Tag: Artificial Intelligence

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.”

Singapore—The latest ‘e-Conomy SEA report’ from Google, Temasek, and Bain & Company has been recently released and highlights that in 2024, the digital economy will reach $263b in Gross Merchandise Value (GMV), a 15% increase over last year. Revenues have also grown 14% and are projected to reach $89b in 2024. The report suggests that the digital economy can achieve both profitability and growth in tandem, marking a significant step towards achieving sustainable economic value.

Why SEA is primed for AI-powered acceleration

Southeast Asia is quickly becoming a global center for AI innovation and adoption. With substantial investments in AI infrastructure and a dynamic ecosystem of startups and developers, the region is on track to harness AI’s transformative potential across a wide range of industries. 

In the first half of 2024 alone, SEA attracted over $30b in AI infrastructure investments. Additionally, consumer interest in AI solutions is surging, with AI-related searches increasing 11-fold in the past four years. The region’s young, growing population, high levels of digital literacy, and widespread smartphone usage make it an ideal market for AI-powered products and services. 

From AI-driven travel planners to generative AI-based fraud detection, AI is delivering value across SEA’s digital economy, with applications spanning various industries. Pro-innovation policies that encourage AI growth and responsible governance will further expand opportunities within the region’s digital economy.

From transport, e-commerce, and online travel–these are the sector redefining SEA’s digital economy

After years of investment and development, leading players in the region’s digital economy are now progressing toward profitability while maintaining strong double-digit growth in both gross merchandise value (GMV) and revenue. Continued growth is expected to be driven by deeper digital engagement among users, effective monetisation strategies, and the recovery of sectors affected by the pandemic. E-commerce has also regained momentum, fueled by the rise of video commerce.

E-commerce, projected to reach $159b in GMV by 2024, is now primarily driven by existing customers, who contribute up to 70% of its growth. This marks a shift from previous years when first-time shoppers were the main drivers. Established players are reinvesting to boost GMV and defend their market share, as international competitors disrupt the market. Revenue is expected to increase 13% year-on-year (YoY) to $35b in 2024.

Meanwhile, video commerce has rapidly grown to account for 20% of e-commerce GMV, a significant jump from less than 5% in 2022. This trend is reshaping the e-commerce landscape in Southeast Asia, transforming the consumer shopping experience. From live shopping events to content created by influencers, video has become an essential component of online shopping.

Food delivery is also gaining traction as dining-out habits stabilize and new monetization avenues, such as in-app advertisements and subscriptions, emerge. Revenue in this sector is forecasted to rise by 54% YoY to $1.7b in 2024, while GMV is set to grow by 7% to $19b. Platforms are experimenting with strategies for future profitability, such as improving restaurant visibility and using AI to optimize operations.

In another industry seeing growth, the transport sector has surpassed pre-COVID levels, with revenue expected to grow by 36% YoY to $1.5b, driven by increased demand and strategic pricing. GMV is projected to rise by 18% to $9b. Despite inflationary pressures, consumer demand remains strong due to the expansion of established players into second-tier cities and rural areas, along with aggressive promotions by new entrants seeking user growth.

Online travel is outpacing the broader digital economy in terms of Gross Travel Bookings (GTB) growth, fueled by intra-regional travel within Asia-Pacific. Higher airfares and a growing preference for luxury travel options are expected to push GTB to $46b in 2024, a 21% YoY increase, while revenue is set to grow 18% to $20b. While direct booking channels remain dominant, online travel agencies continue to successfully monetise their core services as well as adjacent offerings, such as financing and insurance.

Meanwhile, online media is on track for significant growth, with GMV projected to rise to $30b, an 11% YoY increase. Video-on-demand and gaming are key drivers, with SEA developers gaining recognition in casual gaming and hyperlocal content. Advertising remains a reliable revenue stream, while hybrid models incorporating in-app purchases, subscriptions, and ads are becoming increasingly popular to cater to diverse player segments. The rise of gaming influencers has fueled a thriving creator ecosystem, with livestreaming becoming a key tool for facilitating real-time interaction between sellers and consumers.

Lastly, Digital Financial Services (DFS) are expanding rapidly, with revenue expected to grow by 22%, from $22b in 2022 to $33b in 2024. Digital payments and lending, which make up more than 90% of DFS revenue, are the primary growth drivers. E-wallets have become widespread, partnering with major payment card networks, while QR code usage continues to rise. 

