Marketing
Adrian’s Arena: How AI is Reshaping Industries and Shaping Our Future
An AI Revolution is transforming industries, enhancing healthcare, marketing, and sustainability while ensuring data privacy and creating new jobs.
TL/DR
- AI is solving complex problems like flood forecasting and accelerating drug discovery, with Google’s AI system saving lives in India.
- AI is transforming healthcare, with studies showing it outperforms humans in diagnosing breast cancer.
- In sales and marketing, AI recommendation engines drive significant revenue, such as 35% of Amazon’s sales.
I recently had the opportunity to participate on a panel with some of the brightest minds in AI and data science in Asia. Having worked in the tech and marketing world for over 25 years across multiple continents, I’ve seen firsthand how AI is transforming industries, both big and small. From healthcare to marketing, AI’s impact is growing rapidly. Here’s my take on what’s happening and some of what’s coming next.
AI: The New Industrial Revolution
We’re in the midst of what feels like a new industrial revolution, led by AI. It’s driving progress in efficiency, accuracy, and innovation. Two sectors where AI is making big moves are healthcare and sales & marketing.
In healthcare, AI is already outperforming humans in key areas. A recent study showed that AI could diagnose breast cancer from mammograms more accurately than radiologists. AI is also speeding up drug discovery, creating personalised treatments, and even guiding robotic surgeries. Another example is IBM’s Watson Health, which uses AI to assist doctors in developing personalised treatment plans for cancer patients. The next decade promises even bigger breakthroughs—could we see more diseases cured or even visit AI-powered doctors?
On the business side, AI is transforming sales and marketing.
That’s massive. Personalised recommendations are just the beginning; soon, companies may be selling only what people truly need, reducing waste and optimising resources. Another major example is Netflix, which uses AI to recommend shows and films to users, tailoring suggestions based on viewing history. This kind of personalisation is driving massive engagement.
Responsible Use of AI: Getting It Right
With all the excitement around AI, it’s critical to make sure we’re using it responsibly. At SQREEM, for instance, we focus on leveraging AI without relying on cookies or personally identifiable information (PII). Instead, we analyse behavioural trends to create high-value audiences, which brands can target across most digital marketing channels through their tech stack of choice (e.g. DV360, theTradedesk, etc).
And it highlights an important balance: using AI’s power while ensuring data privacy and accountability.
AI is Solving Big Problems in Unexpected Ways
One of the most exciting things about AI is how it’s solving complex problems in ways we hadn’t imagined.
For example, Google’s AI-powered flood forecasting system in India provides real-time warnings to millions, saving lives and protecting property. It’s an impressive example of AI being used to tackle climate-related challenges.
In drug discovery, AI-driven platforms such as BenevolentAI and Insilico Medicine have accelerated the development of new treatments.
AI is also being applied to solve broader, more complex challenges. In logistics, companies are using AI to optimise route planning, fleet management, and supply chain operations. Autonomous vehicles and drones are already transforming how goods are delivered, reducing delivery times and costs.
AI Boosting Data Privacy and Security
Data privacy and security are growing concerns, and AI is stepping in to help. By automatically identifying and managing sensitive data, AI can help companies comply with regulations like GDPR and CCPA. In terms of security, AI’s ability to detect unusual patterns in real-time is a game-changer. It catches breaches before they can cause serious damage, offering companies a proactive approach to safeguarding their data.
AI is also being used to detect and prevent fraud in sectors like banking. AI-powered systems can identify unusual spending patterns and flag fraudulent transactions almost instantly. This combination of speed and precision is becoming crucial in today’s data-heavy world.
How Start-ups Can Leverage AI to Compete
For start-ups and small businesses, AI is a fantastic opportunity. I always tell businesses to view AI as an enabler, not a threat. The best part?
To start, focus on personalising your customer experiences and optimising operations. AI analytics can help you better understand customer behaviour and create targeted marketing campaigns. Another example is AI’s role in customer service, where AI chatbots are handling routine enquiries, freeing up staff to tackle more complex queries. And remember, education is key—there are plenty of online resources to help you learn the basics.
