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Super app remains primary driver of AI innovation in Asia’s fintech industry: Money20/20

In the evolving landscape of Asian fintech, super apps are proving pivotal in advancing artificial intelligence (AI) innovation. With their all-encompassing functionality and deep integration into daily life, these platforms have become more than just conveniences. They are catalysts for transforming financial services, particularly in regions where traditional banking infrastructure falls short.

Prevalent in markets such as China, Indonesia, and India, super apps thrive in a context where users expect a single platform to handle multiple aspects of their lives. This ecosystem presents fertile ground for AI innovation, offering practical applications such as chatbots, data-driven personalisation, and advanced analytics.

Scarlett Sieber, Chief Strategy & Growth Officer at Money20/20, tells e27 that the prevalence of super apps in Asia provides unique opportunities for AI use cases that are less common in Western markets.

For instance, AI-powered chatbots in Asia are significantly more advanced compared to their counterparts in the US or Europe. They not only address customer inquiries but also support sales and collections processes. Sieber points to examples such as DANA in China, where in-branch AI assistants deliver real-time, avatar-based customer support. These innovations enhance operational efficiency while also creating new revenue streams.

Regional variations in adoption

Asia’s diverse economies exhibit varied rates and methods of AI adoption. According to Sieber, a joint study by Money20/20 and Acrew Capital found that 80 per cent of leading financial institutions in Asia are already implementing AI initiatives, outpacing Europe and matching strides with the US.

However, the type of adoption differs. Markets such as Japan and South Korea leverage AI for high-tech applications within banking, while Indonesia’s super app ecosystem caters to a mobile-first, geographically dispersed population.

Also Read: How to revolutionise the banking and finance industry with Robotic Process Automation

Indonesia serves as a prime example. With its younger demographic and mobile-first (often mobile-only) users, super apps dominate as the primary interface for financial and non-financial interactions. The blurring lines between B2B and B2C services within these apps further underscore their role as a testing ground for AI-driven innovations.

Super apps have also emerged as crucial tools for addressing financial inclusion in underbanked regions. Many users in Asia interact with financial services through consumer platforms they already trust, such as ride-hailing or e-commerce apps. This inherent trust allows super apps to integrate AI-based financial tools seamlessly, reducing barriers for first-time users.

AI’s ability to analyse vast datasets becomes particularly valuable in these contexts. By examining users’ spending patterns, these systems can recommend financial products tailored to individual needs.

Sieber explains how AI could highlight better financial choices for users, such as optimising credit card rewards, a seemingly small change that can have substantial impacts for underbanked populations over time.

On efficiency and revenue generation

While efficiency remains a core objective of AI adoption in financial services, Asian institutions are increasingly exploring revenue-generating opportunities. Approximately 50 per cent of AI initiatives focus on creating new income streams, particularly in wealth management and customer support.

This dual focus enables financial service providers to not only cut costs but also expand their offerings, making them more competitive in a crowded market.

Super apps amplify these benefits by serving as integrated platforms where AI can be deployed at scale. From managing loan applications to offering personalised investment advice, these apps demonstrate the scalability and versatility of AI technologies.

Also Read: Debunking misconceptions about FinOps and cloud spending reduction

A broader perspective on innovation

The rise of AI in Asian fintech also reflects a broader commitment to innovation. Institutions such as Indonesia’s Mandiri Capital are combining financial services with sustainability initiatives, demonstrating a multi-tiered approach to driving economic and technological growth. By investing in regional startups and fostering AI development, they aim to bridge gaps in financial accessibility while accelerating technological adoption.

China, meanwhile, continues to lead in the development of AI technologies, especially in banking. From customer service innovations to AI-driven branch technologies, Chinese companies exemplify how super apps can redefine traditional banking operations. Their influence extends beyond national borders, serving as models for neighbouring countries and beyond.

Despite its successes, AI integration into financial services via super apps is not without challenges. Regulatory frameworks across Asia vary widely, posing hurdles for consistent implementation. Moreover, ensuring data privacy and building consumer trust remain critical issues, particularly as these apps handle sensitive financial information.

The future of AI in Asian fintech is undoubtedly tied to the evolution of super apps. These platforms, with their unparalleled reach and versatility, provide a robust foundation for AI-driven innovation. As the region continues to embrace AI at scale, the potential for creating more inclusive, efficient, and customer-centric financial ecosystems becomes increasingly apparent.

In this dynamic environment, super apps do more than serve consumers—they shape the future of financial services. By leveraging AI to enhance user experiences and drive business growth, they exemplify the transformative power of technology in one of the world’s most vibrant fintech landscapes.

Image Credit: Money20/20

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