It’s worth noting that a generational shift in investor behaviour is reshaping the wealth management landscape, a trend that is likely to persist as more merchants accept digital payments, risk assessment improves, and consumers increasingly seek online solutions for insurance and wealth management.

Increase in investor confidence in SEA’s long-term potential

Despite the ongoing challenges in the funding landscape, investors have demonstrated cautious optimism, channelling nearly 50% of their investments into emerging sectors. Although the exit environment remains difficult, early-stage companies in Southeast Asia have made substantial strides toward profitability. There is also a growing emphasis on fostering cross-border collaborations and improving IPO regulations to enhance capital market conditions.

Last year, the report highlighted four key factors to revitalise the funding landscape: realistic entry valuations, proven monetisation models, a clear path to profitability, and reliable exit strategies. While the first three have been successfully achieved, creating dependable exit pathways is still a work in progress due to the continued challenges in capital markets.

Singapore continues leading SEA’s increased appetite in AI products, services

Singapore’s digital economy has shown impressive resilience and is expected to reach $29b in GMV by 2024, marking a 13% increase from 2023. E-commerce has bounced back, growing from $8b in GMV in 2023 to $9b in 2024, while sectors like online media and travel have experienced double-digit growth, driven by strong infrastructure and pro-business policies.

Singapore ranks among the top 10 countries globally in terms of interest in AI-related topics, with sectors such as education, marketing, and travel leading AI search trends. There is a high demand for mobile apps featuring AI capabilities, including content creation tools, photo editing apps, and AI-powered virtual assistants. 

AI has also played a pivotal role in boosting Singapore’s tourism industry, enabling chatbots to provide personalised recommendations, analyse visitor data to optimise marketing strategies, and enhance visitor experiences through interactive exhibits and customised guides.

To meet the growing demand for AI infrastructure, investments in AI-ready data centers reached $9b in Singapore during the first half of 2024, second only to Malaysia, which attracted $15b in similar investments.

Digital Financial Services (DFS) have also become a key driver of growth, with digital payments and wealth management leading the way. Singapore’s status as a regional financial hub has drawn substantial venture capital and private equity investment. To stay competitive, the Singapore Exchange (SGX) has introduced initiatives to improve exit options and attract investor capital and IPOs. Singapore’s favourable business environment, political stability, and tax incentives have further strengthened its position as a leading economic hub.

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For Sapna Chadha, vice president for Southeast Asia and South Asia Frontier at Google, Southeast Asia’s digital economy is rapidly evolving as businesses adopt innovative strategies to achieve profitability, fostering a more sustainable and resilient ecosystem. 

“The rise of video commerce is supercharging e-commerce growth, with live shopping and creator-led content reshaping how people discover and buy products. Southeast Asia is emerging as a global hub for AI innovation and adoption. With significant investments in AI infrastructure and a thriving ecosystem of startups and developers, the region is poised to unlock the transformative power of AI across various sectors,” she said.

Meanwhile, Fock Wai Hoong, head of Southeast Asia at Temasek remarked how it is encouraging that SEA’s digital businesses are now focusing on achieving the appropriate balance between growth and profitability.

“Investors have also started looking for the next wave of growth by investing in nascent sectors such as software and services as well as AI, demonstrating confidence in the long-term potential of SEA’s digital economy. Temasek remains committed to deploying catalytic capital to the region’s digital economy to achieve sustainable and inclusive growth so that every generation prospers,” he said.

Lastly, Florian Hoppe, partner at Bain & Company stated that Southeast Asia’s digital economy continues to do well, with continued double-digit GMV and revenue growth and a surge in profitability across sectors led by key players. He also remarked how the region is also attracting significant AI investment, with over $30b committed to AI infrastructure in the first half of 2024.

“To fully harness the transformative potential of Generative AI, businesses must advance beyond experimentation and invest in foundational elements—aligning AI initiatives with core business objectives to address real-world problems and create tangible value, strengthen AI talent, and building scalable, adaptable infrastructure for sustained growth,” he said.

United Kingdom – Global consumer healthcare company Haleon has developed an AI-powered tool aimed at improving inclusivity and representation across its digital advertising content.