Breaking Down the Barriers to AI Adoption
Even with all its promise, AI still faces hurdles. The biggest barriers? Lack of skilled talent, high costs, and concerns about data privacy and security. To overcome the talent gap, we need more educational initiatives and partnerships between businesses and academia. Upskilling teams is essential if companies want to harness AI’s potential.
When it comes to privacy and security, we need robust regulatory frameworks and a clear approach to AI’s use.
AI and Humans: A Winning Combo
AI isn’t here to replace humans—it’s here to work with us. AI takes care of repetitive, data-heavy tasks, allowing humans to focus on creative problem-solving. Take customer service: AI chatbots handle routine queries, freeing up human agents for more complex issues. In fields like finance, AI systems are already being used to manage portfolios and assist with investment decisions.
While disruption is inevitable, the net gain shows how AI can be a tool for growth—if companies adopt AI strategies and train their teams effectively.
AI for Sustainability and ESG Reporting
AI’s potential for driving sustainability is massive.
In agriculture, AI-driven precision farming is helping farmers use water, fertilisers, and pesticides more efficiently, which is essential for sustainability. AI systems can analyse soil conditions, weather forecasts, and crop health data to maximise yields while reducing environmental impact.
In terms of Environmental, Social, and Governance (ESG) reporting, AI is a game-changer. By automating data collection and analysis, AI ensures accuracy and compliance while providing real-time insights into a company’s sustainability efforts. This makes it easier for companies to hit their ESG targets and satisfy investors and customers.
In conclusion, AI and data science are transforming the world at an unprecedented pace.
The future is bright, and by working together—AI and humans—we can shape a more efficient, sustainable, and innovative world.
Comment and Share
How do you think AI will shape the future of your industry? Share your thoughts, and let’s discuss the potential and challenges of AI integration. And don’t forget to subscribe for updates on AI and data science developments and to comment below!
You may also like:
- Adrian’s Arena: East Meets West – Contrasting AI Partnership Strategies for OpenAI
- AI and Asian Gen Z is A Slang-Filled Digital Dialogue
- Navigating the Privacy and Security Risks of AI and AGI in the Workplace
- Powering the AI Revolution: The Data Centre Boom in Southeast Asia
- Or find out more about Adrian Watkins by tapping here.
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Marketing
Adrian’s Arena: Reaching Today’s Consumers – How AI Enhances Digital Marketing
AI Digital Marketing is revolutionising consumer engagement across Asia, enhancing personalisation and customer service.
TL;DR:
- AI is transforming digital marketing in Southeast Asia, personalising experiences across multiple platforms.
- AI-powered chatbots enhance customer service, are available 24/7, and handle queries in multiple languages.
- Programmatic advertising powered by AI optimises ad placement without cookies or personal data, ensuring privacy.
AI Infused Marketing: Engaging Consumers Across Digital Worlds
Artificial Intelligence (AI) is rapidly transforming digital marketing in Southeast Asia. It’s no longer just about reaching people on their phones—now it’s about connecting with them wherever they are, whether it’s on YouTube, connected TVs, websites, or even while they’re playing a game.
Customer Insights and Personalisation
Have you ever noticed how some brands seem to know exactly what you want, almost like they’re reading your mind? That’s AI.
In a region as diverse as Southeast Asia, AI helps brands like Shopee and Lazada figure out what you’re into and serve up the perfect recommendations.
Whether you’re getting a product suggestion on their app or seeing a relevant ad while streaming on YouTube, AI is behind the scenes making sure it all feels tailored just for you.
Chatbots and Customer Service
We’ve all been there—needing help at odd hours or just not wanting to deal with a long wait time. That’s where AI-powered chatbots come in.
These little helpers are available 24/7 and can handle queries in multiple languages. Lazada, for example, uses chatbots to assist shoppers with everything from order tracking to product recommendations.
Whether you’re browsing late at night on your phone or checking something on your laptop, you can get quick, accurate answers without waiting from AI Chatbots.
Content Creation and Curation
Creating content that speaks to millions of people across Southeast Asia? AI has got that covered. It doesn’t just create content—it curates it, serving up what’s relevant for each user.
Zalora, for example, uses AI to recommend outfits based on your browsing history. This means that whether you’re on their app or website or even seeing their content on a connected TV, it feels like it was made just for you.
