As a tourism precinct that serves 17m visitors annually, Sentosa leverage AI across Experience, Operations and Staff for impact and value creation at a precinct level. In this session, we will share how AI is used as an enabler of value:

• Application of GenAI across guest experience, operations and staff enablement to reduce friction, improve access to information and support better decision-making at scale.
• Using GenAI to handle high-volume, repeat guest enquiries such as wayfinding, maps and general information, freeing frontline teams to focus on higher-value interactions.
• Building trust and confidence in GenAI through strong governance, clear guardrails and stakeholder alignment in a public-sector environment.
• Delivering measurable impact by contributing to a CSAT uplift from 1.6 to 4.3 within months of deployment while bringing internal teams and island partners on the transformation journey.

Kelly Yoong

CDO & Director
Sentosa Development Corp

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• Adapting communications to the behaviours, preferences and cultural nuances of mobile-first audiences

Ananditha Mayasari

Assistant Vice President and Head of Marketing
Kopi Kenangan

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• Exploring how CX, digital and contact centre teams are building shared accountability for customer outcomes

Fatimah Hussein

Head of Department
RHB

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Xavier Chia

Head of Customer Service
Pacific International Lines

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Rajesh Grover

Group Vice President of Artificial Intelligence, Digital and Omnichannel
Kanmo Group

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Lolitta Suffian

SVP CX
Bank Simpanan Nasional

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With Asia representing its largest and most diverse fanbase, the NBA must tailor its positioning, content, and engagement strategies market by market. This session explores how the league blends localisation, partnerships, and AI-driven personalisation to grow fandom, nurture loyal audiences, and power its direct-to-consumer ecosystem.

• Localising marketing and content strategy to reflect each country’s maturity - whether building new fandoms, nurturing existing communities, or partnering with local cultural icons like K-pop stars

• Using big data and AI to personalise the experience across the NBA ecosystem, enabling fans to follow specific players, teams, storylines, and game moments

• Leveraging technology to simplify the sheer volume of games and content, helping fans find what matters most to them

• Strengthening the league’s direct-to-consumer funnel through personalised journeys that drive League Pass adoption and deeper long-term engagement

Antoine Nazaret

Associated Vice President Digital Marketing & Growth
NBA

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• Understanding what today's customers expect in exchange for their data, and where personalisation starts to feel intrusive rather than valuabl
• Designing insight strategies that prioritise relevance, transparency and consent, rather than volume or surveillanc
• Using analytics to identify when personalisation adds value, and when simplicity, consistency or choice matter mor
• Balancing regulatory requirements, data governance and customer trust while still delivering differentiated experiences at scale 

Emma Cabochan

Senior Vice President of Legal Services and Head of Data Privacy
Asia United Bank

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• Combining customer feedback, digital behaviour and service interaction data to pinpoint moments that most strongly influence satisfaction and retention
• Moving beyond average CSAT scores to uncover specific breakdowns across billing, onboarding and digital engagement journeys
• Using analytics to prioritise CX investments and focus improvement efforts where they would deliver the greatest commercial and customer impact.
• Measuring success through improvements in digital adoption, engagement levels and overall customer trust 

Melody Lim

Head of Customer Experience
Aboitiz Power

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• From Insights-on-Demand to Data Intelligence System: How the Insights function moved from reactive support to a predictive intelligence system that informs every major brand decision - across Proposition, Place, Price, Pack, Promotion, and Product.
• From Insight to Income: The customer decisions this system informed - predicting demand and innovation success, sharpening pricing and pack-price decisions, optimising media investment, identifying moments that matter for occasion-led communication, lifting creative effectiveness, and converting customers at the moment of truth — and how they delivered 15%+ demand growth in one of the most competitive snacking markets.
• The Engine Underneath: The 16 AI experiments that powered the transformation across 10+ markets in Asia Pacific, Middle East and Africa, the "better, faster, cheaper" filter that killed 6 and embedded 10 into commercial decisions, and the small, business-savvy team that built it.

