The customer engagement landscape is rapidly evolving. AI-driven innovations, shifting consumer expectations, and a dynamic business environment are fundamentally changing how brands connect with their audiences. Businesses that fail to adapt risk falling behind—just as Kodak, Blockbuster, and Yahoo did when they ignored industry shifts. To stay competitive, organizations must embrace new strategies and technologies to engage customers effectively. This new eBook from CleverTap explores five critical customer engagement trends for 2025 that businesses cannot afford to ignore.

From push to pull: The next wave of customer interaction

First, traditional marketing methods, such as push notifications and email campaigns, are losing their effectiveness. Consumers are overwhelmed by excessive notifications, leading to engagement fatigue. Instead of brands pushing content onto users, customers now prefer to take control, actively seeking out information when needed and on the channel they want it.

To stay relevant, businesses must integrate AI-powered chatbots and interactive interfaces that facilitate dynamic, two-way interactions. These intelligent systems should respond contextually to customer queries, providing relevant information on demand rather than relying on disruptive push-based engagement tactics. The shift from “push” to “pull” will define the next era of customer engagement.

Balancing personalization and privacy

Second, consumers want personalized experiences, but they are also increasingly aware of data privacy concerns. With stricter regulations such as GDPR and a growing emphasis on first-party data collection, businesses must strike a balance between personalization and ethical data practices.

Transparency and trust will become the foundation of customer relationships. Companies need to prioritize explicit user consent, provide clear data usage policies, and ensure that personalization efforts genuinely add value to the customer experience. The future of personalization will focus on delivering meaningful, contextually relevant interactions without compromising customer privacy.

Also read: Ecosystem Roundup: SEA’s insurtech funding drops 61% in 2024 | Grab’s revenue grows 19% to US$2.8B | Kiren Tanna steps down as Una Brands CEO

The rise of AI agents in customer engagement

Third, AI-powered digital assistants and copilots are revolutionizing how businesses interact with their customers. These AI agents go beyond simple chatbots by providing real-time sentiment analysis, optimizing product adoption, and offering hyper-personalized customer support.

By leveraging AI-driven tools, businesses can enhance operational efficiency while improving customer satisfaction. AI agents will play a crucial role in automating customer engagement, enabling brands to provide 24/7 assistance, predict customer needs, and deliver seamless user experiences across multiple touchpoints.

Customer retention remains the number one priority

Finally, as economic uncertainties persist, acquiring new customers is becoming more expensive and challenging. Businesses must shift their focus from aggressive acquisition strategies to strengthening customer retention. Those who don’t adapt to this trend will fail to grow their brand.

Personalized loyalty programs, predictive analytics, and data-driven engagement strategies will be key to keeping customers engaged and reducing churn. By investing in customer experience and building long-term relationships, businesses can ensure sustained growth and profitability.

Why this matters for your business

These trends are clearly reshaping customer engagement across industries, including retail, fintech, BFSI, ecommerce, gaming, and hospitality. Businesses that adapt to these shifts will not only stay relevant but also foster stronger customer relationships, enhance engagement, and drive revenue growth.

CleverTap stands out in the customer engagement landscape for its comprehensive solutions and innovative AI-powered capabilities. The latest Gartner Magic Quadrant report outlined several of its key strengths. First is customer appeal, boasting one of the highest growth rates in 2023. This is largely due to its ability to automate customer journeys across multiple touchpoints, ensuring seamless engagement.

Another key strength is embedded AI, which enhances customer engagement through intelligent automation. CleverTap’s AI-driven tools enable businesses to optimize customer journey routing and leverage generative AI (GenAI) for content creation, such as its Scribe feature that generates emotionally relevant messages across multiple channels.

Additionally, CleverTap’s sales viability is a significant differentiator. With a robust reseller network, an established global referral program, and a dedicated customer advocacy initiative, CleverTap has successfully expanded its reach in trusted environments, accelerating its growth and market influence.

Also read: The smarter way to fundraise: How Marquee Equity helps startups secure investment

Conquer the future of customer engagement

Learn more about these trends and get actionable strategies from CleverTap’s 2025 Customer Engagement Trends eBook. Download now to stay ahead of the curve and future-proof your customer engagement strategy!

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This article is produced by the e27 team, sponsored by CleverTap

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The government of Indonesia has officially launched its new sovereign wealth fund, Daya Anagata Nusantara Indonesia (Danantara Indonesia), with a massive US$20 billion earmarked for its initial investment phase.

