Firdaus Abhar Ali

Engineering Manager - AI, Contact Center & Engagement AirAsia

Firdaus Abhar Ali is Engineering Manager for AI Contact Center & Engagement at AirAsia. He oversees Chatbot, Contact Center/CRM, and the MOVE SuperApp (frontend & backend), guiding strategy, architecture, and cross-functional teams. Previously Head of Engineering at Green Packet, Firdaus specialized in cutting-edge IoT, AI, and Blockchain solutions, reporting directly to the Group CEO. He also contributed to FDA Class-II 3D printing projects at Materialise NV, and short stint with SomnoMed for Medical Devices; bringing a unique blend of compliance-focused R&D and rapid innovation to the airline sector.

Day One - 20 May 2025

11:00 AM Using Conversational AI to Optimise CX: AirAsia’s Journey

AirAsia has significantly transformed its customer support operations, reducing the number of live agents from 1,500 to under 100 by leveraging Conversational AI. This session will explore how AirAsia is optimizing customer experience (CX) through automation, cloud infrastructure, and AI-driven workflows. We will discuss the strategies behind their centralized customer journey approach, chatbot advancements, and telephony service enhancements, all aimed at creating a seamless customer experience.

Session Objectives:

  • Understand how AirAsia has successfully scaled down its live agent workforce while enhancing CX.
  • Explore the role of Conversational AI in automating customer interactions and improving efficiency.
  •  Discuss the importance of cloud infrastructure in assessing and optimising customer journeys.
  • Analyse the impact of AI-driven chatbots in predicting user behaviour and handling complex queries.
  • Examine the modernisation of customer engagement workflows and its impact on user satisfaction.
  • Learn how AirAsia measures success through NPS, customer surveys, and case resolution rates.