Imran Khan

Regional Insights & Analytics Lead | AMEA Snacks
Mars Snacking

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• Examining how leading organisations are transforming raw customer data into insight that informs design, service and strategy.
• Discussing how to connect voice-of-customer, operational and behavioural data to uncover actionable intelligence
• Highlighting the systems, skills and leadership required to turn analytics into meaningful change rather than dashboards 

Yash Sheth

Head of Customer Lifecycle Strategy GoFood
Gojek

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• Transforming raw customer data into meaningful insights that drive engagement

Eduardo Imperial

Head Customer Success Management APACME
Vodafone Business

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Dinesh Ramchandani

Director, Data and Analytics
Unilever

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Yash Sheth

Head of Customer Lifecycle Strategy GoFood
Gojek

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In highly regulated healthcare environments, adopting AI is as much a people and change challenge as it is a technology one. This session explores how Siemens Healthineers Customer Services successfully drove AI adoption across its teams while keeping customer experience and patient care at the core of decision-making.

• Taking a structured, customer-centric approach to AI adoption that builds confidence, trust, and frontline buy-in in a regulated healthcare context.
• Using data and insight to measure both quantitative and qualitative impact - from operational performance to experience outcomes.
• Balancing compliance, governance, and innovation without compromising on care quality or customer trust.
• Embedding AI as an enabler of better decision-making and service delivery, rather than a replacement for human judgement 

Ricardo Ramires

Head of Customer Services Asia-Pacific, Diagnostics, Siemens Healthineers
Siemens Healthineers

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Exploring how Shakey’s expanded its contact center mandate by embedding structure and intelligence into its feedback and recovery operations at scale.

• Unifying service operations across voice, social, delivery, franchise, and IT channels to eliminate silos, reduce friction, and streamline resolution
• Rolling out “Project Sherlock”, a feedback automation initiative that enables real-time tagging, routing, and tracking of customer concerns
• Transitioning public-facing customer feedback into a centralised, trackable recovery framework—boosting accountability, speed, and customer trust

The result: A more responsive, data-driven service ecosystem where every complaint becomes an opportunity to recover and improve. 

Joyce Espinoza

Head of Business Process and Contact Center
Shakey's Philippines

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• Using interaction, journey and operational data to identify the root causes of repeat contacts and service failure
• Applying AI to route customers to the right channel, agent or resolution path in real time
• Empowering frontline teams with context and insight to resolve issues faster and with greater confidence
• Measuring impact through improvements in first-contact resolution, effort reduction and customer satisfaction 

Dr Angel Lo

Director of Marketing Communications APAC
Olympus APAC

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Dr. Kartina Sury

Asia Regional Leadership Council
CXPA

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Metro Singapore has relaunched its flagship loyalty programme, Treasured, redefining how a heritage retail brand engages, personalises, and rewards today’s increasingly experience-driven shopper. This session explores how Metro rebuilt its loyalty strategy to deepen emotional connection, strengthen customer insight, and deliver measurable commercial impact.

• Revamping the loyalty value proposition to shift from transactional rewards to meaningful, relationship-led engagement

• Building a unified customer profile by integrating purchase, digital, and behavioural data to power more relevant and personalised interactions

• Designing modern tiers, benefits, and experiential elements that reflect evolving customer expectations and shopping behaviours

• Activating real-time personalisation to deliver the right offers, content, and service moments across touchpoints

Roxanne Lim

CRM and Customer Loyalty Manager
Metro Singapore

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• Unpacking the current imbalance between automation and human intervention
• Redefining the value of human capability as automation reshapes customer engagement
• Developing adaptive skills and emotional intelligence as core competencies for the modern service workforce
• Aligning leadership behaviours with empowerment, ownership and continuous learning 

Babul Balakrishnan

Senior VP, Customer Experience (Cx)
Thunes

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Kirk Chua

Customer Service Lead, Associate General Manager, Airport Operations Services
Changi Airport Group

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Irene Lim

Assistant Vice President of Customer Relations
The Ascott Limited

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In an era of information overload, brand awareness alone is no longer enough to drive growth. Across APAC's most competitive categories, the brands gaining market share are not necessarily the loudest - they are the ones that understand and influence the complex, non-linear space between initial trigger and final purchase decision. Drawing on experience across health, wellness and FMCG, this session explores the concept of the "Consideration Gap" and what marketers must do to close it.

