For AI companies hoping to succeed in the Asia Pacific, the challenge is no longer just building powerful technology. The real test lies in turning the technology into practical solutions that solve everyday problems for businesses and consumers.

Across the region, AI adoption is accelerating as enterprises seek ways to meet rising customer expectations while managing operational complexity. But success depends on more than sophisticated algorithms. According to industry leaders, the number one priority for AI companies today is creating experiences that translate digital intelligence into tangible, real-world outcomes.

“AI companies need to focus on creating solutions and experiences that people want,” said Robert Woolfrey, Vice President for Asia Pacific and Japan at Twilio, in an email interview with e27. “If you want to win in Asia Pacific, your AI must bridge the gap between a digital thought and a physical result.”

This challenge is particularly acute in the Asia Pacific, one of the world’s most diverse digital markets. The region spans multiple languages, regulatory systems and consumer behaviours, requiring AI companies to design solutions that can operate seamlessly across borders while remaining locally relevant.

Building AI for a fragmented region

Asia Pacific’s diversity creates a unique opportunity for AI innovation, but it also demands robust infrastructure and localisation capabilities.

Unlike more uniform markets, companies operating in Asia must navigate fragmented regulations, cultural nuances and varying levels of digital maturity. As a result, AI solutions must be both flexible and scalable to work effectively across different countries.

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Woolfrey said the companies that will thrive are those that can combine advanced AI capabilities with a reliable communications infrastructure.

“In a region defined by different languages and shifting regulations, long-term success depends on a reliable, scalable communications infrastructure that allows AI to operate seamlessly across borders, industries and regulatory environments,” he explained.

For many AI companies, the ability to manage these complexities will determine whether they can scale beyond pilot projects into widely adopted platforms.

Another key shift shaping AI companies is the growing importance of conversational interfaces. As AI becomes more integrated into everyday services, the focus is shifting from screen-based interactions to voice-driven communication.

Voice technology allows AI to operate in a more natural and accessible way, particularly in markets where language diversity and cultural nuance are critical.

“We are giving AI a voice that sounds human, understands local nuance and uses real-time data to make every call smarter and more personal,” Woolfrey said.

This shift reflects a broader trend in Asia Pacific, where businesses are increasingly using AI-powered agents to handle customer interactions such as bookings, service requests, and enquiries. By automating routine communication while maintaining personalisation, companies can deliver faster and more efficient experiences.

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One example of this approach is Genspark, whose AI agent “Call for Me” makes outbound phone calls on behalf of users to handle tasks such as bookings or service enquiries.

The agent communicates directly with businesses or individuals and returns structured results from those conversations, helping users overcome barriers such as time zones or language differences.

As the company expanded, managing telephony infrastructure and compliance across markets became increasingly complex. By using Twilio’s cloud-based voice application programmable interface (API), Genspark was able to streamline operations and focus on delivering AI-powered services.

Today, customers use the feature to make more than 800 calls daily.

Trust, transparency and regulation

While innovation continues to accelerate, trust is becoming an equally critical priority for AI companies operating in the Asia Pacific.

Governments across the region are beginning to introduce policies focused on responsible AI use, particularly around safety and transparency.

South Korea’s AI Basic Act, which came into effect in January 2026, represents one of the region’s first comprehensive legislative frameworks for artificial intelligence. Meanwhile, other markets, such as India, are signalling a more flexible, innovation-driven regulatory approach.

Despite these differences, a common theme is emerging: companies will increasingly need to demonstrate accountability in how their AI systems interact with users.

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“As Voice AI technologies become more sophisticated and capable of human-like interactions, the policy focus on misuse risks, including scams, will sharpen,” Woolfrey said.

Businesses may soon face stronger disclosure requirements, ensuring users are clearly informed when interacting with an AI system.

For Twilio, these evolving dynamics are shaping its strategy in the Asia Pacific.

The company, known for its communications APIs, is positioning itself as foundational infrastructure for the AI era. Rather than simply enabling messaging or calls, Twilio is increasingly focused on supporting AI-driven customer engagement across multiple channels.

“Much of our innovation roadmap is about capturing what is important in AI today and in the future,” Woolfrey said.

The company is currently developing new capabilities to enable memory-driven orchestration and agentic interactions, enabling AI systems to deliver more complex and personalised customer experiences.

At the same time, Twilio is seeing strong growth in voice-based AI services across the region. According to Woolfrey, voice revenue growth recently accelerated to the high teens, while Voice AI revenue grew more than 60 per cent year-over-year in the fourth quarter.

“In a fragmented region like ours, we provide the tools that allow a brand to maintain a single, coherent relationship with a customer for life,” he said. “We handle the complexity so they can focus on the conversation.”

 

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