Programmatic Advertising
Ever felt like an ad was following you around the internet? That’s AI doing its job. Programmatic advertising powered by AI is all about putting the right message in front of the right person, at just the right time.
SQREEM is a big player in this space, helping brands in Southeast Asia optimise their ads across digital platforms—from YouTube and gaming apps to connected TVs.
And the best part? They do it all without cookies or personal data, making it privacy-friendly.
SEO and Voice Search Optimisation
With voice search on the rise, especially in places like Indonesia and Thailand, AI helps brands stay on top of how people are searching. Instead of typing out searches, people are now talking to their devices:
“Hey Google, where’s the best coffee shop near me?”
AI ensures that content is optimised for these conversational searches, so brands can be found easily across platforms—from websites to voice-activated assistants.
Email Marketing Automation
Think about the emails you get from your favourite brands—AI likely had a hand in making sure they arrived at just the right moment.
AI-powered tools like ActiveCampaign analyse when people are most likely to open emails and what they’re interested in. So, whether you’re checking your inbox on your phone, tablet, or laptop, AI makes sure the content is personalised and relevant.
Enhanced Data Analytics
In Southeast Asia’s fast-moving markets, staying on top of consumer trends is essential. AI-powered data analytics tools give brands like AirAsia real-time insights, helping them adjust their strategies on the fly.
Whether it’s for social media, connected TV, or in-app ads, AI helps brands react to changing behaviours and fine-tune their marketing efforts quickly.
Social Media Monitoring and Influencer Marketing
Southeast Asia loves social media, and AI is there to help brands track what’s happening in real-time. Platforms like Sprinklr use AI to monitor conversations, helping brands understand what people are saying and when.
AI also helps identify the perfect influencers to partner with—especially micro-influencers who can authentically connect with niche audiences in different countries.
Now, you might not even realise some influencers are entirely AI!
Image and Video Recognition
Visual content is a big deal, and AI helps brands figure out what kind of images and videos work best. Whether it’s tweaking a YouTube ad or adjusting visuals for connected TV, AI can analyse what gets the most engagement and optimise future campaigns.
Brands like Grab are already using AI to make their ads more appealing across platforms like connected TV and mobile.
Predicting Trends and Consumer Behaviour
Wouldn’t it be great to know what your customers want before they even ask? AI does just that.
By analysing data from apps, websites, and even connected TVs, brands like Shopee are using AI to predict shopping habits and adjust their marketing strategies. It’s all about staying ahead of the competition and giving customers exactly what they’re looking for.
Case Study: Shopee’s AI Success
Shopee is nailing AI integration. From personalised recommendations to optimised ad placements, they’ve made the shopping experience seamless across platforms. Whether you’re browsing on the app, desktop, or watching a connected TV ad, Shopee’s AI ensures the experience is smooth and relevant.
Data Privacy Concerns
As AI continues to grow, so does the importance of data privacy, especially in Southeast Asia where regulations like Singapore’s PDPA are strict.
Unlike many platforms, SQREEM takes a unique approach by not using cookies or any personal data. This allows them to help deliver effective, personalised ads while respecting users’ privacy through AI driven behavioural insights.
The Future of AI in Southeast Asia’s Digital Marketing
Looking ahead, AI will continue to revolutionise digital marketing in Southeast Asia. With innovations like virtual influencers and smarter machine learning, brands will be able to connect with consumers across all digital touch points—from gaming to connected TV—with even more precision and personalisation.
Marketers who embrace AI now will be the ones leading the pack.
Comment and Share:
How do you think the rise of AI in digital marketing will change the way brands interact with consumers in the next five years? Will we see a future where every ad and piece of content is perfectly tailored to our individual preferences, or is there a risk that personalisation could become too invasive?
Share your thoughts in the comments below as we hone our learning skills together, and don’t forget to subscribe for updates on AI and AGI developments.
You may also like:
- 7 Ways Marketers in Asia Can Leverage Generative AI to Win Big
- Revolutionising Marketing: The Impact of AI in Asia’s Business Landscape
- Or find out more about Adrian Watkins by tapping here.
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Marketing
Adrian’s Arena: The AI-Driven Playbook for Winning Over APAC Consumers
AI is reshaping customer experience (CX) across APAC, empowering brands to create personalised, culturally relevant, and secure interactions that resonate deeply with diverse audiences.