According to Haleon, its ‘Health Inclusivity Screener’ is the only data driven tool of its kind to analyse digital advertising content for both readability and inclusivity metrics. 

The tool assesses creative content for the criterias health literacy (how easy it is for consumers to understand and interpret Haleon’s healthcare messaging), accessibility (how accessible Haleon’s advertising is for people who have visual or hearing impairments), and representation (to allow Haleon to understand whether its casting choices are representative of all consumers).

Moreover, Haleon will use the new tool to enhance its digital advertising through greater accessibility, simpler messaging and content which better represents the diverse range of consumers it serves globally. 

It will also drive improved brand performance and ROI through campaigns which resonate more strongly with consumers, including those who are more vulnerable to exclusion – while supporting Haleon’s ambition to achieve greater health inclusivity for all.

Working with its Panadol pain relief brand, Haleon has piloted the tool in nine markets, including Australia, Colombia, Egypt, Malaysia, Saudia Arabia, South Africa, Sweden, UAE and UK. The company intends to extend the tool to other markets and global brands over time, allowing it to deliver more inclusive advertising at scale.

For this tool, Haleon has tapped CreativeX, a technology company that helps brands power their creative decisions with data. By using AI and machinelearning, CreativeX can extract creative data from individual assets, assessing the age, gender, skintone, and situation of individual characters. 

This data is combined with an AI application and analysed to provide data on message comprehension. All components are combined to create a user-friendly health inclusivity performance dashboard.

Tamara Rogers, chief marketing officer at Haleon, said, “While many brands have taken positive steps in inclusive advertising, we see a huge opportunity for Haleon to set the standard in the consumer health sector. We’ve already taken action to improve the accessibility of all our marketing assets, but we know that we can go further.”

She added, “Message comprehension has a key role to play in improving the performance of our campaigns and building greater health literacy, helping people take better care of their everyday health. This tool is truly unique in measuring this alongside other inclusivity metrics, allowing us to enhance our advertising to make sure it’s seen, heard, and understood by all consumers.”

Meanwhile, Anastasia Leng, founder and CEO at CreativeX, commented, “The launch of Haleon’s Health Inclusivity Screener sets a new standard for how brands can systematically improve inclusivity in their creative work through always-on measurement. This ushers in a new era for creative data, demonstrating its ability to help brands not only lift the floor of creative quality but raise the ceiling to creative excellence. Thank you to Haleon for being brave and curious enough to continuously push the boundaries of how data can enhance creative execution and effectiveness.”

Manila, Philippines – As generative AI quickly transforms industries and everyday life, Filipino prosumers — those at the forefront of technological adoption — are voicing a major sentiment: while embracing AI is essential, retaining a human touch is equally vital. This is according to the latest survey conducted by HAVAS Ortega.

In the survey, it noted that tech-savvy individuals, representing 15-20% of the population, prioritise a balance between innovation and human-centric practices. They acknowledge the revolutionary potential of AI while expressing deep concerns about its societal implications.

It is worth noting that rhe excitement surrounding AI is evident, with 94% of Filipino prosumers recognising its ability to transform things in multitude of ways. Around 86% believe it can enhance productivity at work and school. Yet, this enthusiasm is tempered by anxiety with nearly half (49%) foresee job losses due to AI advancements, and 52% worrying that AI may eventually surpass human intelligence. 

The survey also highlights the need for brands to integrate AI in ways that prioritize human needs. Filipino prosumers envision a future that is inclusive, ethical, and respectful of individual rights. A significant 68% express concerns that AI could widen the digital divide, potentially leaving behind those without access to advanced technologies. 

Furthermore, many prosumers (47%) worry about the ethical implications of AI, fearing it could restrict personal autonomy. A striking 43% are concerned about constant surveillance and the unauthorised collection of personal data. 

With the world going more digital, Filipino prosumers are gravitating towards brands that maintain a sense of humanity. Despite the growing reliance on AI tools, 80% still prefer human interaction over AI for customer service. This preference highlights a fundamental truth that while technology can streamline processes, it cannot replicate the understanding and warmth of genuine human connection.

Jos Ortega, chairman and CEO of HAVAS Ortega, said, “AI is becoming an integral part of our lives, influencing everything from how we work to how we access information. However, as we embrace this technology, we must also confront the tough questions about its impact on our values and humanity.”

