AI assistants are quietly becoming the first place your customers ask questions. Before anyone opens a browser tab with Google, they type a prompt into ChatGPT, Gemini or Perplexity and get a neat, confident answer on one screen. If your startup is not part of that answer, your carefully optimised pages never even enter the conversation.

The shift is measurable. When AI Overviews appear in Google Search, Ahrefs’ analysis of 300,000 keywords found they reduce click-through rates by 34.5 per cent for top-ranking pages. Yet there is an opportunity: Microsoft Clarity’s platform analysis found that AI-referred visitors convert at 17x the rate of direct traffic.​

Answer Engine Optimisation, or AEO, is how startups capture this high-converting traffic.

What is AEO, and how does it complement SEO?

Traditional SEO remains essential as it ensures your site is crawlable, indexable and technically sound. AEO operates on top of that foundation, addressing a different question. Where SEO asks “Can search engines find and rank our pages?”, AEO asks “Can AI systems understand, extract, and confidently quote our content as an answer?”

Both layers work together. SEO ensures machines can find your content. AEO ensures they can use it. Without SEO foundations, AI systems cannot discover your content. Without an AEO structure, they cannot confidently extract and quote it.

Also Read: Why traditional SEO is dying in Singapore — and how AISEO pioneers are winning the next Blue Ocean

How do you measure AEO performance?

• Visibility measures how often your brand appears when relevant prompts are entered into AI systems. Create 15 to 20 questions mirroring real customer queries from sales calls and support tickets. Run each through ChatGPT, Perplexity and Gemini biweekly, tracking whether your brand is mentioned and which URLs appear in citations. Calculate this as a percentage: if your brand appears in 8 out of 20 prompts, your visibility rate is 40 per cent.
• Sentiment evaluates how positively AI describes your brand when it does appear. Beyond just checking if your product category is accurate, assess whether the language is favourable, whether your core differentiators are highlighted, and whether the tone positions you as a credible solution. AI systems learn associations from existing content, such as third-party reviews, case studies, or your own pages that contain clear value propositions, and sentiment typically improves.
• Position tracks where your brand ranks when AI actively recommends multiple options. When AI generates a shortlist, appearing third or fifth matters less than appearing first or second. Monitor whether you are mentioned early in the response, included in bulleted recommendation lists, or buried in “other options to consider” sections.

To see how these metrics play out in practice, a recent analysis of Singapore’s co-working market tested them across 33 brands and 25 buyer prompts. The results revealed a stark visibility gap: just five brands appeared in over 80 per cent of scenarios, while 42 per cent of operators—14 out of 33—were completely invisible

How long does Answer Engine Optimisation take?

AEO does not require a dedicated team or expensive tools. A founder plus one marketer can make meaningful progress in three focused sprints over 90 days.

• Sprint one: Establish your baseline (Days 1-30)

Collect 15 to 20 questions prospects actually ask from sales calls and support tickets. Enter each into ChatGPT, Perplexity and Gemini, recording which companies are named and which domains appear. Mark the 5 to 8 questions most likely to lead to high-value customers.

• Sprint two: Build two answer hubs (Days 31-60)

Select your two most valuable questions and create a dedicated page for each. Examples: “How to evaluate payroll software for SMEs in Malaysia” or “What should SaaS founders in Singapore budget for CRM tools.”

Write a headline that promises a specific outcome and delivers value in the first paragraph. Use H2 and H3 headings that mirror real questions, include a compact FAQ section, and add FAQ or HowTo schema markup with your developer.

Most importantly, incorporate original data, customer examples or benchmarks that AI systems cannot find elsewhere.

Also Read: AI and cybersecurity: Pillars of Malaysia’s economic growth and regional leadership

• Sprint three: Connect, refresh and measure (Days 61-90)

Link your hub pages prominently from navigation and related content. Set a 30-day reminder to refresh each hub with light updates such as a new customer quote, updated statistic or recent example.

Re-run your original prompts monthly, comparing responses against your baseline to track changes in visibility, accuracy and AI-sourced leads.

Why should SEA startups care about AEO now?

A new layer now sits in front of traditional search results with AI assistants reading, compressing and presenting answers before users see a search results page. For SEA startups, the risk is invisibility at the decision moment. The opportunity is that AI-referred visitors convert at dramatically higher rates, turning modest visibility into meaningful revenue.

As you track performance, remember that AI search is probabilistic, as results vary between sessions, attribution is difficult to separate from traditional search, and small samples can mislead. Track trends over weeks, not individual prompts.

You do not need a complex stack to start. Collect a short list of questions real customers ask, run them through ChatGPT or Perplexity, and see whether your company appears. Then pick one valuable question and build a page that genuinely helps someone decide.

The brands that establish AI visibility now (think first-mover advantage) will compound that advantage as these tools become the default research layer for every buying journey in Southeast Asia.

