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Trust, tech, and transformation: How SMEs in Southeast Asia are using AI to grow smarter

Can small and mid-sized firms in Southeast Asia genuinely trust AI to support their growth? The quick answer: yes — if it’s applied thoughtfully.

Across the region, SMEs are already adopting AI to build customer confidence, streamline operations, and sharpen marketing. A 2024 Microsoft–IDC survey found that 79 per cent of Southeast Asian SMEs using AI reported faster decisions and stronger customer engagement.

For founders and brand managers wrestling with visibility or inconsistent leads, AI is no longer a buzzword — it’s a working tool to grow with greater intelligence.

Why AI matters for SMEs in Southeast Asia

  • SMEs account for 97 per cent of all businesses in the region.
  • Customers now expect personalised and round-the-clock service, areas where AI performs well.
  • Forward-thinking firms are using AI not simply to cut costs but to earn trust at scale.

From chatbots to customer confidence

Today’s AI assistants handle FAQs, bookings, and product suggestions with accuracy.

  • Example: A Singapore food and beverage chain uses AI chat to manage 80 per cent of reservations, freeing staff to focus on diners.
  • Tip: Keep a human handover option so clients don’t feel abandoned when AI reaches its limit.

Personalisation that feels genuine

AI now lets SMEs deliver tailored messages and product offers at scale.

  • Example: An Indonesian e-commerce start-up uses AI to create product bundles, lifting average basket size by 25 per cent.
  • Stat: 63 per cent of customers will stop buying from brands that fail to personalise communication.
  • Practical step: Start simple — apply AI insights to email or ad segmentation.

Also Read: Singapore mandates AI literacy for public servants: A blueprint for the future of governance

Smarter operations, human oversight

From invoicing to scheduling, AI trims time off repetitive tasks.

  • Benefit: Quicker delivery builds credibility with clients.
  • Caution: Over-automation can erode confidence. Transparency around AI use reassures both teams and customers.

Building trust in a black-box era

People often don’t understand how AI makes choices.

  • SMEs can lead by being open about AI practices.
  • Case: A Malaysian fintech reassures clients by disclosing how its AI credit checks are reviewed.
  • My view: “Trust is the currency of AI adoption. Without it, even the smartest tools won’t win loyalty.”

How SMEs can begin today

  • Choose one task to pilot (chat, email, or scheduling).
  • Opt for SME-friendly tools (HubSpot AI, Zoho AI, Jasper, ChatGPT).
  • Set clear guardrails — maintain human review, protect data, and communicate openly.

The takeaway

AI is not replacing SMEs — it’s reshaping how they can grow more intelligently. By blending technology with transparency, small businesses in Southeast Asia can deepen relationships, scale faster, and stand out in crowded markets.

For business, the real question isn’t “Should we use AI?” but “How can we use it to build trust today?”

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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Southeast Asia funding surges 125 per cent in Sept, reversing August slump

After a dismal August that saw investor sentiment sink to one of its lowest points in recent memory, Southeast Asia’s startup funding landscape staged an impressive comeback in September 2025, signalling a renewed wave of optimism across the region’s tech ecosystem.

According to Tracxn, total funding soared to US$231 million in September, a 125.6 per cent month-on-month surge from August’s modest US$84 million. The rebound also represents a 58.7 per cent year-on-year increase compared to September 2024, marking a strong sign of recovery after a mid-year funding lull.

A dramatic turnaround

In August, the region’s startups endured a steep funding drop– down 65.1 per cent from a year earlier and 76.4 per cent lower than July 2025. Investors tightened their purse strings amid persistent macroeconomic uncertainty and slower deal cycles, resulting in only US$84 million raised across 22 rounds.

Also Read: Why Southeast Asia’s consumer-led growth story has officially ended

By contrast, September saw fewer but larger and more confident bets, with 10 rounds accounting for nearly three times the capital deployed just a month prior. The funding surge suggests that investors are regaining conviction in Southeast Asia’s long-term growth potential, particularly in sectors showing resilience and scalability.

Investor confidence returns

September’s upswing was driven by several notable transactions and a resurgence in activity among regional and global venture capital firms.

Gobi Partners backed GRVT, Paspalis invested in RushOwl, and Rebright Partners supported Dat Bike, while the report also named Further among the month’s most active investors.

In contrast, August’s smaller-scale activity was dominated by firms like Peak XV Partners, Wavemaker Growth, and Square Peg Ventures, which focused on targeted deals with high-potential startups such as TazaPay, Graas, and ZUZU.

