Tag: Generative AI

Singapore – CARSOME Group has announced a multi-year collaboration to fuel CARSOME’s continued expansion and growth in the markets where it operates. With Google Cloud as its new preferred cloud provider, CARSOME aims to deliver more dynamic and differentiated car transaction and ownership experiences to drive its next phase of growth.

Said collaboration will use Google Cloud’s industry-leading platform services across modern infrastructure, cybersecurity, data analytics, and generative AI (GenAI) to further enhance the car transaction and ownership experience for consumers and used car dealers, thereby solidifying CARSOME’s position as a leading integrated car e-commerce platform in Southeast Asia.

The transition to a modern infrastructure cloud will ultimately increase the scale and velocity at which CARSOME delivers new and enhanced services through its digital applications (e.g., the CARSOME consumer app, CARSOME CARagent, CARSOME CARdealer), refurbishment facilities, inspection centers, and experience centers to better serve used car buyers, sellers, and dealers. 

To strengthen its security posture, uphold compliance requirements, and reinforce customer trust, CARSOME is leveraging Google Cloud’s built-in data access controls and Security Command Center for advanced threat detection and response across its consolidated cloud systems.

In addition to accelerated software development cycles and projected cost savings, CARSOME’s move to Google Cloud will give its teams access to granular insights that enable improved business decision-making and hyper-personalised customer engagement. This is the result of CARSOME’s first-party data being warehoused on Google Cloud’s BigQuery platform, integrated with Google Cloud’s Looker platform for business intelligence and Google Marketing Platform.

Through native integrations between BigQuery and Google Cloud’s Vertex AI platform, CARSOME can centrally process and stream data in all formats (i.e., structured and unstructured) to enhance the performance of its existing AI applications.

Kjetil Rohde Jakobsen, group chief technology officer at CARSOME Group, said, “At CARSOME, we’ve been digitising the used car industry with the help of advanced technologies since 2015. With our business continuing to experience significant growth, we saw an opportunity to strengthen our digital foundation to better support our expanding operations and drive even greater efficiencies.”

He added, “Shifting from a multicloud environment to Google Cloud not only helps us realise cost savings due to its infrastructure’s better price-performance; it also allows us to access secure-by-design, full stack capabilities across data analytics and AI. This will enable our teams to deliver more dynamic and differentiated solutions and experiences for CARSOME customers and partners across the region, from car listings and discovery, to financing and transacting, to after-sales support.”

CARSOME is also taking advantage of BigQuery and Vertex AI Agent Builder to embed semantic search capabilities into its internal tools. This will enable employees across departments and functions to intuitively extract relevant information from CARSOME’s vast and continuously expanding enterprise knowledge base. With GenAI turning information retrieval tasks that take hours into quick searches or conversational exploration, marketing and product teams, for instance, can more easily create educational content and enhanced solutions to address the evolving needs of car buyers and sellers.

Meanwhile, Yash Thakker, director of solutions consulting for Asia-Pacific at Searce, commented, “We’re proud to be facilitating CARSOME’s cloud consolidation, which will optimise its cloud spend by as much as 30%. These cost savings can then be redeployed toward other strategic innovation initiatives that deliver top-line growth for the business, such as the potential development of next-generation conversational AI agents that autonomously and effectively handle common customer queries for relevant information, freeing up CARSOME’s customer support staff to address more complex issues. With a full team of certified in-house experts, Searce is well-positioned to support companies’ full-scale infrastructure migration to Google Cloud and the technical implementation of cutting-edge Google Cloud AI solutions.”

Lastly, Serene Sia, country director of Malaysia and Singapore at Google Cloud, stated, “By running its business on fully managed Google Cloud infrastructure that scales reliably to handle the increasing performance needs of any application, CARSOME can expand its operations with confidence, from increasing its penetration in existing markets, to expanding its inventory of pre-owned vehicles, to streamlining the movement of vehicles between inspection centers, refurbishment facilities, and customers. Together with Searce, we look forward to completing CARSOME’s cloud consolidation and advancing its innovation roadmap, which includes harnessing GenAI and agentic AI to create more personalised and seamless car transaction and ownership experiences, delivering new engines of growth for its business.”