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The European Union (EU) is racing to regulate artificial intelligence, but its flagship law, the EU Artificial Intelligence Act (AI Act), faces delays and industry resistance. For ASEAN businesses, this is not just a distant Brussels story. Like the GDPR, the Act has extraterritorial reach. Exporters of smart electronics, automotive parts, healthcare diagnostics, or AI-driven services across Asia will soon face strict European rules.

Enforcement begins in 2025, phasing in until 2027, and can impose penalties worth up to seven per cent of a firm’s global turnover. The question for ASEAN firms is therefore not whether these rules will matter, but rather how quickly firms can turn their compliance into a source of competitiveness.

Competitiveness or control?

At the heart of the EU AI Act lies two, near contradictory, goals: Europe wants to lead the world in AI regulation, while maintaining its position in the global innovation race. Penta’s recent survey of 1,500 senior policymakers across the EU and the US reveals that over 46 per cent of EU officials rank AI among their top three regulatory priorities.

Industry leaders are uneasy. More than 40 CEOs from Europe’s largest companies, including ASML and Siemens, have urged a two-year ‘clock stop’ on enforcement, warning that overlapping provisions and heavy obligations could stifle the very innovation that Europe needs to remain competitive globally.

Competitiveness has become the defining political priority in Brussels. Calls to simplify regulation have persisted for years, but AI’s rapid acceleration has raised the stakes. The AI Act, once a seminal framework, now risks being outpaced by technology itself.

For businesses in Asia, this tension creates uncertainty. However, there is also an opening. Firms that adapt early by auditing AI systems, embedding ethics into AI design and demonstrating transparency will stand out in markets where trust is increasingly the currency of choice.

Global standards, local interpretations

The AI Act sets rules at the EU level, but national priorities shape their implementation. For example, our analysis of open-source material indicates that policymakers in Germany and Italy link AI to sustainability in industrial and green agendas, while French policymakers focus on skills and academic integrity.

For ASEAN exporters, the message is clear: Europe legislates as a bloc, but enforcement reflects diverse political sensitivities. Companies in trade with Europe must expect scrutiny not just on technical compliance but how their systems interact with varying ethical and social priorities.

ASEAN itself is moving in a similar direction. The ASEAN AI Guide and the ASEAN Responsible AI Roadmap offer voluntary guidance on principles of fairness and transparency, while national governments are piloting measures tailored to local needs.

Indonesia is testing regulatory sandboxes in health and fintech. Malaysia has ambitions to join the leagues as a global AI player. Singapore launched the AI Verify toolkit for organisations to test their systems for fairness and transparency benchmarks.

Yet governance capacity remains uneven. Larger firms are better positioned to build compliance frameworks, while micro, small and medium enterprises, which are the backbone of ASEAN economies, often lack the funding and talent to align with emerging international standards.

Also Read: Europe’s tech Thoroughbreds: A collaborative future with Asia’s investors

For those eyeing European business, voluntary codes are not enough. Hardwiring transparency, auditability and human oversight will now determine who will thrive later.

ASEAN caught between global models

The EU is not the only one shaping AI rules. The US continues to favour a sectoral, innovation-first model. Meanwhile, within Asia, China has already rolled out binding rules for generative AI, algorithmic transparency, and content labelling. Similarly, South Korea’s AI Basic Act, set to take effect in 2026, will regulate high-impact AI systems in health, finance and education.

ASEAN sits at the crossroads of these competing approaches. Firms that align with Europe’s standards will not only secure access to its market but also build resilience to navigate China’s stricter regime and the US’s innovation-driven expectations. In effect, EU compliance is becoming the global baseline.

OECD and UNICEF have published a guide to safeguard children’s development amid growing AI adoption. ASEAN exporters should expect similar scrutiny, especially where products intersect with health, education or children’s digital experiences.

This matters because ethical debates are now inseparable from politics. France’s push for bloc-wide age verification and Ireland’s focus on child protection show how AI rules increasingly touch highly sensitive domains.

Risks and openings for ASEAN

AI adoption is accelerating across ASEAN, but its readiness is uneven. Many firms are still experimenting with data strategies, often without the governance to meet international standards. This gap is a risk but also a chance to get ahead.

Automotive and electronics exporters can use EU-aligned audits to assure European partners of reliability. Healthcare and technology firms can highlight their commitment to transparency and fairness as selling points in cross-border contracts. Financial services providers can align their risk frameworks with EU expectations to secure investor confidence.

Governments in Asia are responding quickly, but private-sector initiative is crucial. Firms that invest in compliance today will be the ones setting benchmarks for tomorrow.

Trust as a strategic asset

The EU is pressing ahead with implementation, albeit with simplifications for smaller firms. Relief in reporting requirements should not be mistaken for reprieve. Rather, it is an invitation for businesses to step up, shape the debate, and turn compliance into a differentiator.