He added, “Brands must not merely adopt AI technologies; they should also champion equitable use that serves everyone, rather than exacerbating existing divides. In the face of rapid technological change, preserving our humanity isn’t just important, it’s a competitive advantage. Brands that prioritize human connection will foster trust and loyalty among their customers.”

Singapore – Singaporean consumers have grown wary of artificial intelligence (AI), with only 36% trusting AI amidst data privacy concerns, according to a new Qualtrics report. 

With consumers becoming increasingly hesitant to share personal information, confidence in AI among Singaporean consumers has dropped by 11% in the past year. It marks a shift from consumers’ initial excitement in AI use to increasing skepticism. 

Customers’s growing concerns surrounding AI use contribute to this waning trust. Many customers prefer interacting with human agents (52%) while some are worried about how their personal data will be used (49%). Meanwhile, many consumers have low trust in how organisations will use AI (64%).

“There is no excuse for getting the fundamentals of good customer experience wrong, but too often consumers are saying this is what’s happening with poor communication and service issues. High-performing industries continue to raise the bar on what good customer experience looks like, and with more than half of bad experiences ending in a spending cut businesses and governments can no longer afford to fall behind,” Isabelle Zdatny, customer loyalty specialist at Qualtrics, said.

Though fewer consumers report poor customer experiences, their trust, likelihood to recommend, and satisfaction have declined in the past year.

The report also highlights an increase in the silent treatment, where consumers avoid sharing feedback, both positive and negative. Singaporean consumers are 7% less likely to voice their complaints about negative experiences compared to 2021.

“Customers are giving brands the silent treatment, and if organisations don’t find a way to fix this issue we could see more disgruntled consumers in Singapore. Customers are expecting a better experience, but simultaneously they’re not willing to share the insights brands need to deliver one. Overcoming this gap requires brands to rethink how they engage with customers, and go beyond the traditional feedback survey,” Zdatny said.

Additionally, the report shows a paradox in personalisation and privacy. While 72% of consumers prefer personalised experiences, only 40% trust companies to use their personal information responsibly. It highlights businesses’ need to build trust and maintain transparency. 

“Giving customers what they want is not a conversation about privacy or personalisation. It’s about trust. Brands need to identify what they need to do to win trust back without overstepping the mark and turning customers away instead. It’s dangerous to assume that existing customers will stay loyal without intentional effort to keep them. To deliver a great customer experience, following through on the most basic commitments and delivering what’s been promised is what’s most important to consumers,” Zdatny added.

“Following through on the most basic commitments carries the most weight with customers. New initiatives rolling out are outside customers’ comfort zones, so it is essential to have the basics in place and uphold them. Customers are more demanding than ever, and it’s dangerous to assume that existing customers will stay loyal without intentional effort to keep them,” Zdnatny concluded.

Singapore – Klook, a platform for experiences and travel services, has expanded its partnership with Google Cloud to enhance its platform’s capabilities through generative artificial intelligence (AI). 

Through the partnership, Google Cloud will equip Klook with AI capabilities that will boost its productivity. The companies will co-develop an AI infrastructure layer to ensure the accuracy and reliability of outputs. 

The partnership expansion builds on Klook’s progress through Google Cloud, including the creation and localisation of content for Klook’s travel pages. While substantially reducing production time, it has also ensured accurate translation across pages. 

The shared AI infrastructure enables Klook to attend to travellers’ and merchants’ needs efficiently. It will drive Klook’s innovations over the next year, focusing on customer and partner needs. 

For customers, the platform’s upcoming ‘shopping guide’ feature will simplify the process of comparing similar experiences. By summarising reviews and identifying common factors between experiences, the platform will aid travellers’ choices. For partners, Klook is introducing tools to gather business insights and enhance operational efficiency. 

Klook’s AI strategy will leverage traveller feedback and merchant insights to develop an AI-powered conversational commerce approach. This chat-based interface will offer personalised recommendations and streamline trip planning and booking. 

Klook engineers are also using Gemini Code Assist for testing and code generation. Its other teams are also exploring ways to streamline tasks like search engine optimization and bill reconciliation using AI.

