Tag: Artificial Intelligence

Artificial intelligence. It’s been the hot topic for the last two years since generative AI exploded into the mainstream. And to be honest, it isn’t going anywhere. There has been lots of chatter about how the technology will revolutionise our lives and in 2025, I believe this is when we will truly see some game-changing innovation with AI that moves beyond just productivity.

From becoming your personal assistant to the evolution of generated content and the emergence of artificial general intelligence (AGI), these are the next big trends in AI we can expect to see over the coming year and beyond.

The year of the AI agent

AI agents have been popping up throughout 2024. For those who might have missed them or are unsure what an ‘AI agent’ is, it is basically an autonomous intelligent system performing specific tasks with minimal to no human intervention. Their purpose is ultimately to automate those mundane and time consuming tasks, usually with the ability to complete them instantaneously.

Not only will they become your very own personal assistant, but they will also increasingly assist in customer support roles. Speaking to Bloomberg recently, Sequoia Capital’s Konstantine Buhler noted not only will 2025 become the year of the AI agent but we will also begin to see them working together in swarms and networks. 

Significant cloud infrastructure is currently being developed to support voice-to-voice AI agents across various scenarios. So expect to see more of them used for customer service, development, language translation and in gaming and entertainment.

The next evolution of content creation

AI generated content is going nowhere in 2025 – it is only set to become more prolific across all mediums. Beyond just text and image, we will see video and audio generation technology continue to evolve, improving quality and consistency. 

Generative 3D content will also gain more traction. Unlike generative text, image, and video content, AI-generated 3D has seen less development, though it’s crucial for immersive social experiences. Innovations like Gaussian splatting – an advanced form of photogrammetry – and generative 3D are set to break new ground.

Additionally, with the pressures to be constantly creating and appearing in content, it’s likely we will see influencers and content creators leverage generative AI tools to produce videos, images, and other content. The success of new tools, like NotebookLM, allow creators to be replaced or augmented by multimodal AIs capable of replicating their likeness.

This is all, of course, a double-edged sword with concerns around deepfakes, impersonations and breach of copyright remaining front and centre. For these reasons, mainstream video and audio generators will face increased scrutiny regarding their training datasets. Companies like Suno, currently facing legal action from the Recording Industry Association of America (RIAA), and Runway, which reportedly trained on thousands of YouTube videos, are already being examined. 

On the flip side, Adobe has been setting the standard to avoid such issues. Its generative AI tool Adobe Firefly takes a cautious approach by using only licensed material. This shift will eventually provide clarity and establish a framework for brands to safely use generative technologies.

Beyond the LLM

The evolution of large language models (LLMs) has started to plateau, highlighting the need for new technologies and methodologies to push further advancements and work towards AGI. Although AGI is not necessary for practical AI applications, it remains a significant milestone.

AGI is when the technology will be able to perform tasks that it is not necessarily trained or developed for. AI as we know it is usually trained on set parameters, whereas AGI will be able to train itself beyond these parameters and learn new skills autonomously. 

The concept sounds very Black Mirror – and for now, it still is very much a theoretical concept. However, given the rapid pace of AI development, unless we face another AI winter, it might not be too far away.

As a techno-optimist, I believe that AI will bring some of its most exciting developments yet in 2025. However, much work remains in areas like education, informed regulation, and the development of mechanisms and methodologies to ensure this powerful technology is used responsibly and not for malicious purposes. If we get this right, AI will unlock exciting possibilities for both businesses and consumers.

This thought leadership is written by Manolis Perrakis, Innovation Director at We Are Social Singapore

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT in Marketing 2025, a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for 2025 and beyond.

Explaining to marketers that artificial intelligence (AI) is transforming the way they execute marketing campaigns and how they interact with customers is an unnecessary endeavour. Pretty much every industry has either already widely adopted the technology, or is in the process of weaving it into its current technology stack. 

The question we should endeavour to ask, though, is how marketers can make the most of AI, and what they should prepare for as 2025 is fast approaching. 

A significant area of interest is AI-generated content. It offers immense value both from an efficiency and customer engagement perspective, but also raises concerns:  how much can we give to AI? What is the place of us humans, particularly marketers in the equation? How to ensure accuracy and an ethical use of AI? 

These considerations will be crucial as marketing strategies and technology investments for 2025 take shape.

What’s Next in AI-Generated Content 

Thanks to AI, we have really entered an era where content is king. Tools, driven by AI, not only enhance content creation but are also changing how content is delivered. 

