CX technology is shaping the direction of customer experience (CX) in Asia-Pacific more than ever before. The APAC findings from the latest CX Network Global State of CX report shows that practitioners are under growing pressure to integrate artificial intelligence (AI), data analytics and new digital tools into their strategies. At the same time, customers themselves are beginning to use AI in ways that influence how they interact with brands. Against this backdrop, governance structures and investment priorities around CX tech are becoming crucial across Asia-Pacific.
Here discover five of the most important developments shaping CX technology in the region, according to survey responses from practitioners across Asia-Pacific.
1. Technology dominates the CX agenda
Eight of the 10 top CX trends named in the survey by APAC practitioners are technology-driven:
- Generative AI chatbots and virtual assistants (43 percent).
- AI-powered technologies for operations (38 percent).
- Generative AI for marketing and hyper-personalization (35 percent).
- Automation (25 percent).
- Conversational AI chatbots and virtual assistants (18 percent).
- Digital CX (18 percent).
- Data analytics and utilization (15 percent).
- Predictive analytics (13 percent).
These results show that AI, automation and data capabilities are defining how CX is being developed across the region. Practitioners are concentrating on tools that help them improve decision-making, deliver faster service and create more personalized interactions at scale.
Infobip’s repositioning in 2025 reflects this direction of travel. Earlier this year the company announced that AI would be the standard for CX across Asia-Pacific, with intelligent communication tools embedded into digital journeys for clients in telecoms, retail and financial services – just one example of how technology is being woven into the fabric of CX strategy in the region.
2. Governance is lagging behind GenAI adoption
Generative AI is now central to customer experience strategies, but the structures to manage it are still catching up. In APAC, only 37 percent of respondents said they have an organization-wide approach to GenAI governance and best practice, while almost half (49 percent) admit they do not. A further 14 percent are unsure, highlighting a governance gap that could create challenges as adoption accelerates.
The picture is all the more concerning when set against the speed of investment and adoption. A recent CX Network report on global GenAI governance pointed out that enthusiasm for experimentation is far outpacing the development of policies and oversight. Many organizations are moving quickly to deploy generative AI tools in areas such as customer communication, knowledge management and marketing, but an absence of governance frameworks could expose them to risks around bias, compliance and customer trust. Without clear guardrails, organizations risk undermining the very experiences they are trying to improve.
As adoption grows, the survey results suggest that APAC brands should put governance frameworks in place or risk damaging both trust and outcomes.
3. Generative AI and data analytics deliver results
Respondents are clear about which technologies are making a financial difference. Some 47 percent of APAC practitioners said generative AI has already had a positive impact on profits, while 81 percent pointed to data analytics as a proven driver of performance. These figures reinforce the business case for investing in data-led and AI-enabled approaches to CX.
These results also challenge the perception that some of these technologies are still experimental. Data analysis is increasingly seen as a baseline capability, essential for understanding customer behavior and identifying growth opportunities. Generative AI, meanwhile, has evolved from early trials to proven impact in recent years, as APAC organizations move quickly to turn innovation into performance gains.
DBS Bank of Singapore offers one of the clearest examples of measurable impact. It reported that its data analytics and AI initiatives generated more than S$750m in economic value in 2024. It expects that figure to exceed S$1bn in 2025, according to The Business Times.
DBS’s annual report says it has deployed more than 1,500 AI and machine learning models covering more than 370 use cases, including customer engagement, fraud detection and risk management, which have together delivered measurable operational and financial value.
4. Preparation is becoming a priority
The 2025 survey indicates that CX leaders in APAC are strengthening internal collaboration and skills to support the next stage of technology adoption. Some 82 percent of APAC respondents said collaboration between CX and other departments such as IT and operations has increased over the past year, while 86 percent reported new measures to improve data security.
Skills development is also a major focus, with nearly half of practitioners training their workforces in journey mapping (49 percent), new service tools (45 percent), and AI or data regulation (37 percent).
A prime example of this skills focus is Ricoh Asia Pacific, which partnered with Microsoft in 2025 to launch AI Learning Week, a regional program designed to build staff competence and confidence in using AI responsibly. Such initiatives are recognition that effective technology adoption depends on people, processes and culture working together.
5. Investment in new tools is accelerating
APAC organizations are actively modernising their CX technology to stay ahead of customer expectations and competitive pressure. According to the survey, 55 percent of practitioners plan to expand or upgrade their CX systems within the next year, making investment in new tools the most common response to emerging trends. Combined with rising budgets for analytics, AI and digital experience platforms, the results point to significant technological renewal across the region.
APAC brands are coupling investment in new technologies with practical applications that enhance both customer and partner experience. Grab is a case in point. In 2025 the company launched an AI Centre of Excellence in Singapore and rolled out agentic AI features for drivers and merchants across Southeast Asia.
The pattern emerging across the region is one of purposeful investment, where technology is being applied to solve operational challenges and improve real customer outcomes.
CX tech priorities
CX leaders in APAC are entering the year with clear priorities. Generative AI, data analytics and digital innovation are driving measurable results, while customer behavior is evolving just as quickly as the technology itself.
Taken together, the survey findings show a market focused on progress that lasts, where technology, skills and culture are being aligned to deliver measurable gains in CX.
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