Additionally, Klook will also leverage Google Cloud’s expertise to ensure responsible AI practices in its operations.

Bernie Xiong, chief technology officer and co-founder of Klook, commented, “Even in our earliest explorations with Google Cloud, generative AI has improved Klook’s ability to drive greater efficiencies at scale as we expanded our global footprint, while enabling our teams to innovate and operate more efficiently. Our expanded collaboration with Google Cloud pushes the boundaries of what’s possible with AI in travel, creating a competitive edge that translates into faster, more impactful improvements to customer experience, merchant operations, and internal productivity for the long haul.”

“Klook’s shared AI infrastructure layer will maximise the impact of innovations in any part of its business, while minimising the risks of duplicated effort and data fragmentation of more siloed approaches to AI development. This puts Klook in a strong position to solidify its first-mover advantage on generative AI, and translate its wealth of travel experience into immense value for its customers and partners, no matter where their journey takes them,” Karan Bajwa, vice president at Google Cloud in Asia-Pacific, said.

Singapore – Amazon Ads has unveiled new updates for its Amazon Demand-Side Platform (Amazon DSP) that drive precise full-funnel audience reach with streamlined campaign planning and optimisation, as well as introducing its AI creative studio and audio generator, two new generative AI tools designed to lower creative barriers and expand opportunities for advertisers to scale their reach.

To increase advertiser efficiency, Amazon DSP is launching a new user experience with simplified workflows to enable campaign creation in just a few clicks. In early tests, the new consolidated display line-item feature reduced campaign setup time. This feature brings together desktop, mobile, and app display inventory into a single line item, making it easier to launch and monitor reporting.

Moreover, Amazon DSP enhancements also include new frequency cap controls and reporting to simplify frequency management. Advertisers can now use the frequency groups feature to holistically manage their frequency caps across multiple campaigns, channels and devices—such as capping ad frequency at a household level. 

Lastly, Amazon Ads is also launching an ads data manager. This easy-to-use interface enables advertisers to securely upload their signals once, and then use them across Amazon DSP and Amazon Marketing Cloud (AMC) to engage relevant audiences, measure conversions, and optimise campaigns. It is integrated with providers like Treasure Data, Salesforce, and Tealium, so advertisers can import their first-party data from wherever they store it. With this, advertisers can use ads data manager to connect their first-party data with Amazon DSP audiences, and it will be fully integrated with the Amazon DSP and AMC in 2025.

Kelly MacLean, vice president of Amazon DSP, said, “The digital advertising landscape is rapidly evolving, with streaming TV becoming mainstream and full-funnel, cross-channel reach and measurement taking center stage. We’re inventing ad tech that makes it easier for all advertisers to navigate this evolution with precise reach, deeper insights, and direct measurement.”

She added, “Amazon DSP can uniquely drive top-to-bottom outcomes on Amazon’s properties, such as the store and Prime Video, as well as across leading streaming apps and premium publishers. We look forward to seeing advertisers leverage the capabilities announced today to fuel their business growth and engage more customers.”

Meanwhile, With audio generator, Amazon Ads expands its suite of AI-powered creative tools – including Image generator and Video generator – empowering brands to connect with customers across the shopping journey. These tools make it simple to build and activate new campaign creatives, helping brands experiment more freely and optimize based on performance – with little more than the information on their Amazon product page.

To further enhance a seamless ad building experience, Amazon Ads is releasing AI creative studio – which helps advertisers explore and create unique ads all in one place. AI creative studio brings Amazon Ads AI-powered creative generators into a single application, where brands can conceptualize, create, and refresh content regardless of format. Whether it’s turning a simple product shot into videos or, in the near future, converting a TV commercial into online sponsored ads, AI creative studio makes it easy to build and scale campaigns in innovative ways – helping brands reach customers.

Jay Richman, vice president of creative experiences for Amazon Ads, said, “We’re excited to introduce these new AI-powered creative tools, which have the potential to transform how brands connect with Amazon customers.By reducing the complexities of working across multiple formats and placements, these innovations empower advertisers to more easily reach their target audiences at every stage of the marketing funnel. They can also easily update creatives seasonally, generate fresh, trend-driven content, and tailor ads to different use cases. This leads to a more dynamic and engaging customer experience, ultimately helping to drive overall campaign performance.”