The last decade saw marketers focus on using data-driven technologies to improve personalisation. What we are now entering is an era of AI-driven hyper-personalisation, where customer experiences are tailored to individual preferences using vast amounts of data.

By harnessing AI, marketers can understand individual preferences, behaviours and context. They can recommend tailored products, predict customer needs and automate responses. Those seamless, hyper-personalised experiences are what will keep customers coming back and engaging more with their favourite brands. 

Four Ways AI Will Impact Content for Marketers

  1. Deeper personalisation at scale, tailored to each user – Еxamples of this include customised homepage content based on past purchases and browsing history, product recommendations matching user profiles, personalised search results ranked by relevance to the individual, email and push notification content tailored to past responses, chatbots providing personalised answers based on context, and next best action recommendations to enhance the customer journey.
  1. Faster, smarter content creation, localisation and omnichannel publishing – AI is an incredibly handy tool for automating content generation, including suggesting topics and headlines, rewriting content for different formats, or writing full articles using natural language generation (NLG). More and more, this will also apply to images and video assets, which can help marketers provide even richer content. The latest tools can also advise on when to publish, and which channels make the most sense based on trends, behaviour and competitors.
  1. More relevant search results and chatbot interactions – By implementing natural language processing and voice search, marketers can allow customers to find information in an intuitive, conversational way. Voice search is the next big thing to come out of AI, allowing users to speak their search queries out loud, which will create a more human-like search experiences, leading to higher satisfaction and engagement.
  1. Actionable analytics to guide better content decisions – Мore and more, AI will help optimise content for better performance by analysing and providing recommendations for titles, descriptions, keywords and other elements. This will ultimately also help improve search engine rankings. AI can also identify areas that need improvement before publishing, while NLP techniques can help analyse user-generated content (comments, social media discussions, feedback) to understand sentiments and preferences. 

Governance and human oversight: three tips for a sustainable use of AI

The increasing use of AI demands greater responsibility. While AI tools can enhance user engagement and efficiency, careful governance and human oversight are crucial as the technology rapidly evolves.

  1. Avoiding AI hallucinations – Retrieval Augmented Generation (RAG) combines GenAI with detailed, relevant data to deliver accurate, reliable and useful insights. RAG is a technology that provides much needed context and insight to decrease the chances of hallucinations, improve accuracy and reduce costs. 
  1. Maintaining messaging and brand control – Using AI algorithms that generate content based on that data can result in messaging that doesn’t align with a brand’s values, personality or voice. Establishing clear guidelines and implementing review processes can ensure consistent messaging that reflects the brand’s values. It could be done by developing specific rules for the types of content that can be generated, or defining the boundaries for AI-generated content usage.
  1. Ethical and legal implications – AI-generated content may be susceptible to bias or discrimination, especially in sensitive industries like healthcare or finance where accuracy and transparency are critical. Marketers need to collaborate with legal and regulatory experts so they can develop guidelines that guarantee that their use of AI complies with relevant laws and regulations, and avoid potential legal issues. 

2025 has the potential to be an incredible year for marketers who understand the potential of AI, and how to use the technology effectively. However, they need to remember that AI is not a magic wand. It requires thoughtful planning, robust data infrastructure and ethical considerations. 

This thought leadership is written by Jay Sanderson, Senior Principal Customer Architect at Progress

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT in Marketing 2024-2025, a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

As we approach 2025, several key trends are poised to significantly affect the advertising industry. It is undeniable that ongoing advancements in advertising technologies such as personalised connected TV (CTV) and Free Ad-supported streaming TV services, as well as rapidly evolving AI technologies will influence advertiser strategies moving forward. 

The following insights shed light on the key trends likely to make an impact on the marketing and advertising sector in 2025.

Putting Data Front and Centre 

Data is becoming the cornerstone of advertising strategies as brands move beyond traditional methods like third-party cookies to build more robust and sustainable first-party data ecosystems. Nexxen’s Head of Client Success, Tanja Williams, explains that advertisers are increasingly investing in advanced data solutions to drive precise targeting, measure ROI, and personalise consumer experiences. 

“We’re seeing advertisers focus on developing their first-party data as they look for ways to reduce their reliance on cookies,” she explains. “This shift is empowering brands to own their data strategies, create direct connections with their consumers and better tailor their messaging.” 