President Prabowo Subianto unveiled the fund, also known as Danantara Indonesia, at a formal ceremony.

According to a Reuters report, Danantara aims to boost Indonesia’s economic growth from approximately 5 per cent to 8 per cent through strategic investments.

Danantara Indonesia is designed to manage over US$900 billion in assets to stimulate development within Southeast Asia’s largest economy. It will operate independently from the Indonesia Investment Authority (INA), the country’s first sovereign wealth fund, which currently manages US$10.5 billion in assets with co-investors like the Dutch pension fund APG Asset Management and Abu Dhabi Investment Authority.

The fund will consist of two units: a holding company to oversee state-owned enterprises (SOEs) and an investment arm.

Also Read: Malaysian sovereign wealth fund Khazanah leads US$15.3M Series B round of PolicyStreet

A significant portion of Danantara’s initial investments will target technology and innovation. This includes:

Artificial intelligence development: Specific projects in AI are set to receive funding, signalling Indonesia’s ambition to become a key player in the AI landscape.

Metal processing: Investments in nickel, bauxite, and copper processing indicate a focus on leveraging Indonesia’s natural resources with advanced technologies.

Renewable energy: Renewable energy projects are included in the investment plan, highlighting a commitment to sustainable technology.

The fund will be led by Investment Minister Rosan Roeslani, formerly of Recapital Group, as Chief Executive. Pandu Sjahrir, from Indies Capital and AC Ventures, will head Danantara’s investment arm.

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Aung Kyaw Moe, founder of Singapore-headquartered global payments company 2C2P, has announced his departure from the CEO position after leading the company for 22 years.

Moe announced on LinkedIn that he will be stepping down in the first week of April 2025.

Thai Khun Piyachart, CEO of 2C2P Thailand, will also be stepping down.

“With 2C2P in good hands, I am thrilled to embark on new adventures. As a DBA Candidate at the Sasin School of Management, I will dedicate some of my time to my research: How Southeast Asia Startups Succeed and Fail—Understanding the Growth Gap. I am also working on my memoir, “Red Kite,” recounting my personal and entrepreneurial journey. And I can’t wait to spend more time flying my little plane to new places and meeting new people,” Moe said in the post.

Also Read: 2C2P sets up VC arm to make strategic investment in payments firms in Southeast Asia

Moe reflected on the journey, acknowledging the failures, triumphs, setbacks, and encounters that have shaped the fintech firm.

Founded in April 2003 in Bangkok, Thailand, 2C2P emerged even before the term fintech gained widespread recognition. The firm helps businesses securely accept payments across online, mobile and in-store channels.

Headquartered in Singapore, 2C2P operates across Southeast Asia and Hong Kong.

In April 2022, Ant Group’s international business arm acquired a majority stake in 2C2P to develop integrated products and solutions with its Antom merchant payment and digitisation platform.

In a separate LinkedIn post, Gary Liu, General Manager, Antom, said: “Under Aung’s visionary leadership, 2C2P has achieved remarkable milestones, solving complex payment challenges for enterprise merchants across the region and earning its reputation as a trusted payments partner. These accomplishments stand as a testament to Aung’s unwavering dedication, strategic foresight, and ability to inspire teams to deliver excellence.”

Liu also noted that the company would appoint a capable CEO to guide the team forward, building on the strong foundation Aung has established. “Antom and 2C2P have built on our joint innovation and ecosystem reach to serve leading global and local merchants, driving their transformation and growth in Southeast Asia. Amidst the region’s evolving digital transformation and payments landscape, Antom and 2C2P will remain at the forefront of this evolution as one unified team. Our shared mission is to empower merchants of all sizes with cutting-edge solutions and world-class services, continuously fueling their growth so that they can thrive in a digital era.”

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The recent retreat in global risk sentiment, driven by a cocktail of weaker-than-expected US economic data and shifting investor moods. The numbers coming out of the US last week painted a concerning picture: manufacturing growth slowed more than anticipated, services took an unexpected dive into contraction territory, and consumer sentiment, as measured by the University of Michigan, slumped to its lowest level since November 2023.

