous agents, humans and AI and how well they drive customer success at scale,” Abraham added.

Singapore – As businesses continually search for innovative ways to connect with their customers, numerous applications and tools have emerged, promising to bridge the gap, foster meaningful relationships, drive conversions, and enhance brand visibility. However, even the most powerful tools can fall short if businesses fail to harness their full potential and leverage them effectively to truly connect and resonate with their audiences.

Building on its successful run last year, MARKETECH APAC is bringing its comprehensive workshop back to Singapore on 8 October to help businesses discover and unlock the full potential of WhatsApp marketing. 

Titled “WhatsApp Marketing Masterclass: Leveraging Proven Strategies for Effective Customer Engagement,” this exclusive 3-hour workshop will offer a deep dive into WhatsApp for Business, the dynamic platform that supports brands through every stage—from discovery and re-engagement to upselling and beyond.

The workshop aims to help marketers elevate their WhatsApp marketing strategies through the power of AI. It will cover how AI-powered tools can enhance customer engagement by automating support with chatbots, generating personalised messaging through AI-driven content, providing deeper insights with sentiment analysis, and optimising interactions using predictive analytics.

Merlvin Tan, regional director of Bird, will lead the session, offering practical insights and real-world experiences to help participants harness the full potential of WhatsApp for customer engagement and brand visibility. A special guest speaker will also provide the latest trends and advancements in WhatsApp marketing.

Teddy Cambosa, regional editor at MARKETECH APAC, commented, “Businesses can optimise WhatsApp marketing for better customer engagement by leveraging its direct, personal communication style to build genuine connections. By sending timely updates, personalised offers, and providing instant customer support, companies can create a more engaging and interactive experience, fostering trust and loyalty with their audience. We’re excited to welcome Bird back to impart actionable insights to marketers on how to use this messaging channel to their marketing advantage.”

WhatsApp Marketing Masterclass: Leveraging Proven Strategies for Effective Customer Engagement is made in partnership with the AI-powered customer relationship management (CRM) platform Bird. This workshop is free-to-attend for select brand marketers. Catch this workshop on 8 October 2024, at Capri by Fraser China Square by registering your interest HERE.

Singapore – SleekFlow, a Singapore-based provider of omnichannel conversational AI for customer engagement, has secured US$7m in a Series A+ funding round led by South Korean venture capital firm Atinum Investment, bringing its total funding to US$15 million.

The new funding round is expected to fast-track SleekFlow’s global expansion, targeting key markets in Southeast Asia, the Middle East, and Europe. The investment will also fuel advancements in AI technology, including enhanced analytics and the development of sophisticated marketing workflows, while expanding communication channels such as calls and emails to better serve its growing international customer base.

The investment round also saw participation from existing backers, including AEF Greater Bay Area Fund, managed by Gobi Partners GBA, and Transcend Capital Partners. Additionally, it attracted a new investor, Moses Tsang, a former general partner of Goldman Sachs Group and chairman of Goldman Sachs (Asia) LLC.

Peter Na, regional head of the Singapore Office and director of Atinum Investment, said, “Being at the front of the rapidly expanding global customer engagement market, SleekFlow meets the evolving needs of enterprise customers. SleekFlow’s localised approaches have expanded it beyond Asia, entering new markets in the Middle East and South America. We are fully committed to supporting its ongoing global expansion and are excited for the opportunities ahead.”

Looking ahead, SleekFlow plans to secure its Series B funding within the next 12 months as it continues to solidify its position. SleekFlow’s solutions have already made significant inroads across various industries, serving prominent clients such as Delonghi, Hilton Dubai, L’Occitane, Shangri-La, Hong Kong Broadband Network, Cellini, Khind, TOTO, 7-Eleven, Kimberly-Clark, Awfully Chocolate, and Audi.

Henson Tsai, founder and CEO of SleekFlow, shared, “Since the appointment of our Chief Technology Officer, Gao Lei, a Silicon Valley veteran, we have significantly increased our engineering efforts to be at the forefront of innovative tech and advanced AI. We are more ambitious than ever, with offerings underway for fully automated sales and support journeys in voice, calls, and emails, to deliver unparalleled value to our customers across industries like insurance, healthcare, telecom, service, and retail.”

India – As part of their ongoing platform for equal parenting, Britannia Milk Bikis has joined forces with Talented for their latest campaign, which empowers dads to use AI to generate heartfelt Tamil stories for children.

Conceptualised by Talented and brought to life by Web Dimension, ‘Adengappa Kadhaigal’ (loosely translated as “Wow! Stories”) is a GenAI-powered storytelling resource designed to help dads become better storytellers for their children. 

The campaign is inspired by the idea that “everything around you can tell a story,” and this unique platform utilises everyday household objects to enhance storytime experiences. By scanning any Britannia Milk Bikis pack, parents can generate stories in both English and Tamil. Each story includes prompts on how to use the scanned object as a prop to engage children in storytelling.

The campaign features a short film that showcases the new storytelling resource platform. It offers a fresh perspective on storytelling and redefines the role of dads as active caretakers.

Speaking on the initiative, Amit Doshi, CMO of Britannia Industries, said, “Britannia Milk Bikis has a deep-rooted relationship with the state of Tamil Nadu spanning decades. This campaign is a testament to our commitment to further the equal parenting discourse and play a part in enabling parents, aided by new-age technology. We’ve trained the AI model to recognise thousands of objects found in households to make stories more accessible.” 

Meanwhile, Samyu Murali, creative, and Balaji Padmanabhan, brand strategy at Talented, shared, “In a state where films are worshipped, they sometimes perpetuate a stereotypical image of moms—where dads are seen as the ‘fun’ parent and moms are relegated to the role of the disciplinarian. Advertising is trying to raise our children differently, starting with showing dads as equal parts storytellers.” 

Britannia Milk Bikis has long maintained a strong connection with Tamil Nadu. Campaigns such as “Britannia Milk Bikis Anaivarukkum,” which celebrates the region’s rich linguistic diversity and pride, and the “Britannia Milk Bikis Flashback Pack,” which honours the affectionate nicknames used in Tamil households, underscore this regional commitment.

Last year, the company also introduced its #GrowthNeedsBoth campaign, featuring Prithi Ashwin and her husband R. Ashwin, along with their two daughters. This campaign highlights the significance of collaborative parenting in fostering the holistic growth and development of a child.