The acceleration of subscription video-on-demand (SVOD) platforms and Free Ad-Supported Streaming TV (FAST) channels are reshaping the TV landscape. The arrival of VOZ Trading and Streaming, plus initiatives like Foxtel’s Video Futures Collective further adds to the momentum, creating new opportunities but complexities for advertisers. Automatic Content Recognition (ACR) data is emerging as a key data source to navigate the complexities of this fragmented media landscape. 

“Advertisers are increasingly seeing the value of ACR data to bridge the gap between streaming and linear TV,” Williams notes. “By providing real-time insights into what content and ads are being consumed/viewed and where, ACR allows brands to identify overlapping audiences, tailor messaging across screens and ensure they’re reaching the right viewers.” 

FAST channels, which continue to grow rapidly, highlight the importance of leveraging planning and measurement tools powered by ACR data. “FAST channels are not just cost-effective, they also offer niche and highly engaging content,” she notes. “ACR data enables advertisers to optimise campaigns in this space by unlocking insights into viewing habits and delivering personalised ads that resonate across platforms.” 

She also highlights how data analytics and cross-screen measurement tools are enabling advertisers to measure the effectiveness of their investments more accurately. “Advertisers are leveraging programmatic technology and converged insights to engage audiences in a fragmented media environment,” she says. “With advanced attribution modelling, exclusive data sets like ACR and the ability to measure across screens, brands can make data-informed decisions that maximise campaign performance and ROI.” 

AI Opportunity 

As we move further into an era of AI-driven advertising and data analytics, Jay Kim, Director of Analytics & Platform Solutions in APAC at Nexxen, discusses the benefits organisations can gain by embracing AI and integrating it with advanced data and analytics tools. 

“Continuing to integrate AI into data analytics tools is going to be a major way to strengthen those solutions, enabling deeper insights and faster, more accurate predictions,” he says. 

“By providing predictive insights from real-time data, we’ll be able to help advertisers optimise their campaigns and anticipate trends even more effectively, empowering them to adapt strategies quickly and thus maximise ROI.” 

Kim adds that as AI becomes more deeply embedded in data workflows, organisations will need to carefully balance innovation with ethical considerations. 

“As this technology evolves, it will be critical to ensure the data used to train AI models is representative of diverse demographic groups and its AI systems are regularly audited to ensure biases are quickly identified and corrected.” 

Engaging the Next Generation of Audiences 

With Gen Z and Millennials increasingly shaping consumer trends, Nexxen’s Senior Sales Director for Southeast Asia, Amresh Kumar, explains how advertisers can adapt their strategies to resonate with these demographics in 2025. 

“As has been made clear in recent years, brands taking a position on contentious social issues can backfire. Even younger consumers will react poorly if an advertiser is perceived to be engaging in insincere ‘wokewashing’ in an attempt to pander to socially conscious demographics,” he says. 

“Values such as authenticity and transparency appeal to both younger and older generations, so advertisers may like to try doubling down on those things.” 

Kumar adds that brands are expected to leverage new technology, interactive experiences and high-quality content to captivate younger audiences. 

“When it comes to grabbing and holding the attention of younger, digitally native audiences, businesses are now in a CX arms race. In the past, there has been a focus on gamification, and that will likely continue, but I also predict there will be increased interest in things like interactive video content and possibly AR and VR.” 

“Technology may advance and attention spans may shorten, but humans will always be attracted to narratives with which they can emotionally connect. The form of the brand experience – experiential marketing, influencer content, micro-content – isn’t as important as its function, which should be to forge or deepen an emotional connection between the brand and the consumer.

“With modern insights tools like Nexxen Discovery, advertisers can analyse content engagement and user behaviours across digital and social. These solutions will be critical at engaging the next generation of audiences,” he concludes. 

Retail Media is Set to Bloom 

Retail media – the advertising of brands not just on retail shelves but across websites, apps, in-store screens and other digital properties – is set to see major growth, according to Janice Chan, VP Platform & Client Service, APAC. Retail media enables advertisers to connect with shoppers at pivotal moments in their buying journey, driving higher engagement and sales. 

PwC estimates the retail media category in Australia will hit $2.6 billion by 2026. “Major Australian retailers are already making significant moves in this space, together with the acceleration of DOOH (in-store digital screens and shopping malls) and the growth of e-commerce,” says Chan. 

Retail media is also expanding beyond traditional retailers. “We’re seeing financial services launch media networks, which will allow advertisers to reach customers through their physical and digital channels (branches, ATMs, publications and digital platforms), using de-identified transaction data to help with targeting,” she adds. 

As retail media continues to expand in Australia, Chan says advertisers are benefiting from improved engagement and precise targeting in a contextual and timely manner, resulting in higher sales return. 