Add to that the spectre of rising inflation expectations, and it’s no surprise that markets reacted with a collective wince. Major US equity indices ended Friday in the red, with the MSCI US index dropping 1.8 per cent, led by steep declines in Consumer Discretionary (down 2.7 per cent) and Information Technology (down 2.5 per cent). Treasury yields also pulled back, with the 10-year dipping seven basis points to 4.42 per cent and the 2-year falling 6 basis points to 4.20 per cent.

Meanwhile, the US Dollar Index edged up 0.2 per cent, hitting a high of 106.74 before settling at 106.61. Gold, despite a slight 0.1 per cent dip on Friday due to profit-taking, is still on track for an eighth consecutive weekly gain, buoyed by safe-haven demand tied to uncertainty over President Donald Trump’s tariff proposals. Brent crude, however, slid 2.7 per cent, reflecting jitteriness over a potential Ukraine peace deal.

Over in Asia, the mood was a bit more upbeat, with the MSCI Asia ex-Japan index climbing 1.76 per cent to notch a sixth straight week of gains, powered by a rally in Chinese tech stocks—Hang Seng soared 4.0 per cent, CSI 300 rose 1.3 per cent, and TAIEX gained 1.0 per cent. Germany’s election results, announced this morning, aligned with polls, with Friedrich Merz’s conservative bloc taking nearly 29 per cent and the far-right Alternative for Germany doubling its share to over 20 per cent. Asian markets opened mixed today, but US equity futures suggest a rebound might be on the horizon.

Let’s unpack this a bit.

TheUS data from S&P Global was a double whammy—manufacturing PMI for February came in weaker than economists had hoped, signaling a slowdown in one of the economy’s key engines. Even more surprising was the services PMI, which flipped into contraction after months of resilience. This isn’t just a blip; it’s a red flag that the US economy might be losing steam faster than anticipated.

The University of Michigan’s sentiment index dropping to its lowest in over a year only adds fuel to the fire. Consumers are clearly rattled, and the culprit seems to be inflation expectations creeping higher. With Trump’s tariff threats looming large—potentially slapping hefty duties on imports from China and elsewhere—households and businesses alike are bracing for higher costs. That fear is palpable in the equity markets, where riskier sectors like Consumer Discretionary and Info Tech bore the brunt of the sell-off.

Investors appear to be rotating out of growth stocks and into safer bets, as evidenced by the drop in Treasury yields. Lower yields typically signal a flight to safety, though the modest uptick in the US Dollar Index suggests some lingering confidence in the greenback as a haven currency amid global uncertainty.

Also Read: Navigating the capital winter: Strategies for successful fundraising in a slow market

Gold’s performance is particularly telling. Even with Friday’s slight retreat, its eight-week winning streak underscores how jittery investors are. Trump’s tariff talk isn’t just a domestic issue—it’s a global one. If he follows through, we could see supply chain disruptions, higher input costs, and a ripple effect across commodity markets. Gold thrives in times like these, and its resilience despite profit-taking shows that safe-haven demand isn’t going anywhere.

Brent crude’s decline, on the other hand, reflects a different dynamic. The prospect of a Ukraine peace deal could ease geopolitical tensions and reduce oil supply risks, but the uncertainty is keeping traders on edge. A 2.7 per cent drop isn’t catastrophic, but it’s enough to signal that energy markets are grappling with mixed signals.

Asia’s story offers a glimmer of hope amid the gloom. The MSCI Asia ex-Japan index’s 1.76 per cent bounce on Friday, driven by Chinese tech giants, suggests that some pockets of the global economy are still finding their footing. The Hang Seng’s 4.0 per cent surge was a standout, fueled by optimism around China’s tech sector, which has been clawing back ground after years of regulatory crackdowns.

The CSI 300 and TAIEX followed suit, though gains were more modest at 1.3 per cent and 1.0per cent, respectively. This resilience could be a sign that Asian markets are decoupling—at least temporarily—from US woes. China’s stimulus measures and a weaker yuan might be giving exporters a boost, while tech firms benefit from renewed investor appetite. That said, Monday’s mixed start in Asian equities hints that the rally might not have legs unless US markets stabilise.

Switching gears to Europe, Germany’s election results are worth a closer look. Friedrich Merz’s conservative bloc securing nearly 29 per cent of the vote isn’t a shock—polls had been pointing that way for weeks. What’s more eyebrow-raising is the Alternative for Germany (AfD) doubling its share to over 20 per cent. The far-right’s gains signal a growing populist undercurrent that could complicate Merz’s coalition-building efforts.