For ASEAN firms, the playbook is clear: Speak the language of policymakers. Regulators want AI to serve broad social and economic goals, not just profit maximisation. Firms that frame projects in terms of sustainable development will win at credibility. Lead on safety and ethics. It begins at source— developing secure and trusted data-sharing platforms, ensuring interoperability, and building auditability into system design. Invest in education and transparency. Training, workshops and pilot programs remain the most effective ways to demonstrate commitment to successful AI integration.

Also Read: Europe’s financial challenge: Can tech bridge the gap to sustainable practices?

Firms that act now will find doors open to exclusive partnerships and smoother market access. In the new AI economy, trust is not just a virtue but a strategic asset.

Seizing the EU’s invitation

ASEAN firms cannot treat the EU AI Act as a distant regulation. Its extraterritorial reach means it will reshape global supply chains, investment flows and customer expectations. The winners will be those who seize compliance as a chance to lead, building reputations for safety, ethics and transparency that transcend borders.

The EU has issued the invitation; it is now up to ASEAN firms to accept. Doing so will enable firms not just to comply but to compete.

This article was co-written with Ronald Chan, Senior Director at Penta Group.

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Zespri is accelerating climate tech innovation in the kiwifruit industry through its ZAG Innovation Fund, which launched 11 pilot projects in its first year. Two standout initiatives—Scentian Bio’s VOC maturity assessment and the Biochar Field Trial 2024—already show promising results and potential long-term impact.

Scentian Bio’s pilot transforms traditional fruit maturity testing, which is typically slow and labour-intensive. Instead, the company is developing biosensors inspired by insect olfactory systems to detect volatile organic compounds (VOCs) emitted by ripening kiwifruit. The technology, paired with AI models, enables fast, accurate, and non-destructive maturity assessment.

“We see this as a game-changer,” says Jiunn Shih, Zespri’s Global Chief Marketing, Innovation & Sustainability Officer, in an email to e27. “Growers can make more informed decisions, increase productivity, and deliver fruit at peak ripeness—while reducing post-harvest waste.”

Beyond operational efficiency, this innovation supports sustainability by improving harvest timing and resource use across the supply chain.

The Biochar Field Trial 2024 by M.B. Horticulture Ltd is another key climate tech initiative. It explores using biochar—a carbon-rich material made from organic waste—to enhance soil health, increase productivity, and store carbon in kiwifruit orchards.

“Think of it as a nutrient battery,” says Shih. “Biochar improves nutrient retention, reduces leaching, and supports long-term soil vitality, while locking carbon in the soil for hundreds of years.”

Also Read: Wavemaker Impact invests in Zentide to scale sustainable seaweed-based agriculture

Although biochar has been trialled in other crops, its use in perennial vines such as kiwifruit remains limited. This project offers growers practical, evidence-based guidance for adopting the method.

Early results are positive, highlighting environmental and economic benefits that align with Zespri’s broader sustainability goals.

“These pilots give our growers the confidence to adopt practices that strengthen orchard resilience and deliver climate-positive outcomes,” adds Shih.

Through ZAG, Zespri is proving how climate tech and sustainability-focused innovation can future-proof agriculture and deliver lasting value to growers and the planet. In this interview, find out more about how they are doing it and what insight they can share about the climate and agritech sector.

The following is an edited excerpt of the conversation.

What are some of the most compelling agri- and climate-tech trends you see emerge across the Asia Pacific region? How do you plan to seize this opportunity?

In recent seasons, we have seen the impact of climate change more clearly through our growing systems and around the world. Working with solution providers, ZAG is focused on creating solutions that will help create sustainable, long-term value for our growers. These initiatives will examine how we can enhance productivity while caring for the land, enabling it to grow sustainably.

Agri- and climate-tech are booming, and there will be more developments in these sectors as we move forward in 2025. Precision agriculture is becoming more accessible, not just for large-scale farms but increasingly for smallholders too. At the same time, we are seeing a surge in nature-based solutions—agroforestry, soil carbon capture, water-efficient systems—all aligned with food security and decarbonisation goals.

Also Read: How biotech is changing the global agriculture game for investors

Therefore, with ZAG, we plan to use these emerging technologies to tackle some of the industry’s biggest sustainability challenges, such as automation, big-data value extraction, soil regeneration, supply chain optimisation, and packaging.

For instance, Zespri is collaborating with M.B. Horticulture on a biochar field trial, which explores the application of biochar as a stable form of carbon storage in kiwifruit orchards. Biochar has the potential to enhance soil health and productivity, directly contributing to Zespri’s climate-positive goals. The ZAG fund is providing an opportunity for innovative new ideas, like using biochar in kiwifruit orchards, to be tested on a small scale to evaluate whether more in-depth work is warranted.