Market sentiment: From caution to confidence

The back-to-back months tell a clear story of a market in motion–from caution to cautious optimism. August’s slump reflected risk aversion and tighter liquidity, but September’s rebound points to strategic recalibration rather than retreat.

Investors appear to be shifting from defensive postures to selective, conviction-driven funding, prioritising startups that demonstrate strong fundamentals and clear paths to profitability.

Looking ahead

While one strong month doesn’t guarantee a sustained turnaround, September’s performance may mark an inflexion point for the region’s tech funding climate. The combination of renewed investor activity, larger ticket sizes, and improving sentiment suggests Southeast Asia’s innovation economy is regaining momentum after a turbulent year.

Also Read: SEA funding wiped out: Back to 2016 levels after historic slump

If current trends continue, Q4 could solidify 2025’s reputation as a year of correction–and recovery–for the region’s startup ecosystem.

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From Tokyo to crypto: How political shifts and policy bets are reshaping global markets

The recent victory of Sanae Takaichi in the Liberal Democratic Party leadership race marks a pivotal moment for Japan, positioning her to step into the role of the country’s first female prime minister by mid-October. Investors caught off guard by this outcome quickly adjusted their positions, leading to notable shifts across Japanese markets. The yen weakened significantly, closing above 150 against the US dollar, while Japanese government bonds faced pressure and equities surged in response.

Takaichi’s strong advocacy for expansive fiscal and monetary policies fuelled this immediate reaction, as markets anticipated a push toward reflationary measures. Her focus on sectors such as defence, nuclear energy, and consumer support promises to drive targeted investments, potentially invigorating economic growth in areas that have long been overdue for attention.

From my perspective, this development injects a fresh dynamism into Japan’s economy, which has grappled with stagnation for years. A leader willing to embrace bold stimulus could finally break the cycle of timid reforms, though the path ahead carries risks that demand careful navigation.

Markets reacted swiftly to Takaichi’s win, reflecting a broader repricing that favoured equities over safer assets. The Nikkei 225 climbed 1.9 per cent on Friday, reaching an all-time high amid a rally in tech and semiconductor shares across Asia. Investors now expect further upside in Japanese stocks, particularly in sectors aligned with Takaichi’s priorities.

Defence and nuclear stocks stand out as prime beneficiaries, given her strategic emphasis on bolstering national security and energy independence. Infrastructure plays and domestic demand-oriented companies also look poised for gains, as her policies aim to stimulate household spending and support small caps.

Exporters benefit from the yen’s depreciation, which enhances their competitiveness abroad. Banks, however, faced initial selling pressure, as expectations for a Bank of Japan rate hike in the fourth quarter diminished under the assumption of Takaichi’s influence.

Yet, this dip presents an opportunity, in my view, because her reflationary approach could boost loan growth, and the central bank might still raise rates to manage volatility in the yen and bond markets. Overall, this sector rotation highlights a market that is betting on policy-driven growth, where winners emerge from areas tied to fiscal expansion.

Macro risks loom large in this scenario, tempering the enthusiasm. The yen’s weakness raises concerns about imported inflation and currency stability, particularly given Japan’s debt-to-GDP ratio, which exceeds 260 per cent. Such high leverage amplifies worries over fiscal sustainability if expansive policies lead to overshooting.

The Bank of Japan may be compelled to hike front-end rates, although many now anticipate a delay into 2026 amid persistent inflation and negative real yields. Policy uncertainty adds another layer, as Takaichi’s administration must balance bold promises with execution.

Investors should monitor how her government addresses these challenges, as any misstep could erode confidence. In my opinion, while the immediate rally feels justified, the long-term success hinges on disciplined implementation. Japan has seen reformist leaders falter before, so Takaichi’s ability to deliver tangible results will determine whether this surge sustains or fizzles.

Also Read: How marketers can connect with APAC’s 450 million young gamers

Shifting to the investment thesis, the stimulus-led upside appears compelling for Japanese equities in the near term, particularly in sectors aligned with Takaichi’s agenda. A risk-adjusted strategy favours reflation beneficiaries, with appropriate hedges to mitigate volatility. The market places its bets on her delivering bold policy changes, but execution risk remains a critical factor. Fiscal discipline will prove essential to avoid exacerbating debt issues.

From where I stand, this moment offers a buying opportunity for those optimistic about Japan’s potential under new leadership. The rally could extend if Takaichi assembles a cohesive cabinet and pushes through her agenda swiftly, drawing in foreign capital seeking exposure to Asia’s third-largest economy.