“Apart from ad space and inventory opportunities, retailers’ first- party data plays a key role in providing insights and measurement for brands to better tailor their ads, target new shopping audiences, and measure the campaign effectiveness,” she says.

Chan adds that retail media has been activated programmatically in various forms, and more standardised full-funnel capabilities will continue to be built out. The standard for measurement and metrics will also need to advance alongside industry growth and in consideration with the evolving privacy laws in Australia. 

“We expect to see a lot of innovation and growth in the retail media space, as retailers and brands connect their data to expand and energise their marketing strategies,” she concludes. 

Singapore – Digital travel platform Agoda has launched a generative AI (GenAI) film promoting the beauty of global exploration. 

Echoing Agoda’s aim to bridge the world through travel, the campaign also celebrates cultural diversity and human connections gained from travelling.

Titled ‘Leo’s Magical Travel Adventures,’ the short film follows the journey of Leo across countries. From Guangzhou in China, Rotorua in New Zealand, and Ayutthaya in Thailand, Leo finds himself in Udaipur, India. In each stop, he gains knowledge of the different cultures.

The film builds on Agoda’s book titled ‘Maya and the Secret World of Agoda,’ also made using AI.

Among the tools used for the short film production are OpenAI’s ChatGPT 4.0 and Midjourney v6.1, supervised by Agoda’s marketing, legal, and translation teams.

The short film is available for viewing at Agoda’s YouTube channel.

“AI is rewriting the rules of creativity. This AI project wants to inspire both kids and adults to dream big with travel, while celebrating Asia Pacific’s incredible diversity and the joy of exploration,” Matteo Frigerio, chief marketing officer at Agoda, said.

“At Agoda, our purpose is to bridge the world through travel. Travel helps people enjoy, learn, and experience the amazing world we share. Using cutting-edge AI tools to tell this story was as exciting as it was meaningful,” Frigerio added.

In today’s competitive environment, it’s critical brands adapt to the rapidly changing digital landscape, leveraging data-driven and results-focused strategies to stay ahead. Heading into 2025, leading Melbourne digital marketing performance agency Impressive’s team of experts has shared key insights into the shifts they predict will shape the digital marketing industry, with innovative approaches set to drive smarter, more targeted growth for businesses. 

Robert Tadros – Impressive’s Founder & CEO: “As we move into 2025, more and more brands will need to adopt a ’work smarter, not harder’ approach to stay competitive. The digital landscape is evolving rapidly, and large retail and eCommerce platforms must embrace programmatic SEO as a key solution to streamline and automate traditionally labour-intensive processes. 

As an example, our Skailed platform was purposefully designed to effectively transform months of meticulous work into a fraction of the time, enabling brands to optimise thousands of pages with minimal manual intervention. By leveraging data-driven automation, companies can better meet customer demand, stay agile in a crowded market, and drive sustainable growth without overextending their resources.”

Sam Makwana – Head Of SEO: “My SEO prediction for 2025 is that keyword value will matter more than volume. For a long time, SEO agencies and in-house SEO teams have focused on organic traffic growth as a main measure of success. However, this often doesn’t consider whether the visitors are at the top or bottom of the sales funnel. As a result, even if organic traffic goes up, conversions or revenue often stay the same.

At Impressive, we’ve always valued traffic quality over quantity. That’s why our main goal is to drive traffic to high-value landing pages. With Generative AI now part of Google in Australia, we expect a major drop in top-of-the-funnel, volume-focused queries, as Google will deliver many answers directly on the search results page. Instead, the focus will shift to value-based traffic, and SEO teams who know how to attract this kind of traffic will lead the way.”

Nicholas Simonsen – Head Of Content: “AI has taken the digital world by storm over the last few years, and as a result, I have found that everyone is starting to sound the same, no matter the industry in question. Don’t get me wrong, ChatGPT and AI, in general, have changed the game in so many ways, but it’s reached a point now where I can pinpoint ‘ChatGPTisms’ in the first sentence or two of website copy. It all sounds so lifeless and generic.

Heading into 2025, I think we’ll see brands refocus on human content and on fostering that human connection between brand and consumer. With the market so saturated and spending down across the board, buyers wanted to feel connected to their favourite brands, so let’s make sure we’re giving it to them.”

Jasmine Allen – Head Of Performance: “The rise of online e-commerce marketplaces will continue to shape the future of retail, creating an environment where shopping is even more seamlessly integrated into social apps and digital platforms, allowing users to browse, compare, and complete purchases without ever leaving their preferred sites. 