Singapore – Many marketers, 4.9 out of 10, say they are not yet ready to implement and integrate generative artificial intelligence (GenAI), according to a report from Kantar, a marketing data and analytics company.

The study has found that while many marketing leaders (9 out of 10) recognise the potential of GenAI in transforming their operations, their adoption is hindered by insufficient training and high costs.

Due to the challenges that marketers face, the report sees a gap between GenAI’s potential and its adoption. Meanwhile, 5.3 out of 10 of their external partners such as agencies and data providers, are considered to be at the forefront of new technologies. This has led to the industry not being able to unlock the full potential of GenAI tools, with its impact rated at 5.3 out of 10.

The study also considers efforts to preserve traditional marketing skills as a contributor to their hesitation to adopt GenAI.

Addressing marketers’ reluctance, Kantar details how GenAI can revolutionise marketing. This includes building long-term strategies, streamlining daily tasks, and engaging consumers in real time.

Kantar’s study aims to help marketing leaders encourage their teams to eliminate fear of GenAI tools.

Lyn Lim, head of commercial growth at Kantar Consulting, said, “The overwhelming consensus among senior marketers is that GenAI is going to revolutionise the industry. But reality today is that many companies don’t feel ready yet. We see that leading organisations are making the shift from using GenAI predominantly for efficiency reasons to now also driving effectiveness. Those that get it right will succeed by building excitement and understanding around GenAI among everyone in their business: how they can help them achieve more with greater efficiency, speed, and effectiveness. We believe APAC marketing has the potential to leapfrog the world in its adoption of GenAI, just as it’s led the world in other aspects like social commerce and mobile marketing.”

New York, USA – Dentsu, in partnership with Adobe, have announced Adobe GenStudio dentsu+, a generative AI-powered, integrated marketing ecosystem for brands. The culmination of a decade-long relationship, Adobe GenStudio dentsu+ combines Adobe’s latest Content Supply Chain solution suite, GenStudio, with the power of dentsu’s proprietary integrated services, technology and audience intelligence. 

Underpinned by dentsu’s Merkury, the offering gives marketers the power to efficiently reach and engage audiences in a highly scaled and personalissed manner, driving more in-the-moment experiences and bringing consumers even closer to the brand.

Adobe’s GenStudio solution brings together applications across Adobe Experience Cloud and Adobe Creative Cloud—including Adobe Experience Manager, Adobe Express, Adobe GenStudio for Performance Marketing and Adobe Workfront, as well as on-brand generative AI capabilities with Firefly Services and Custom Models—all into one combined ecosystem for helping brands plan, create, manage, activate and measure content at scale. 

The solution enables marketing teams to create the experiences required to drive impactful, personalised marketing campaigns. By integrating with dentsu’s own audience intelligence, creative insights and translation capabilities, Adobe GenStudio dentsu+ enhances Adobe’s suite of services to deliver impactful experiences for clients.

Adobe GenStudio dentsu+ also delivers on the combined power of creative, production, media, and digital experience, leveraging dentsu’s unique Merkury data sources. The solution sets a new benchmark for how marketers can fully utilise Adobe, while effectively targeting millions of customers and prospects in a way that speaks to them individually—not only delivering on customer expectations but also bringing them closer to the brand through each interaction. 

In addition, marketers can now gain a single view across campaign management, content supply chain, and identity mapping, underpinned by dentsu proprietary AI solutions, creating opportunity to lower waste, increase efficiency, and drive engagement.

Abbey Klaassen, global brand president at Dentsu Creative & CEO and Dentsu Creative US, said, “Adobe GenStudio dentsu+ is a direct response to CMOs demanding holistic marketing platforms to drive new growth and provides integrated marketing technology and services that can supercharge business transformation.”

She added, “It’s testament to dentsu’s deep relationship with Adobe that we’ll be able to bring this industry-first solution to market to enable brands to stand out from the sea of sameness and build a competitive advantage. As one of the first users ourselves, we’re already seeing synergies created with our other products and services, and expect clients will have the same experience, finding opportunities both for their in-house teams and their work with their agencies.”