On the global front, risk sentiment stayed muted due to the ongoing US government shutdown, as the Senate repeatedly failed to pass a funding bill with lawmakers sticking to their stances. This impasse delayed key data releases, including September’s non-farm payrolls, which investors awaited on Friday but never received.

In contrast, Sanae Takaichi’s LDP win captured headlines, highlighting a stark difference in political momentum between the two nations. Wall Street closed mixed on Friday, with the Dow Jones up 0.51 per cent, the S&P 500 edging higher by 0.01 per cent, and the Nasdaq dipping 0.28 per cent as the tech rally paused. US Treasury yields climbed despite services data falling short of expectations, with the 10-year yield rising 3.7 basis points to 4.119 per cent and the two-year yield also up 3.7 basis points to 3.576 per cent.

The US dollar index slipped 0.1 per cent to 97.72, while gold advanced 0.8 per cent to 3886 dollars per ounce. Brent crude gained 0.7 per cent to 64.53 dollars per barrel, buoyed by President Trump’s warnings to Hamas regarding his plan to end the Gaza war. Asian equities ended higher on Friday, driven by tech and semiconductor stocks, although early trading on Monday showed mixed results. US equity futures indicate a higher open, suggesting some resilience amid uncertainty.

Also Read: From idea to impact: How midlifers can use AI to turn inspiration into marketing content

Looking ahead, the week features speeches from Federal Reserve officials, including Governor Stephen Miran on Wednesday and Chair Jerome Powell on Thursday. Delays in US data persist, affecting August trade figures, initial jobless claims, and the September federal budget balance.

These events could shape market expectations, particularly around monetary policy. The US shutdown exacerbates economic fog, pushing investors toward safe havens like gold while pressuring equities. Yet the interplay with Japan’s developments creates intriguing cross-currents, where Asian stimulus might offset some Western headwinds.

Turning to the crypto market, it rose 1.04 per cent over the last 24 hours, building on its 7-day gain of 9.07 per cent and 30-day advance of 10.76 per cent. Several factors drove this momentum, starting with macro tailwinds from the US shutdown and weak jobs data, which heightened bets on Federal Reserve rate cuts.

Bitcoin surged 12 per cent last week following the shutdown and ADP jobs report showing a drop of 32K against expectations of plus 50K. Markets now see a 98 per cent chance of a cut by October 29, according to TokenPost. Gold’s 48 per cent year-to-date rise mirrored crypto’s rally as a hedge against uncertainty.

The high correlation between crypto and equities, at 0.82 over seven days versus the Nasdaq-100, amplified these gains as traders shifted into risk assets. Investors should watch Powell’s October 29 speech and FOMC minutes for insights into the rate path. This environment favors crypto as a speculative play, where dovish signals could propel further upside.

Binance’s ecosystem provided another bullish pillar, with the exchange achieving 2.55 trillion dollars in monthly futures volume, a 2025 high, and capturing 87 per cent of Bitcoin taker buy volume per CMC. Its new AI-powered Trading Signals feature boosted activity in the BNB ecosystem, lifting BNB by 18.42 per cent weekly.

Binance’s liquidity depth, holding 41.1 per cent global market share, and institutional tools draw in capital, fostering network effects for its token and partners. This dominance reinforces confidence, making Binance a linchpin in the market’s resilience. I see this as a sign of maturing infrastructure in crypto, where platforms like Binance evolve from mere exchanges to comprehensive ecosystems, attracting serious investors amid broader volatility.

Altcoin developments added a mixed but largely positive influence. Ethereum climbed 9.96 per cent weekly, approaching 4500 dollars ahead of December’s Fusaka upgrade. Solana’s Alpenglow upgrade, reducing block finality by 40 per cent, spurred 13 per cent weekly gains.

Also Read: The future of AI and moral ambition in Southeast Asia

However, Bitcoin dominance increased to 58.55 per cent as traders secured profits from alts. These upgrades sustain narratives around altcoins, though Bitcoin’s seven-day RSI of 87.4 indicates overbought territory. The key question revolves around Ethereum’s post-Fusaka momentum, especially as staking yields compress. From my standpoint, altcoins offer diversification in a bull run, but their reliance on upgrades highlights the sector’s innovation-driven nature, which can yield outsized returns when executed well.

In conclusion, today’s market dynamics blend opportunity with caution. Japan’s shift under Takaichi promises stimulus-fuelled growth, potentially lifting equities and sectors like defence and nuclear, while the yen’s weakness and debt concerns warrant vigilance.