A Merz-led government might lean toward fiscal conservatism and tougher trade stances, which could clash with Trump’s tariff agenda and add another layer of uncertainty to global markets. For now, though, the immediate market impact seems muted—Asian equities didn’t flinch much this morning, and US futures are pointing to a higher open, suggesting traders are more focused on domestic data than Berlin’s political shuffle.

Then there’s the crypto angle, which feels like a subplot that’s gaining traction. Deribit’s push into Hong Kong is a fascinating development. The city, alongside Singapore, is racing to become Asia’s crypto hub, and Trump’s pro-crypto rhetoric is fanning the flames. Deribit’s chief commercial officer, Jean-David Péquignot, hit the nail on the head—Hong Kong’s appeal lies in its status as a financial nexus and its growing pool of family offices and asset managers dabbling in digital assets. This isn’t just about retail speculation anymore; institutional interest is picking up, and Hong Kong wants a piece of the pie.

Also Read: Looking at the global market dynamics: Cryptocurrencies, regulatory challenges, and the potential for market abuse

Singapore’s in the game too, with both cities rolling out regulatory frameworks to lure crypto firms. The broader market, however, is showing some cracks—AI Agents like ai16z, Fartcoin, and Turbo tanked over five per cent in the last 24 hours, though AIXBT bucked the trend with a 4.06 per cent gain. Ethereum’s holding steady, up 0.58 per cent, thanks in part to buzz around the Ethereum Ecosystem Conference.

But the real wild card is Ye’s “Swasticoin” stunt. His now-deleted posts teasing a token launch next week—after years of slamming similar projects—reek of provocation. Whether it’s a serious move or just Kanye being Kanye, it’s a reminder of how chaotic and hype-driven the crypto space can be. Investors would be wise to steer clear until the dust settles.

So, what’s my take on all this?

The retreat in global risk sentiment feels like a natural response to a US economy that’s flashing warning signs. Manufacturing and services data don’t lie—growth is slowing, and consumers are spooked. Trump’s tariff threats are amplifying the unease, pushing investors toward gold and away from equities. Asia’s resilience is a bright spot, but it’s fragile—dependent on China’s tech momentum and broader market stability.

Germany’s election adds a political twist, though it’s not the main event yet. And the crypto boom in Hong Kong and Singapore? It’s exciting, but the Ye drama underscores the sector’s volatility. We’re in a choppy phase—markets hate uncertainty, and there’s plenty of it to go around.

My gut says we’ll see more turbulence before any clear trend emerges, but if US futures are right, a short-term bounce could be in the cards. Long term, though, it’s anyone’s guess until we get more clarity on Trump’s policies and the US economic trajectory. Stay sharp—this ride’s far from over. Hope you like my observations for 24 February 2025.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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Let us pause and reflect on some of the shifts and changes that we have have experienced over the past five years:

• We were jolted from a seemingly calm pre-COVID-19 world to one of chaos while navigating a global pandemic and are now still in the midst of adjusting to a post-COVID-19 reality.
• War, inflation, migration, and global disruptions have reshaped markets and supply chains.
• The rapid rise of AI over the past two years has caught many off-guard.

While this paints a chaotic picture, there is a silver lining: human adaptability. Despite the relentless pace of change, we have continued to adjust, proving that resilience is our greatest asset in shaping the future of work.

The rise of AI at work

When discussing the impact of AI at work, there tends to be an uncomfortable mix between fear, awe, excitement, and anxiety, from “Wow, it’s amazing!” to “Is AI going to replace my job?”.

According to Singapore’s second National AI Strategy (NAIS 2.0), AI has progressed “from opportunity to necessity”, and people “must know” AI, not just see it as a “good to have”. The strategy goes on to add that rather than seeing AI as a threat, it can be the great equaliser, enhancing human capabilities rather than replacing them.

According to Gartner, by 2028, 50 per cent of organisations will replace traditional bottom-up forecasting with AI-driven autonomous planning. Organisations should prioritise piloting such solutions in small pockets so that users will become more comfortable with AI in their decision-making process. This would benefit in guiding the culture change.