In essence, ZAG is a strategic investment to foster innovations that directly contribute to reducing Zespri’s environmental footprint.

How do you see the intersection of data, automation, and sustainability shaping the future of food production in this region?

The intersection of data, automation, and sustainability is becoming the backbone of the next-generation food system in Asia Pacific. Data enables traceability and transparency across the entire value chain, from soil to shelf. That is critical, especially as consumers, regulators, and partners demand greater accountability around environmental and social impact. Automation is helping address labour shortages and increase operational efficiency, while reducing inputs like water, energy, and chemicals.

We are already seeing this come to life through the ventures we have supported via ZAG. Scentian Bio, for instance, is a pioneering initiative using volatile organic compounds (VOCs) to transform kiwifruit maturity assessment. By replacing labour-intensive and time-consuming methods, this innovation could reduce operational inefficiencies and enhance supply chain planning. Growers could benefit from improved productivity and better decision-making, while customers and consumers receive consistently high-quality fruit delivered at peak ripeness.

How is climate change influencing how growers and producers in Asia Pacific adopt new technologies, particularly in sustainability and crop resilience?

Climate change is not just a future threat in Asia Pacific. It is a present reality globally, and growers across the region are already feeling the impact.

Also Read: Agriaku raises seed funding round led by Arise to tap into Indonesia’s agriculture market

As we transition into the second year of ZAG, we are committed to not just maintaining the momentum we have had, but also amplifying our impact. The next phase will focus on strengthening climate resilience across food systems by advancing productivity and carbon-positive practices. By leveraging the successes and learnings from our first year, the next stage of ZAG aims to accelerate sustainable innovations that benefit the environment, communities, and people as we meet the growing demand for kiwifruit.

While our core priorities remain the same—strengthening climate resilience across food systems and creating solutions that advance productivity and carbon-positive practices—we are always open to exploring new partnerships that align with global and regional advancements in sustainability.

What are some key challenges agritech founders face in Asia Pacific, and how is ZAG helping them navigate these?

As with many in agriculture, we operate in a dynamic environment that drives us to innovate, adapt, and build greater resilience for the future. From climate change and increasing labour and input costs to the pressing need to boost productivity, these realities are why innovation is no longer optional; it is essential.

One of the most common hurdles for agritech startups in Asia Pacific is proving the commercial viability of their innovations. Many have strong ideas and prototypes, but limited access to funding or commercial environments to test them in real-world settings.

ZAG helps bridge this gap by funding pilot projects and proof-of-concept trials without taking equity. We offer startups direct access to Zespri’s grower network, allowing them to validate their solutions in-market. If the technology proves successful, we will support scale-up efforts across our global supply chain.

This approach reduces early-stage risk for founders while helping Zespri explore innovations that could potentially create meaningful enhancements to sustainability and efficiency across orchards and operations.

[Another challenge is] climate change, which already impacts the kiwifruit industry. For Zespri, kiwifruit cultivation is highly dependent on specific climate conditions, wherein our kiwifruit needs around 1,000 hours of winter chill between two and four degrees Celsius.

Historically, New Zealand could reliably provide that. But today, we see increased climate variability, impacting flowering, bud break, and fruit development. More recently, we have experienced more extreme weather events.

Also Read: SEA’s US$48B agritech revolution: Startups cultivating a smarter future

ZAG actively seeks solutions that help us and our growers adapt to these shifting conditions through orchard innovations, climate-resilient crop strategies, or technologies that improve planning and risk management.

By working with innovators worldwide, we are tackling these challenges head-on with a future-focused mindset. We are not only interested in solving problems for today; we’re investing in resilience for tomorrow.

The ZAG Innovation Fund connects bold ideas with the infrastructure, expertise, and credibility needed to scale in Asia Pacific’s unique agri-environment. We are not just funding pilots, we are building bridges between founders, growers, and global opportunities.

Looking ahead, what role does Zespri’s ZAG Innovation Fund hope to play in advancing the agriculture and climate tech ecosystem across Asia Pacific?

Looking ahead, ZAG aims to support the best solutions in the agriculture and climate tech ecosystems, regardless of where they originate. As a global business, Zespri works with more than 4,000 growers across New Zealand, Italy, Japan, South Korea, and France, while our kiwifruit is enjoyed in over 50 countries worldwide.

Since our launch in November 2023, ZAG has united innovators worldwide to harness the power of collaboration and combine their ingenious ideas with ours. Out of more than 100 applications submitted to ZAG, we are proud to have onboarded 11 ongoing pilots.

ZAG focuses on the kiwifruit ecosystem, addressing challenges and opportunities across all growing regions and markets. By embracing innovative ideas worldwide, we aim to strengthen the sustainability and resilience of our orchards, supply chains, and communities globally.

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Image Credit: ZAG

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