Globally, the US shutdown clouds data and sentiment, yet it bolsters rate-cut expectations that benefit risk assets, including crypto. The crypto surge, driven by macro bets, Binance’s strength, and altcoin catalysts, reflects a Goldilocks scenario for bulls. Nonetheless, resistance at Bitcoin’s 125K level and potential Fed hawkishness could prompt pullbacks.

I believe the overarching trend leans positive for investors willing to embrace calculated risks, as political and economic shifts create fertile ground for gains. Takaichi’s leadership could herald a new era for Japan, complementing crypto’s resilience in uncertain times, but success depends on policy delivery and central bank responses. This interconnected landscape demands agility, where staying informed on speeches and upgrades will separate winners from the rest.

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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Echelon Singapore 2025 – Cybersecurity at core: Building a resilient and secure digital frontier in the age of AI

In this panel discussion at Echelon Singapore 2025, the speakers discussed the changes in cybersecurity since the use of AI became highly popularised. It touched points such as signs that organisations have significantly underestimated the risks, which included not realising that threats can affect any industry and are not limited to banking or finance. It also discussed how bots can be a potential threat, given the fact that 37 per cent of internet traffic today is of bots.

It stresses on the importance of having the right infrastructure and protocol to respond to threats—especially in the age of AI.

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AI in gaming: How Southeast Asia became the testing ground for virtual companions

In January 2024, a 22-year-old university student in Manila posted a TikTok video of her “wedding” to Xavier, a fictional character from the AI-powered mobile game Love and Deepspace. Within days, the clip racked up millions of views. Some mocked her for “marrying pixels,” but many resonated with her story — she had saved for months to buy digital outfits and affinity upgrades for her AI partner.

This was more than a quirky anecdote. It was a glimpse into the future of entertainment. Across Southeast Asia (SEA), millions of young people are forming emotional, interactive relationships with AI-driven characters. These are not the passive non-playable characters (NPCs) of yesterday’s video games. Instead, they are virtual companions — responsive, adaptive, and in some cases, deeply personal.

From Jakarta to Bangkok, Ho Chi Minh City to Singapore, SEA is emerging as the testing ground for AI-driven entertainment experiences, particularly those that blend gaming, social interaction, and emotional companionship.

Why here? The answer lies in demographics, digital habits, and cultural readiness — making the region a unique laboratory for a technology that could reshape not just gaming, but the future of human-AI relationships.

The perfect petri dish for AI entertainment

Mobile-first by design

Unlike Western markets where gaming grew out of PC and console culture, SEA leapfrogged into the digital age through mobile phones. Affordable Android devices, paired with cheap data packages, created a mobile-first ecosystem.

  • Indonesia: Over 210 million internet users, with 98 per cent accessing via mobile.
  • Philippines: Known as the “social media capital of the world,” with mobile-first behaviours fuelling viral gaming adoption.
  • Vietnam and Thailand: Rising esports hubs, but equally strong in mobile story-driven games.

This meant SEA consumers were primed for apps, micro-transactions, and interactive storytelling — the perfect soil for AI companions to flourish.

Young, social, and hyper-connected

Demographics are destiny. Nearly 60 per cent of SEA’s population is under 35, a cohort that grew up playing mobile games, consuming anime, and living on TikTok. They are comfortable with digital intimacy — from online fandoms to virtual influencers — and open to experimenting with AI-driven characters.

In cultures where communal play is strong, AI companions are often shared experiences. Players discuss strategies, compare virtual “relationships,” and even form fan clubs for their AI partners.

Micro-transaction culture

AI-driven games rely on affinity systems, cosmetic upgrades, and time-gated interactions — all monetised through small but frequent payments. This aligns perfectly with SEA’s gaming economy:

  • In Indonesia, the average spend per player is low compared to Japan or the US, but frequency and engagement make up for it.
  • The Philippines has a thriving “top-up” culture via convenience stores and e-wallets.
  • Singapore, with its higher disposable income, often serves as the first test market for new monetisation models.

The result? A region uniquely suited to sustaining AI-powered emotional economies.

Also Read: China, US, Japan to drive 40 per cent of global mobile gaming by 2030

Virtual companions — From NPCs to emotional anchors

What makes them different?

In traditional games, NPCs followed pre-programmed scripts. You could interact, but outcomes were limited. Today’s AI companions, powered by natural language processing and memory systems, learn from player behaviour. They remember past conversations, adapt personalities, and even generate unique responses.

This creates a powerful illusion of reciprocity — the sense that “they know me.”