Based on the World Economic Forum’s “Start vs Scale” model, “successfully deploying and scaling GenAI in the workforce is not about the technology but ensuring people are open to change and experimentation. Therefore, it is important to create a people-centred approach that empowers employees to adapt and promotes the right mindsets and behaviours across the organisation”.

AI can no longer be seen just as a tool; it is a fundamental driver in reshaping industries, organisational structures, ways of working and decision-making processes.

How AI is reshaping the future of work

The biggest misconception about AI in the workplace is that it will replace humans. But the reality is quite different. According to the World Economic Forum’s Future of Jobs Report 2025:

• Generative AI will empower less specialised employees to perform expert-level tasks, expanding roles in fields like accounting, healthcare, and education.
• AI will augment skilled professionals, equipping doctors, engineers, and electricians with cutting-edge knowledge to solve complex problems more efficiently.
• However, without the right governance and ethical frameworks, there remains a risk that technological development will be focused on replacing human work, which could increase inequality and unemployment.

What might this augmentation of AI-human work look like? Humans currently handle 47 per cent of tasks, with 30 per cent augmented by AI and 22 per cent fully automated. By 2030, automation will climb to 34 per cent, reshaping industries, creating an almost equal one-third mix of human-driven, augmented and automated.

The disruptor is not AI, it is the human mindset.

Those who cling to “I can do this on my own” will struggle. Those who embrace ambiguity and shift towards a “We can do this better, with AI” will thrive.

Also Read: Can AI truly connect? The emotional dilemma of virtual influencers for women

What can organisations do?

• Invest in re-skilling and up-skilling employees to keep up with AI advancements.
• Start small and scale: Run small experiments in different parts of your organisation, not just in your tech teams. 
• Re-design Workflows with Human-AI Collaboration, but always have a human in the loop.
• Adopt an adaptive, scenario-based strategy. We have to assume that the current version of AI is the worst, so we need to use scenario planning to anticipate the unexpected. Two drivers of these scenarios would be our level of Trust vs Ability in relation to AI.
• Continuously refine mental models to balance analytical and experimental thinking.

Shaping the future

As AI reshapes work, it will also redefine learning. The complexity of future problems demands radical new approaches:

• Experimentalism: Encouraging risk-taking, ambiguity, and trans-disciplinary knowledge
• New mental models: Rethinking how we develop skills in a constantly shifting landscape
• Human-machine partnerships: Leveraging AI to enhance, not replace, human intelligence

To prepare ourselves for an AI-augmented future, we need to think not just about work, but education as well. The way we develop skills and mindsets must evolve to meet the demands of a world where analytical thinking, adaptability, critical thinking and AI fluency are essential. This shift is not just the responsibility of a handful of organisations; it is global. These 4 models developed by UNESCO it will help us shape our world responsibly:

• Learning to study, inquire and co-construct together

Learning is no longer meant to be an individual activity; it is a collective process of discussing and creating knowledge together. A commons-based approach to education emphasises connecting individuals across generations to co-create shared knowledge of humanity. Education must be framed as a shared endeavour, where knowledge is not just accessed but continuously refined through collaboration.

• Learning to collectively mobilise

The future of work is not about learning to do what within a narrow, task-based scope. A core skill and competency that would help individuals thrive in the future of work would be developing collaborative capabilities that enable collective action. Trans-disciplinary learning would be one way to begin collectively mobilising individuals and organisations.

Also Read: Accelerating financial inclusion with AI: Unleashing potential with prudence

• Learning to live in a common world

With the disruptions over the past 5 years, humanity has been reminded just how closely we are linked to one another biologically, politically, and socially. New forms of learning must prepare individuals and organisations not just for coexistence. The challenge for humans living on planet earth today and in the future is to make healthy, sustainable ways of co-living: with one another and with the planet. This change enables us to reshape common living as intertwined and a fundamentally shared experience.

• Learning to attend and care

While autonomy, critical thinking and innovation remain essential, they must be balanced with a deeper understanding of relational and self-responsibility. We have seen the dangers of acquisitive individualism and diminished empathy that appear when autonomy comes at the expense of an understanding of relationality. Learning to attend and care would entail understanding ourselves as persons who are simultaneously capable and vulnerable. It would force us to reflect on how we affect and are affected by others and the world.

Considering this as one of the fundamental pillars of education would put our relationships with one another and with a more-than-human world at the centre of educational practice, which is crucial at an inflection point of human vs AI.

Let us create a more-than-human world.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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