Meanwhile, Brent Rudewick, vice president for Adobe GenStudio and Workfront at Adobe, commented, “Marketers are operating in an environment now where the need for personalised and performant content is outstripping available resources, a challenge that Adobe GenStudio addresses by optimizing a brand’s content supply chain.”

He added, “Adobe and dentsu have a longstanding partnership that focuses on delivering tailored solutions for brands. Now, combining GenStudio with dentsu’s audience intelligence and consultancy, we have the opportunity to activate generative AI for different teams, reshape longstanding workflows around content production and deliver on-brand performance at scale.”

Lastly, Shirli Zelcer, chief data and technology officer at dentsu, stated, “Bringing together these innovative capabilities for the first time creates total business impact for our clients. What we have built alongside Adobe is an adaptive, end-to-end content supply chain solution, in which we can create always-on, always-ready experiences with the least amount of waste.”

She added, “Brands no longer have to try and piece together disparate systems and data—they can do it all in one place. Adobe GenStudio dentsu+ will not only drive better outcomes, but it will save time and add scale to marketing teams already under considerable pressure.”

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.

New York, USA – Publicis Sapient has announced a global partnership with Google Cloud to rapidly increase adoption of generative AI and scale Google’s technology to enterprise customers.

Through this global partnership, Publicis Sapient will create a dedicated Google Cloud business unit to address demand for Google’s AI technology, with dedicated resources to help customers successfully plan, deploy, and manage generative AI projects. 

The fusion of Google Cloud’s technologies and Publicis Sapient’s deep industry knowledge and expertise across its ‘SPEED’ – Strategy, Product, Experience, Engineering, and Data and AI – capabilities will enable solutions that drive efficiency, innovation and growth for clients across industries, including BFSI (banking, financial services and insurance), consumer products, healthcare, retail, telecommunications, media & technology, transportation & mobility and travel & hospitality.

This collaboration will focus on several key areas, including a strengthened joint go-to-market strategy. By aligning their sales, marketing, and engineering teams, the partnership aims to provide customers with seamless access to the resources needed for the efficient deployment and management of AI projects.

Additionally, Publicis Sapient plans to leverage its proprietary AI tools alongside Google Cloud’s Gemini models to develop innovative generative AI solutions for marketing and sales. These solutions are designed to help businesses modernize their operations, streamline marketing efforts, and enhance product and service delivery to end customers.

To support this initiative, the Google Cloud Center of Excellence will be staffed with Publicis Sapient experts trained in the latest generative AI technologies, ensuring clients can maximise the potential of AI tools and services.

Nigel Vaz, CEO of Publicis Sapient, said, “As consumer expectations continue to evolve, new business demands are calling for strategic collaboration throughout their AI and digital business transformation journey. Our expanded partnership with Google Cloud represents a significant leap forward in our ability to deliver transformative solutions across industries, ultimately empowering our clients to achieve unparalleled growth and success. By tapping into the power of Google Cloud’s technologies, we can help businesses stay ahead of the curve in the age of AI.”

Publicis Sapient and Google Cloud are already working with a large bank to modernize its infrastructure and enhance the software development lifecycle with gen AI, aiming to boost efficiency by up to 40%. This project included the design and integration of a comprehensive generative AI framework tailored specifically to the customer’s risk and compliance requirements.

Meanwhile, Thomas Kurian, CEO of Google Cloud, commented, “To realise the full potential of generative AI, customers need a combination of expertise and leading technology to fundamentally improve their business operations. Through this partnership, Publicis Sapient will increase its expertise in Google Cloud and scale its consulting offerings to develop new solutions and AI services that help customers solve complex industry challenges and unlock new growth opportunities.”

Publicis Sapient’s partnership with Google Cloud will enhance some of its key business offerings, including legacy modernisation, application modernisation and development, generative AI, data analytics, cloud migration and database/infrastructure modernisation. In addition, this partnership will enable Publicis Sapient to elevate AI applications within marketing through offerings such as Retail Media Networks (RMNs), Customer Data Platforms (CDPs), Content Supply Chain and Data Modernisation and Monetisation. 