AI is reshaping customer experience (CX) across APAC, empowering brands to create personalised, culturally relevant, and secure interactions that resonate deeply with diverse audiences. AI customer experience in APAC is a game changer in the industry.
TL;DR
- AI is transforming CX in APAC by enabling brands to deliver experiences that feel both personalised and culturally relevant, boosting engagement and building trust.
- Personalisation: Brands that understand local tastes and customise experiences to meet those expectations consistently see greater engagement and loyalty.
- Multilingual Chatbots: AI-powered chatbots remove language barriers, enhancing customer satisfaction and retention
- Gen Z-Focused Campaigns: TotallyAwesome’s AI-driven ads connect with Gen Z on privacy and authenticity, improving engagement by up to 35%
- Visual Search & Dynamic Pricing: Rakuten’s visual search boosts transactions by 5%, and AI-driven pricing aligns offers with local events
- Enhanced Security: AI-driven fraud detection ensures secure transactions, building trust in mobile-first APAC markets
How AI is Transforming CX Across APAC
If one thing’s become crystal clear in running a successful business today, it’s this: customer experience (CX) isn’t just a box to tick—it’s the heartbeat of any brand. In the AI customer experience APAC industry, this is more relevant than ever.
In APAC, with its cultural variety and many languages, people expect brands to genuinely get them, speak their language, and offer real value. So, for business leaders, marketers, and media strategists here, the question isn’t if AI should play a role in CX—it’s how to make it resonate with audiences.
Here’s a look at how AI is shaping CX across the region—and where it’s heading.
Personalisation That Hits Home
Brands that understand local tastes and customise experiences to meet those expectations consistently see greater engagement and loyalty. According to Accenture, personalised experiences can increase customer satisfaction by up to 30%, particularly in markets with a high emphasis on relevance, such as Japan, South Korea, and Singapore, proving the potential of AI in customer experience APAC.
Example – APAC Ecommerce Personalisation: AI-powered recommendations based on browsing history, demographics, and past purchases have significantly increased customer satisfaction. Studies report up to a 30% boost in satisfaction and loyalty among users who experience tailored shopping journeys, particularly in mobile-driven markets like Japan and Singapore.
Chatting in Their Language
With APAC’s linguistic diversity, AI-powered chatbots have become vital for connecting with customers. Conversational AI in the telecom and e-commerce sectors offers 24/7 multilingual support, removing language barriers and enhancing satisfaction. Research shows that native language support reduces churn by up to 15% in markets where language accessibility is critical, which emphasises the importance of AI customer experience in APAC.
Culturally Tuned Campaigns for Gen Z
Gen Z is big on authenticity, privacy, and relevance, and AI helps brands deliver on these fronts. TotallyAwesome’s advertising platform connects with younger audiences in APAC by delivering culturally tuned, privacy-compliant campaigns that resonate with Gen Z values.
Visual Search That Feels Like Magic
Visual search is transforming the shopping experience, especially in APAC’s mobile-first markets. Rakuten’s AI-powered visual search feature on Rakuten Fashion allows customers to upload images and find similar products instantly, resulting in a 5% boost in search-related transactions. This intuitive shopping tool is redefining convenience and aligning with APAC consumers’ visual engagement preferences.
Dynamic Pricing That Feels Right
Effective localisation in APAC goes beyond language—it’s about aligning pricing with cultural events and real-time demand.
Real-Time Sentiment Monitoring
AI’s sentiment analysis tools help brands gauge customer emotions as they happen, enabling campaign optimisation in real time. Data-driven responsiveness ensures each interaction feels meaningful and aligned with audience sentiment.
Example – Adobe Sensei: Adobe’s AI platform analyses customer sentiment across social media, reviews, and surveys. By identifying sentiment trends, Adobe uses these insights to tailor marketing efforts and improve customer satisfaction, creating more personalised experiences in digital interactions.
Hyperlocal Content That Hits Home
Hyperlocal content, powered by AI, strengthens connections by aligning with regional preferences. For instance, streaming platforms in APAC use AI to recommend culturally popular content like K-dramas in Southeast Asia or anime in Japan.