This shift will continue to make the buying process more efficient and appealing. We’ve already seen major players such as Amazon continue to dominate in Western markets, while marketplaces like Shopee and Lazada continue to lead across Asia, each capturing significant market share.

As these platforms evolve, they continue refining search functionality and user experience, making it easier for shoppers to find exactly what they’re looking for at the lowest price. However, this convenience will continue to present new challenges for retailers housing non-exclusive brands, especially those relying on paid ads to maintain visibility. With intense competition from established marketplace giants, a more strategic approach is essential for these brands to stand out. To navigate this crowded digital landscape, tailored, data-driven strategies are crucial to ensure marketing efficiency and to be able to maximise return on investment amidst increasingly dominant platforms.”

Ready to Future-Proof Your Marketing Strategy?

These insights underscore Impressive’s commitment to helping brands stay agile and competitive. As 2025 approaches, Impressive is ready to help businesses navigate these transformative trends, offering expertise and forward-thinking strategies to achieve sustainable growth.

Kuala Lumpur, Malaysia – With the launch of the Astro Originals series ‘Project; Exit’, Talon Creative has collaborated with Astro to create an AI-powered initiative that aims to empower and provide support for those in need via positive social media engagement. 

Bringing together the power of generative AI, the stars of ‘Project; Exit’ and Astro’s social media presence, Talon created a way for Mierul Aiman and Shasha Abedul to give moral support to those in need directly on social media.

To achieve this, a social listening system identified posts expressing sadness, frustration, and anxiety. By leveraging proprietary AI technology trained on the cast members’ voice recordings and footage, we are able to generate custom responses that mimic their style and tone. These personalised messages aimed to provide support and encouragement to those in need. 

With up to 50 responses a day, the initiative created a meaningful impact, allowing social media users to see that they were not alone. This resulted in #ProjectExit 2-episode drop accumulating a total of 3.2k mentions, contributed by 1.2k authors, to date. 

The AI initiative attracted praises from netizens as Hadi and Jannah comforted those in need with personalised words of encouragement. Influencers were also seen interacting with the AI, reacting in surprise that AI could be leveraged for the good of mental health awareness. Moreover, all of this resulted in an outpouring of netizens speaking about their battles and the battles of those close to them. 

Tai Kam Leong, chief sales and marketing officer at Astro, said, “We’re excited to introduce this new initiative to support Project; Exit which uses A.I. in a relevant way to foster positive social interactions. We believe that content can go beyond the screen and it can have an uplifting effect on people’s lives. By leveraging the crossroads of content, celebrity and technology, we hope to inspire young audiences and support the community at large.”

Meanwhile, Gavin Teoh, managing director at Talon Creative, commented, “Project; Exit addresses some tough issues that many Malaysians are facing and we saw an opportunity to go beyond just telling stories and actually reach out to the audience to show that they were not alone.”

London, United Kingdom – Global digital agency DEPT has announced its new partnership with Shopify to unlock tomorrow’s commerce possibilities for today’s most pioneering companies. This new partnership will combine DEPT’s tech expertise with Shopify’s essential internet infrastructure for commerce to offer its clients an integrated solution that leverages technology and AI to support their business growth.

By combining DEPT’s unique blend of technology and marketing services with Shopify’s scalable platform, this partnership enables brands to thrive by supporting the entire digital customer journey—from awareness and acquisition to platform design and backend integration. 

The DEPT agency has the capabilities and award-winning industry recognition to support a variety of clients, internationally and locally, boasting a proven track record with successful digital transformation experiences including for international brands like Diageo, Meyer, Pit Viper, and Cowboy Bikes.

The agency remarked that in today’s complex digital environment, brands face the ‘multi/multi/multi challenge’—managing multiple brands, expanding into multiple markets, and engaging customers across multiple channels. 

These challenges can stifle growth, especially as businesses strive to deliver personalized, seamless experiences while adapting to new technologies like AI. Without an integrated strategy and the full capabilities to execute, brands risk falling behind in a landscape where speed and adaptability are crucial,” DEPT said in a press statement.

The DEPT and Shopify partnership is designed to tackle these complexities head-on, enabling companies to scale globally while maintaining local relevance​.

With over 125 Shopify experts, DEPT leverages its AI innovation accelerator and advanced AI tools such as Shopify’s growing suite of AI-powered tools to enhance personalization, optimise operations, and streamline omnichannel commerce. This fully integrated approach empowers enterprises to scale across regions and markets while maintaining local relevance, allowing brands to grow their commerce business from a single, unified platform.