Singapore – The Health Promotion Board (HPB), in collaboration with Publicis Singapore, has unveiled its latest integrated campaign, “For the Love of Taste,” encouraging Singapore residents to reduce their sodium intake to preserve their sense of taste and fully enjoy the natural flavours of their food.

The campaign is part of HPB’s nationwide #LessSaltMoreTaste movement, which promotes reducing salt consumption to help Singapore residents lower their sodium intake and improve their overall health.

At the heart of the campaign is ‘The Art of Taste’, an experiential installation developed by TMRRW, a Singapore-based art and motion studio. This interactive generative art project—HPB’s first of its kind—invites the public to transform iconic local dishes into vibrant visual masterpieces. Using cutting-edge generative technology, the installation vividly represents the explosion of natural flavours that can be savoured more fully when not overshadowed by excessive salt.

The installation is at Dhoby Ghaut MRT station B2 Concourse, which is now running until 5th December. 

Supporting the campaign is a cinematic film by acclaimed director Royston Tan. Set in the 1960s and starring Pierre Png, the story depicts a strained dinner between a man and his wife, with salt symbolising the barrier between them. When the man puts down the salt shaker, he rekindles his connection with the meal—and with his wife.

With Wong Kar Wai-inspired visuals and a captivating rendition of the local song ‘Singapura Permai’, the film has resonated with audiences, amassing millions of views since its launch. 

Beyond the installation and film, the #LessSaltMoreTaste message is also spread through social media, online banners, and public spaces. Each piece of the campaign highlights Singapore’s rich culinary heritage, celebrating natural flavours at the heart of local dishes.

“Using generative technology to explore what once seemed impossible has unlocked new, impactful ways to connect with consumers. By showing, rather than telling, that less salt doesn’t mean less flavour, we’re inspiring people to discover a new appreciation for the richness of natural flavours, which often go unnoticed,” said Pei Ling Ho, executive creative director at Publicis Singapore. 

‘For the Love of Taste’ builds on the success of HPB’s previous ‘Trust No Tongue’ campaign, further emphasising practical steps to reduce sodium intake in daily life. The initiative encourages using less salt, sauces, and gravy, choosing lower-sodium products, and making healthier dining choices.

After all, the love of taste is timeless—and with a few small changes, we can keep that love alive for years to come.

Australia – Nearly half (43%) of marketing leaders intend to boost their account-based marketing (ABM) budgets, a significant rise from 28% recorded at the same time last year, according to a survey by xGrowth in collaboration with Media Collateral.

The survey reveals a shift in spending sentiment as the economic downturn recedes, with senior marketing leaders across Asia-Pacific ramping up investments in 2024 and signalling plans for further increases in 2025.

The survey highlights a notable shift, with 46% of marketing leaders maintaining their current general marketing budgets—up from 23% last year—while 13% have increased spending, a significant rise from just 4% in the previous year.

Meanwhile, only 31% reported a decrease in spending compared to 58% last year. 

“After 18 months of budget cuts driven by economic uncertainty, marketers are signalling a return to growth with increased spending planned for 2025. This positive shift in sentiment suggests confidence in the market’s recovery and the vital role marketing plays in driving business success,” said Shahin Hoda, managing director at xGrowth. 

The survey also explored how APAC marketing leaders are leveraging the growth of generative AI and its transformative impact on their marketing strategies.

ABM practitioners increasingly view generative AI as a game-changer. In 2024, over 45% of APAC marketing leaders reported that generative AI has shaped their ABM strategies—a significant increase from 23% in the previous year.

Additionally, 74% of respondents believe AI will simplify their work, marking a significant rise from 47% in 2023. The proportion of those who feel AI delivers better results has also surged, climbing from 24% last year to 47% this year.

The percentage of respondents who believe AI reduces costs has risen sharply from 38% in 2023 to 58% in 2024. Notably, concerns over legal and data security issues have decreased significantly, dropping from 24% last year to 15% this year.