Popular manifestations in SEA

  • AI dating sims: Titles like Love and Deepspace (by Infold Games) and Obey Me! have surged in popularity. Players invest in building affinity, unlocking storylines, and customising romantic experiences. Many describe the emotional connection as more rewarding than real-world dating.
  • AI idols and virtual influencers: In Thailand and Indonesia, AI-driven VTubers are merging gaming with influencer culture. Fans tune in not just to play, but to interact with AI idols who perform, chat, and evolve.
  • Casual AI play: Even hyper-casual mobile games are embedding AI-driven chatbots and companions to extend session times and increase stickiness.

The business and startup opportunity

Monetisation models that stick

AI companions create recurring revenue loops that outperform traditional ad-based monetisation. Instead of one-time purchases, players continuously spend on:

  • Affinity boosters (to deepen relationships).
  • Digital weddings and exclusive events.
  • Personalisation features like outfits, voice packs, and story expansions.

For founders, this means higher ARPU (average revenue per user) and better long-term retention.

Exportable innovations

What works in SEA often travels. Features that succeed in Jakarta or Manila can be scaled and refined for Japan, Korea, or the US. For example:

  • AI companion monetisation models pioneered in SEA are now influencing Japanese otome games.
  • Chinese publishers use Singapore as a launchpad for testing features before rolling them out globally.

Investor perspective

For VCs, the critical question is: will SEA startups remain resellers of foreign gaming IP, or can they create proprietary AI frameworks with applications beyond gaming?

Imagine an AI companionship engine developed for games later being adapted to mental health, edutech, or customer service. The scalability potential is enormous.

Also Read: Web3 gaming isn’t dead; it’s about to get good: Bitkraft’s Jonathan Huang

The risks and ethical dilemmas

  • Addiction loops

AI companions are designed for stickiness. With evolving personalities and memory systems, players often spend hours daily in “relationships” with AI characters. Psychologists warn this could deepen gaming addiction and affect social development.

  • Privacy concerns

These games collect intimate data — conversations, preferences, even emotional triggers. In regions without strong data protection laws (e.g., outside Singapore), this raises serious privacy risks.

  • Cultural pushback

In more conservative societies like Indonesia and Malaysia, romantic AI interactions may clash with cultural or religious norms. Already, there have been calls for stricter regulation of games that “blur moral lines.”

Case studies from the region

  • Indonesia: The micro-transaction giant

With its massive youth population and growing middle class, Indonesia is both the biggest consumer market and a key testbed. AI dating sims thrive here thanks to low entry costs and high social virality.

  • Philippines: Social gaming capital

Filipino gamers spend more time in-game than many of their regional peers. Combined with their dominance on TikTok, this makes the Philippines a launchpad for viral AI companion content.

  • Vietnam and Thailand: The esports-AI crossroads

Both countries are balancing competitive esports with narrative-driven AI experiences. Thailand, in particular, is seeing a rise in AI-powered idols and VTubers, blending gaming with fan economies.

  • Singapore: Regional gateway

While smaller in size, Singapore acts as the testing hub for global publishers, thanks to high disposable income and regulatory clarity. Many Chinese AI gaming companies launch here first before scaling into the wider region.

Also Read: Why robotics is just entering its prime phase

The future of AI companions in SEA

The next stage goes beyond scripted affection. Emerging trends include:

  • Generative storylines: AI companions co-create quests, songs, or even entire narratives with players.
  • Cross-media expansion: Characters moving seamlessly between games, streaming platforms, and even AR/VR.
  • Therapeutic roles: AI companions doubling as mental health support, blending wellness with entertainment.

If successful, SEA could not only remain the testing ground but also become the birthplace of global AI entertainment giants.

Conclusion: SEA’s role in the AI entertainment revolution

Southeast Asia’s unique combination of mobile-first adoption, young demographics, and cultural openness to digital intimacy makes it the world’s most vibrant laboratory for AI-driven gaming.

The story of the Manila student who married her AI boyfriend isn’t just viral fodder. It’s a metaphor for how real, deep, and monetisable the human-AI bond has become.

As Western markets debate ethics in theory, SEA is already living the experiment in practice. The region’s startups, investors, and policymakers now face a choice: remain a playground for global publishers, or build homegrown innovations that shape the future of human-AI companionship worldwide.

The next billion-dollar entertainment company may not come from Silicon Valley or Tokyo. It may come from Jakarta, Manila, or Bangkok — and its core product won’t just be a game, but a relationship.

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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