Ritu Khanna, vice president of partnerships at Shopify, remarked, “Our global partnership with DEPT empowers brands worldwide, enabling them to seamlessly harness Shopify’s innovative commerce technology alongside DEPT’s AI-driven digital solutions to drive growth. As a leading commerce platform for brands of all sizes, Shopify is strategically positioned to deliver advanced, unified commerce solutions that support DEPT’s clients in expanding their global reach.”

Meanwhile, Andrew Dimitriou, chief client and growth officer at DEPT, commented, “This partnership unlocks possibilities to deliver unparalleled value to our clients. By integrating our commerce capabilities with Shopify’s scalable platform, we’re equipping brands to tackle the complexities of multi-brand, multi-market, and multi-channel engagement. Together, we’re not just providing tools but creating tailored commerce solutions that empower businesses and drive growth for ambitious brands.”

Singapore – Coca-Cola ASEAN and South Pacific has announced a range of engaging consumer experiences by merging human storytelling with technological innovation. These experiences are built on the brand’s last year’s message ‘The World Needs More Santas’, with Coca-Cola continuing to celebrate the spirit of Santa Claus within each of us this Christmas.

This season, Coca-Cola unveils a new festive digital AI experience, enabling people to engage in heartwarming conversations with Santa Claus to create a personalised, shareable snow globe animation, based on a personal memory. The digital snow globe serves as a virtual gift to share with someone as an act of kindness. 

Accessible through scanning the QR code on a Christmas bottle or can of Coca-Cola, the Create Real MagicTM Experience uses multi-modal AI including 3D avatar generation, GenAI-enabled real-time conversation, image generation to create a highly unique and personal experience for each user.

In addition to facilitating online connections, Coca-Cola has curated a series of enchanting live consumer experiences in Manila, Philippines (30th November) and New Zealand (30th November in Christchurch and 14th December in Auckland). Each event promises to ignite the magic of the season and celebrate the spirit of togetherness that comes from sharing these unforgettable experiences.

In the Philippines, this festive season is marked by the return of its iconic Coca-Cola Christmas Caravan, bringing festive cheer and kindness-led experiences to communities across the Philippines. The Coca-Cola Christmas Truck Tour, which started on September 1 and will last until December, is a showcase of the holiday spirit as communities come together through heartwarming moments and festive fun. 

To elevate the experiences this year, Coca-Cola is going bigger than ever and will paint the Philippine sky with a breathtaking display of over 1300 drones on November 30. This isn’t just a show of technological prowess; it is a captivating story woven in lights, celebrating the unique traditions that make Filipino Christmas so special where the iconic parol lanterns come alive against the night sky in a vibrant tapestry of colours and families gather for traditional feasts, reimagined under a dazzling celestial display.

Meanwhile, the iconic Coca-Cola Christmas in the Park in New Zealand is marking a major milestone—celebrating 30 years of bringing festive cheer to the nation. As New Zealand’s largest free annual entertainment spectacular and dubbed “the nation’s favourite Christmas party”, this beloved celebration offers an unforgettable evening of world-class entertainment including performances by singer-songwriter Georgia Lines, Persian-Kiwi rapper CHAII, DJ double-act Sweet Mix Kids, and hip-hop legend Che Fu and jaw-dropping fireworks.

Teejae Sonza, senior marketing director for Coca-Cola Trademark, Coca-Cola ASEAN & South Pacific Operating Unit, said, “This Christmas, our aim is to make kindness travel even further. We believe in the power of connection to create a brighter world. This Christmas, we want to help spread kindness to all four corners of the globe and remind each other that the real magic of the season is found in human connection.”

Prompt, a creative marketing agency which is part of global full-service digital partner Lizard Global, has recently made its way to Malaysia in a bid to service new clients in the country. Prompt is founded by Gabb Agapito as chief executive officer, Halina Santiago as chief creative officer, and Rocio Abanes as chief client officer.

Agapito brings over 15 years of experience spanning diverse categories from consumer care and pharma to fintech, telco, and sports; working with brands such as  McDonald’s, Coca-Cola, and Nestle. Meanwhile,  Santiago has more than 20 years of experience in the field of advertising and design. Lastly, Abanes boasts more than a decade of experience in strategic account management along with a profound understanding of the media and marketing landscape.