“Marketers are leveraging AI tools to create highly personalised campaigns, analyse data in real-time, and boost efficiency—achieving results that were unimaginable just 18 months ago. Initial concerns about legal and security are fading as marketers embrace AI’s potential,” Hoda explained. 

The survey also highlighted the expanding role of generative AI in marketing, with AI-powered content creation—such as blog posts, emails, and social media copy—leading the way at 70%. Personalisation emerged as another key application, cited by 51% of respondents. Additionally, marketers are increasingly leveraging generative AI for campaign planning (28%) and data analysis (24%).

Regarding the adoption outlook for generative AI, 91% of senior marketing leaders anticipate increased use of AI tools within their organisations over the next two years. With only 1.67% expecting a decline, the findings underscore a strong commitment to expanding AI’s role in ABM strategies, solidifying its position as a cornerstone of future marketing initiatives.

India – Netcore Cloud has announced the expansion of its partnership with Google Cloud to elevate its product discovery, AI-powered search, merchandising and customer engagement marketing platforms. Engineered using Google Cloud’s generative AI technologies, Netcore’s offerings will help brands deliver more impactful hyper-personalised experiences that boost customer retention and revenue growth. 

By combining Google Cloud’s expertise in data analytics and generative AI with Netcore’s deep experience across sectors like ecommerce, banking, finance, securities, insurance, and travel, Netcore wants to create solutions that ensure every brand touchpoint delivers maximum value and enhances the overall customer experience.

Moreover, brands will benefit from Google Cloud’s AI technologies alongside Netcore’s product discovery and marketing solutions, robust data sets, and AI-powered tools that deliver superior customer engagement and, ultimately, drive revenue growth.

The collaboration aligns with Netcore Cloud’s strategic goal of doubling its ARR by 2027 and expanding its footprint across North America, Europe, and Southeast Asia.

The partnership enhances Netcore’s ability to provide deeper insights into consumer behavior by integrating tools like Google Analytics, BigQuery, and Ads Data Hub. These connections allow for enriched customer intent data analysis and sentiment evaluation of product catalogs, empowering brands to better understand and address consumer needs.

Google Cloud’s enterprise search tools will also optimize search relevance and product recommendations on Netcore’s platform, enabling precision handling of complex queries. Additionally, AI-driven conversational agents will streamline customer journeys, guiding users to desired products efficiently and improving conversion rates.

Kalpit Jain, Group CEO at Netcore Cloud said, “With our sights set on doubling our ARR, this partnership forms a critical part of our growth strategy. By creating such powerful synergies we are confident about unlocking new growth opportunities collectively thereby redefining customer engagement and delivering exceptional value to our clients worldwide. Together with Google Cloud, we are building the future of customer engagement, one where every interaction creates value, fosters loyalty, and drives sustainable growth for brands.”

Meanwhile, Siddharth Gopalkrishnan, chief operating officer at Netcore Cloud, commented, “Our partnership with Google Cloud has evolved tremendously over the years, and with this new chapter, we are doubling down on our commitment to unlock unprecedented value for our customers. We are excited to leverage this strengthened collaboration to rapidly scale our presence across SEA, the Middle East, and the US, driving growth at an accelerated pace.”

The partnership also enhances Netcore Cloud’s Co-Marketer platform, delivering powerful scenario planning tools to forecast key metrics such as purchase frequency, average order value (AOV), and replenishment cycles. Additionally, the platform provides insights into the relationship between online and offline behaviour, empowering brands to build seamless omnichannel strategies that enhance engagement across every marketing touchpoint. 

Bikram Singh Bedi, vice president and country MD at Google Cloud India, stated, “Netcore Cloud and Google Cloud have been collaborating over the past few years, exploring various avenues for customer and product data enrichment to drive personalised experiences. The expanded partnership deepens this collaboration, with Netcore integrating Google Cloud’s generative AI technology, powered by state of the art infrastructure, into its  product discovery and customer engagement solutions.”