Securing Digital Payments
With the rise of mobile payments in APAC, AI-driven fraud detection has become essential for secure transactions. Digital wallet providers in the region are using AI to flag suspicious activity, boosting user confidence in the safety of their transactions. This security, powered by AI, reduces fraud risks and retains customers by providing a reliable payment experience
Example – HSBC’s AI Fraud Detection: HSBC applies AI-based security measures to analyse customer transaction patterns, flagging suspicious transactions in real time. This approach has helped reduce fraud across APAC, as the bank leverages AI to monitor for anomalies in transactions and proactively secure customer accounts. By monitoring trends and identifying outliers, HSBC’s system protects against fraudulent activity, ensuring a secure experience for mobile-first APAC customers.
Looking Ahead: The Future of AI in CX
AI isn’t just enhancing CX in APAC—it’s reshaping it. From hyper-personalisation to real-time sentiment monitoring, AI lets brands connect in ways that feel genuine and relevant. As AI continues to evolve, we can expect even more from trends like generative AI for hyper-personalisation and predictive analytics to anticipate customer needs faster, representing the future of AI customer experience APAC.
Comment and Share
What role do you see AI playing in your CX strategy? And what’s the biggest challenge for adopting these technologies in APAC? Share your thoughts below—I’d love to hear how others are embracing these changes. And don’t forget to subscribe for updates on AI and AGI developments.
You may also like:
- Adrian’s Arena: AI is Shaping the Future of Marketing to Gen Z in Southeast Asia
- Adrian’s Arena: How AI is Reshaping Industries and Shaping Our Future
- Adrian’s Arena: East Meets West – Contrasting AI Partnership Strategies for OpenAI
- Or find out more about Adrian Watkins by tapping here.
Author
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Marketing
Adrian’s Arena: AI is Shaping the Future of Marketing to Gen Z in Southeast Asia
Gen Z is transforming marketing in Southeast Asia. Learn about their preferences for personalised experiences and values-driven consumerism.
TL;DR
- Gen Z is driving the evolution of marketing in Southeast Asia, with a preference for personalised, authentic experiences across platforms like gaming and social commerce.
- AI-powered platforms, such as SQREEM Technologies and TotallyAwesome, enable brands to engage Gen Z without relying on invasive tracking, using behavioural insights instead.
- Values-driven consumerism is key, with Gen Z seeking brands that align with their values, especially around sustainability, authenticity, and social responsibility.
- Rewarded video ads and personalised social commerce are effective tools for engaging Gen Z, allowing brands to connect in ways that add value without disrupting the user experience.
- Trust and privacy are paramount—Gen Z expects brands to be transparent about how they use AI, with a growing demand for experiences that respect privacy.
Gen Z: Redefining Mobile Marketing in Southeast Asia
There’s no denying it: Generation Z is reshaping how brands connect with consumers, especially on mobile.
In Southeast Asia, where mobile penetration continues to rise, Gen Z is driving a shift in how we approach advertising. Whether through mobile gaming, social commerce, or general mobile use, brands that understand this generation’s behaviour are well-positioned to capture their attention. And to do this effectively, AI has become a crucial tool.
In this article, we’ll explore this in more detail and explore how brands can leverage AI-powered platforms like SQREEM Technologies and digital contextual marketing solutions like TotallyAwesome to stay ahead in this competitive market – all the while keeping the Gen Z’s user privacy intact.
Understanding Gen Z in Southeast Asia
Gen Z, born between the mid-1990s and early 2010s, is the first generation to grow up fully immersed in technology. In Southeast Asia, where mobile penetration is above 76%, this generation is spending more time on mobile devices than ever before, whether gaming, streaming, or engaging with brands.
Short-form video is also a major trend with Gen Z, with platforms like TikTok leading the charge, as seen in the latest GWI data, which highlights a sharp rise in short-form video consumption, particularly for sports.
Singaporean Gen Zs: How AI and Digital Marketing Shape Their Experience
Singaporean Gen Zs stand out for their high engagement with digital platforms. Despite representing just 1% of Southeast Asia’s population, Singapore contributes 23% of Grab’s revenue, underscoring the strong digital engagement of its consumers.