For Prompt, their objective as an agency is to help businesses implement, strengthen and refresh their digital marketing channels in their pursuit of growth.

In an exclusive interview with MARKETECH APAC, Agapito shares his insights on what makes Prompt’s offering unique across other budding agencies in Southeast Asia, as well as his outlook on the future of creative marketing in the region.

“To start and initiate” at the core of Prompt’s DNA

To begin with, Prompt–by its very basic definition–means to start or initiate an action. And for those at the Prompt agency, actions for creative marketing solutions is at the core of their DNA. 

Agapito explains that what sets them apart from the typical agency is that they stand to integrate content and commerce strategies in driving the growth of their partner clients.

“We leverage creativity as the currency to ensure that our clients not only stand out but also thrive, and while utilising the power of various commerce strategies to drive business growth,” he stated.

Of course, part of that growth is utilising artificial intelligence (AI), which according to Agapito, has seen increased adoption especially in Southeast Asia due to factors such as having a young and digitally-savvy population, government support, and business engagement. Moreover, AI-related queries have reportedly increased 11 times and about one-third of businesses in the region have already adopted AI principles–higher compared to more developed countries.

“As an agency established recently, Prompt has an ambitious vision to embrace this technology, strengthening our clients’ digital marketing channels and pushing the boundaries of creative marketing,” he said.

He also stressed the importance of Prompt being co-founded by Lizard Global, whose expertise lies in developing custom applications and software, e-commerce infrastructure, and digital experiences for leading brands over the past 12 years.

“With Lizard Global, we have direct access to highly talented developers who could build AI systems and enhance commerce strategies of our clients. There are not many marketing agencies in the region who have in-house to software engineers, and we want to take the lead here–positioning Prompt to leverage this competitive advantage effectively,” he added.

Using AI and content strategies to push creative ideas forward

Going back to the discussion on AI, Agapito notes that while AI is such a buzzword in the industry, adoption amongst creative agencies in Southeast Asia has increased significantly, especially in Singapore where 89% claimed to use generative AI for creating content. He has stressed that although AI will never replace human creativity, he believes it is a powerful tool to enhance innovation and elevate marketing campaigns.

“We have already adopted AI for creative and media purposes, and the results have been positive. With the right prompts, this technology is something we should continue to embrace,” he stated.

Agapito also added that content will remain king in the region, specifically high-quality, relevant, and engaging content–which is crucial for driving success in marketing. He also added that crafting content that resonates with the target audience can aid in effectively communicating the brand’s message. Given how consumers are swamped with information nowadays, standing out with exceptional content is more important than ever.

“Within the space of content, we have seen how the approaches to video have evolved—from thematic, to bumpers, to shorts, to creator reels, to livestream shopping, and many more. Video is here to stay. I have seen how my past clients grew their ROI by 3 to 5 times with video over the years. And now in Southeast Asia, we see the impressive growth of video being an integral part of the consumer shopping journey,” he stated.

Adapt quickly and deliver customised solutions

Agapito is no stranger to marketing, as he was most recently the business director for OMD Malaysia for four years, and had also served as client lead for GroupM Malaysia as well. Looking back, he says that working in large agencies is definitely a privilege, offering opportunities to collaborate with different industries, brands, and teams across the globe.

Moreover, he stated that his recent experiences provided him with the space and tools to test and learn various strategies and innovations.

“It’s a vast playground for exploring different frameworks, marketing principles, and ways of working, which I consider valuable as I move forward in this new venture,” he said.

He also recognised that working with large agencies also comes with its own challenges, including being ready to wear different hats and adapt to different work cultures, as well as efficiency and effectiveness always being expected from your end. Nonetheless, he believes that all of these skills he learned will be able to be implemented to Prompt’s clients.

“My plan is definitely to bring what makes these large companies effective to our clients at Prompt, without the premium cost of a large organisation. As a small agency, we have the advantage of being nimble and less bureaucratic, allowing us to adapt quickly and deliver customised solutions tailored to each client’s unique needs,” he said.

One of Prompt’s recent local work was with Malaysia’s first padel and social club, ASCARO alongside with the co-creation of REDLINE, Malaysia’s newest gamified functional fitness event. Outside the region, Prompt has also rebranded TNS, a leading chain of clinics in Cyprus, and has helped launch a conscious beauty platform in Qatar. 

Balancing use of technology and humanised content

When asked on challenges faced by marketers in SEA in terms of creative and commerce marketing, he stated that it involves between authenticity and quality of work. He stated that while AI offers opportunities to increase efficiency and enhance decision-making, it also blurs the line between what is authentic and what is not in terms of creative output.