United States – TikTok has announced that it is making its ‘Symphony Creative Studio’ tool available to all advertisers. Said tool is an AI-powered video-generation tool that can generate a video in minutes from minimal user input. 

With ‘Symphony Creative Studio,’ advertisers can turn their product information or URL into a video, add a digital avatar to narrate their video script, or localise existing videos into new languages using translation and dubbing capabilities.

Part of TikTok’s Symphony creative AI suite, ‘Symphony Creative Studio’ aims to support advertisers and content creators with free tools to make the creative production process easier and more efficient, bridging the gap between ideation and production.

TikTok’s Symphony Creative Studio introduces a range of powerful features to simplify and enhance ad creation. The Generate & Remix Videos tool allows marketers to turn product details or URLs into engaging TikTok-ready videos in minutes, drawing inspiration from top-performing content.

Meanwhile, the studio’s Avatar Videos feature uses AI-driven avatars to personalize content, offering diverse options in terms of gestures, languages, and demographics. For businesses targeting international audiences, the Translate & Dub Videos tool provides seamless language translation and dubbing, ensuring wider accessibility.

Lastly, the studio also includes a Video Editor that optimises existing content with TikTok-style elements such as captions, stickers, and transitions, ensuring alignment with platform trends. To streamline content creation further, Your Daily Video Generations delivers daily, auto-generated videos customized to a brand’s needs, leveraging insights from TikTok’s top-performing content and past activity.

All content created through Symphony Creative Studio is transparently labeled as “AI-generated,” reflecting TikTok’s commitment to innovation, efficiency, and ethical AI practices.

Singapore – Prudential has forged a partnership with Google Cloud, utilising MedLM—Google’s specialised foundation models for healthcare—to enhance the accuracy and efficiency of its medical insurance claims process.

Among the first insurance providers globally to implement MedLM, Prudential is harnessing this technology—typically used by healthcare organisations—to create solutions that improve the experiences of healthcare providers and their patients.

Beginning in Singapore and Malaysia, Prudential will deploy MedLM to analyse documents submitted with health insurance claims, including diagnostic reports, prescriptions, and invoices. MedLM enhances human decision-making by accurately extracting and coding relevant information from these documents, significantly reducing the risk of errors associated with manual data entry. This technology enables faster and more precise claims processing.

This partnership comes after Prudential’s proof-of-concept tests, which demonstrated that using MedLM doubled the automation rate of claim reviews and assessments. This improvement increased the accuracy of claims decisions, enabling Prudential to process more claims quickly while enhancing the customer experience.

“Prudential’s early tests with MedLM demonstrate that generative AI can play a major role in efficiently tackling the growing volume of health insurance claims, resulting in more frictionless processing and a faster turnaround time for customers,” said Arjan Toor, CEO for Health at Prudential plc. 

“We’re proud to pioneer this innovative approach to using MedLM to support our operational efficiency as we continue to expand our health insurance offering while delivering our mission to be the most trusted health partner for customers in Asia and Africa,” added Toor. 

Prudential will implement MedLM for selected medical insurance claims in Singapore and Malaysia over the next 3-4 months, evaluating the AI’s analysis against existing decision-making processes. This approach aims to identify ways MedLM can boost productivity and offer valuable insights to claims assessors while ensuring a “human in the loop” at critical decision points.

“In a fragmented and often confusing healthcare landscape, data and AI are enabling us to provide care beyond coverage for our customers. Our strategic partnership with Google Cloud has given us a valuable first-mover advantage in adopting generative AI to improve the customer experience at an important moment of truth. This is just the first step in using generative AI to deliver seamless, digitally enabled healthcare experiences at every step of our customers’ health journey, from the point of diagnosis through treatment, recovery, and prevention,” Toor further explained. 

Karan Bajwa, vice president of Google Cloud in Asia Pacific, said, “Prudential has taken a truly innovative approach by adapting MedLM’s advanced healthcare and medical-specific capabilities to one of its core business processes. This collaboration exemplifies how our strategic partnership with Prudential can empower its workforce to drive confident decision-making, improve the overall experience for policy holders, and create meaningful innovation in healthcare and finance.”