• Understanding why high-awareness brands still lose market share despite strong visibility and reach
• Mapping the messy, non-linear decision-making journeys where consumers repeatedly reassess and revalidate choices
• Applying behavioural science and modern consumer frameworks to influence consideration more effectively across channels
• Redesigning marketing and customer journeys to reduce friction, build confidence and accelerate conversion 

Pragya Mehra

Global Equity & Communications Marketing Manager, Johnson's Baby
Kenvue

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• Revealing the uncomfortable realities behind inflated metrics, engagement volatility and misaligned creator–brand relationships

• Identifying the signals that distinguish genuine influence from short-lived reach, and why most brands optimise for the wrong outcomes

• Reframing influencer strategy around credibility, community and connection rather than vanity metrics or one-off campaigns

• Demonstrating how to rebuild trust and ROI by aligning influencers with behaviour change, brand integrity and consumer expectations

Jamie Say

Head of Marketing
Ego

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• Activating authentic member stories, community advocacy and peer validation to build trust in high-consideration lifestyle and wellness categories

• Bridging marketing and service teams to ensure consistent messaging from acquisition to resolution

Adelise Ashdown

Regional Global Head of Marketing, Brand & Client Experience Lead (APAC)
Jones Lang LaSalle

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Wanda Pascua

Head of Marketing
Tonik

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Antoine Nazaret

Associated Vice President Digital Marketing & Growth
NBA

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• Rethinking partnerships as a strategic growth engine rather than a branding exercise
• Designing collaborations that deliver both brand equity and measurable commercial outcomes
• Maximising the value of large-scale partnerships and sponsorships across multiple touchpoints
• Translating partnership activity into customer engagement, conversion and long-term value 

David Chung

General Manager – Marketing and Customer Relationship
Trans Eurokars Pte Ltd (Mazda)

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Take a break and use this time to network with your fellow industry peers at our Exhibition Hall!

• Repositioning the customer centre as a key brand touchpoint and community builder

Felicia Cao

Head of APAC Contact Centre Operations
LEGO Singapore Pte Ltd

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Vivian Miao

Organizational Development Director - Global Customer Support Center
Trip.com

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• Identifying where personalisation truly adds value across the end-to-end attendee journey, and where it is often over-engineered
• Using data, AI, and journey design to create relevant, meaningful experiences without multiplying content or operational effort
• Balancing scale and simplicity when delivering personalised touchpoints across registration, content, networking, and post-event engagement
• Applying practical frameworks and real-world approaches to deliver high-impact personalisation without requiring major major technology investment

Chanelle Wang

Head of Experience Marketing for East Asia
Schneider Electric

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Exploring how IHH Healthcare Singapore is strengthening its patient experience culture by reconnecting employees with purpose, care and service excellence.

• Embedding CX as a shared organisational responsibility across all departments - from F&B to clinical care

• Implementing the “People-Patient Experience” strategy to achieve positive employee experience with positive patient outcomes

• Using technology and AI to simplify daily work and free staff to focus on care

• Building a patient experience roadmap that fosters empathy, accountability and pride in service

Hui Hwa Koh-Minjoot

Vice President & Head, Allied Health, Patient Experience
IHH Healthcare Singapore

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In digital wealth, effective growth depends on how well acquisition, lifecycle marketing, and media reinforcement work together. This session explores how StashAway has built a closed-loop model in which first-party data informs acquisition, CRM journeys shape progression and repeat engagement, and always-on media presence keeps the brand visible across moments that matter. By linking these elements more deliberately, growth becomes more efficient, more targeted, and more durable.

• Turning first-party data into a stronger acquisition feedback loop
• Using CRM to shape both customer progression and ongoing engagement
• Sustaining visibility across key decision-making moments to keep intent warm and reduce drop-off
• Bringing channel, journey, and customer signals into closer alignment
• Focusing on growth quality, not just growth volume

Seong Yee Teoh

Head of CRM and Digital Marketing
Stashaway

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• Demonstrating how marketing contributes to measurable business outcomes beyond awareness in complex, high-consideration environments
• Linking diagnostic, operational, and customer KPIs to broader organisational value for stakeholders across the business
• Using pre- and post-implementation measurement frameworks to quantify impact and strengthen long-term customer relationships
• Aligning marketing, sales, and customer teams to communicate value consistently throughout multi-year contracts 

Anurag Bhargava

Area Marketing Director for Asia Pacific, Core Diagnostics
Abbott Laboratories

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