“I guess the challenges here would be the readiness of some to adopt the technology, striking a balance with humanised content, and measuring effectiveness of the creative output,” he said.

He also added how AI is transforming the pricing structures of software-related products. For example, instead of a traditional seat-based model, some products now charge based on results delivered, which can be expensive as the volume increases. Moreover, some marketers can be stuck on what matters commercially in the short and long term.

Lastly, he says investing in experience and training, such as design education, is essential and must not be overlooked. For him, while it is tempting to join the trend of using AI due to its appeal and the belief that anyone can produce the output, creative expertise is still necessary. 

“An eye for creativity and a level of maturity are needed to craft the right prompts for desired outcomes. Educating clients about this necessity and justifying creative headcount can be challenging at times,” he added.

Using videos as a tool of showcasing creativity

Agapito emphasises the importance of videos in enhancing the customer journey, highlighting their role in building awareness, interest, loyalty, and advocacy.

“We are seekers and creators of experience, and there is no better way to showcase this than through videos. Seeing how it fuels different stages of customer journey, videos will continue to thrive—from the initial stage of generating awareness and interest, to fostering long-term loyalty and advocacy. We envision ourselves helping brands produce compelling content to contribute to their success,” he explained.

His perspective also suggests that marketing through engineering is set to gain prominence, particularly in the AI era. By leveraging AI, businesses can offer substantial value early in the customer journey, such as through intelligent digital tools that aid in crafting brand briefs or engaging potential clients emotionally via gamification.

“Additionally, as more consumers adopt virtual assistants for purchasing decisions, there is increased importance in developing effective APIs that can communicate with AI to provide relevant information to potential and current customers. Through our partnership with Lizard Global, we have access to highly talented developers in this field who can create robust APIs and build engineering-driven marketing methodologies for our clients,” he concluded.

India – Only 18% of organisations in India are fully prepared to deploy and leverage AI-powered technologies, marking a decline from 26% a year ago, a report from Cisco revealed. 

The report found that all companies in India have increased urgency to deploy AI, driven mainly by CEOs and leadership teams. Additionally, 57% of companies are allocating 10% to 30% of their IT budgets to AI deployments.

Despite significant AI investments in areas like cybersecurity, IT infrastructure, and data analytics, many companies report that the returns are falling short of expectations.

According to the findings of the report, there is a decline in AI readiness across all pillars, with infrastructure identified as a key pain point, particularly in compute, data centre performance, and cybersecurity.

Only 21% of organisations have the necessary GPUs to meet current and future AI demands, while 36% have the capabilities to secure data in AI models with end-to-end encryption, security audits, continuous monitoring, and real-time threat response.

Despite prioritising AI investments, companies in India are also reporting underwhelming results. AI spending over the past year focused on cybersecurity (47% at advanced deployment), data analysis (44%), and data management (42%). However, half of respondents reported either no gains or returns falling short of expectations in enhancing, automating, or optimising operations.

With time pressing, Indian businesses are ramping up efforts and investments to embrace AI transformation. According to the report, 39% plan to allocate over 40% of their IT budgets to AI in the next 4–5 years, up from just 7% today.

Companies further recognise the need to strengthen AI readiness, with 55% in India prioritising scalability, flexibility, and manageability in IT infrastructure—highlighting key gaps that must be addressed for effective AI adoption.

“As companies accelerate their AI journeys, it’s critical they adopt a comprehensive approach to implementation and connect the dots to link AI ambition with readiness,” said Dave West, president for APJC at Cisco. 

“This year’s AI Readiness Index reveals that to fully leverage the potential of AI, companies need a modern digital infrastructure capable of meeting evolving power needs and network latency requirements from growing AI workloads. This must be supported with the right visibility to achieve their business objectives,” West added. 

Despite challenges unique to each pillar, the report highlights a common issue: a shortage of skilled talent. Companies identified this as the top challenge across infrastructure, data, and governance, underscoring the vital need for professionals to lead AI initiatives.

Anupam Trehan, VP of people and communities APJC at Cisco, said, “As the race to adopt AI picks up pace, talent will be a key differentiator for companies. There is already a shortage of skilled talent across various aspects of AI. This means companies will need to invest in their existing talent pool to meet the growing demand. At the same time, it is crucial that all stakeholders—the private and public sectors, educational institutions, and governments—work together to develop local talent so that the entire ecosystem can benefit from the immense potential that AI offers.”