Additionally, 69% of Asian Gen Zs feel uncertainty is detrimental to their mental health. As such, brands that create community, emphasise well-being, and promote authentic interactions will resonate more strongly with Gen Z.
How AI Can Help You Reach Gen Z Without Invasive Tracking
One of the most important things to highlight is that neither SQREEM Technologies nor TotallyAwesome relies on PII (personally identifiable information) or cookies to deliver personalised experiences. Both companies use AI to analyse behavioural signals that allow for deep personalisation without the need to collect sensitive data. This is crucial when marketing to Gen Z, a generation that values privacy and expects transparency from brands.
Gen Z’s preference for values-driven consumerism and their need for authenticity have made it necessary for brands to build relationships based on trust. AI allows companies to personalise their communication without sacrificing privacy or trust, maintaining alignment with Gen Z’s values.
1. AI-Driven Personalisation for Mobile Marketing
Gen Z expects brands to understand their preferences and deliver experiences tailored to them. AI is what enables that level of personalisation without relying on invasive tracking methods. Platforms like SQREEM Technologies analyse behavioural patterns and deliver ads that resonate—at exactly the right moment. This allows brands to connect with their audience without sacrificing trust or privacy.
2. Rewarded Video Ads: Adding Value Without Disruption
Let’s face it—Gen Z is savvy, and they’re not fans of ads that interrupt their experience. That’s why rewarded video ads have become a smart, non-intrusive way to engage this generation. AI helps predict the best moments to serve these ads, making sure they feel like a natural part of the mobile experience.
3. AI-Powered Social Commerce
Gen Z doesn’t just engage with content—they also shop directly within mobile apps. AI is revolutionising social commerce by predicting purchasing behaviour and creating personalised shopping experiences. With tools like those provided by TotallyAwesome, brands can offer products that align perfectly with Gen Z’s interests, right within the apps they already use.
Measuring Effectiveness: AI’s Real Power
1. Real-Time Data for Smarter Decisions
When it comes to measuring the success of campaigns, impressions and clicks only tell part of the story. AI provides deeper, real-time insights into how Gen Z interacts with your brand across different platforms. SQREEM Technologies tracks behaviours across mobile, social, and gaming environments, giving brands a holistic view of their impact.
2. Cross-Channel Integration
Gen Z is constantly shifting between platforms—from gaming apps to social media and back. AI helps brands track these interactions seamlessly across multiple touchpoints, ensuring consistent messaging and engagement.
AI-Driven Trends to Watch
1. Playable Ads and Interactive Experiences
AI is making interactive ads, like playable ads, even more engaging. These ads allow users to interact with a product or service in a game-like environment before downloading or purchasing it. For Gen Z, who craves control and interactivity, AI-driven playable ads offer a fun, non-intrusive way to explore new products.
2. Virtual Goods and NFTs
AI is also helping brands navigate the growing world of virtual goods and NFTs. By predicting which digital products will resonate most with Gen Z, AI is helping companies create exclusive virtual items that tap into their interests—whether in mobile games or social platforms.
The Future of AI and Gen Z: Building Authentic Connections
AI is transforming how we engage with Gen Z, especially when it comes to mobile marketing. Platforms like SQREEM Technologies and TotallyAwesome are using AI to deliver hyper-personalised, non-intrusive experiences—without relying on PII or cookies. This approach aligns perfectly with Gen Z’s expectations for privacy and personalisation.
As AI continues to evolve, so too will our ability to meet Gen Z exactly where they are—on their mobile devices, across games, social platforms, and beyond.
Comment and Share:
How will your brand adapt as AI reshapes Gen Z’s expectations for personalised, meaningful interactions—and do you feel you need AI to do this yet? Share your ideas and experiences with AI and AGI technologies in the comments below. And don’t forget to subscribe for updates on AI and AGI developments.
You may also like:
- Adrian’s Arena: How AI is Reshaping Industries and Shaping Our Future
- Adrian’s Arena: East Meets West – Contrasting AI Partnership Strategies for OpenAI
- AI and Asian Gen Z is A Slang-Filled Digital Dialogue
- Or find out more about Adrian Watkins by tapping here.
Author
Discover more from AIinASIA
Subscribe to get the latest posts sent to your email.
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