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By Zenia Pearl V. Nicolas At the heart of every company lies a simple yet profound truth: people are not just assets—they are the soul of the organization. This was the essence of the powerful opening keynote delivered by Nerissa Berba, Chief People Officer of Security Bank, during the highly anticipated hrX Philippines 2025 held at Grand Hyatt Manila. In a world eager to chase digital acceleration, Berba brought us back to the core—why we do what we do, and who we’re doing it for. Starting with People “Why do we start with people?” Berba asked the crowd. It wasn’t rhetorical—it was reflective. In a time where performance metrics and AI dashboards dominate boardroom conversations, Security Bank took a different path. They decided to focus on what mattered most—their people. Berba shared a deeply intentional, five-year journey that challenged the old HR systems and rebuilt the foundation of how the bank empowers its employees. In 2020, amid global disruptions, Security Bank restructured its HR operating model not just to be efficient, but to be empathetic. “Transformation isn’t a buzzword; it’s an act of care.” A People-Centric Timeline of Change Security Bank’s transformation didn’t happen overnight. It was a series of deliberate, compassionate decisions made by leaders who understood that real impact is built one person, one conversation, and one system at a time. 2020: Revamped HR operations and emphasized the importance of learning as a cultural driver. 2021: Launched scalable coaching programs, introduced digital platforms like MyHR Buddy , and built manager-employee feedback loops. 2022: Focused on future-proofing the workforce, not just by measuring what employees achieved, but by understanding how they achieved it. 2023: Empowered employees with flexible dress codes, improved communication using LinkedIn tools, and turned recruiters into talent advisors. 2024–2025: Introduced FLEXBEN , allowing employees to buy or sell benefits based on their needs—shoes, wellness, or savings—because Security Bank believes personalization leads to true employee empowerment. Every milestone had one underlying principle: You Matter. These were not surface-level changes. These were systemic shifts born out of care, trust, and a bold vision to redefine HR in the Philippines. The Power of Listening One of the most touching parts of Berba’s story was the way Security Bank listens. They listen not to reply, but to evolve. From internal recognition programs like “Cheers,” to gathering real-time feedback on mobile apps, the bank proves that technology doesn’t have to make things cold—it can deepen human warmth when used intentionally. “Spend time with the people you work with and understand them,” Berba emphasized.“The future is not about choosing between people or technology—it’s about enabling both to thrive, together.” From Data to Dignity Berba didn’t just talk about systems and platforms—she showed how Security Bank turned insights into inspiration. From collaborating with global partners like MUFG to tailoring strategies to Filipino work culture, the bank designed an HR model that respects both global excellence and local identity. She spoke of employees not just as performance contributors, but as individuals with stories, fears, ambitions, and potential. “We don’t just measure what people do. We look at how they feel while doing it.” The Final Slide that Moved a Room At the end of her keynote, Berba stood in front of a massive screen displaying two simple words: YOU MATTER. There were no buzzwords, no corporate lingo—just humanity. The phrase wasn’t just a brand campaign. It was a reminder that real transformation begins when people feel seen, heard, and valued. And when employees feel they matter, they don’t just stay—they thrive, they innovate, and they build legacies. Rewriting the Narrative of Work At hrX Philippines 2025, the keynote by Nerissa Berba didn’t just open a program—it opened hearts. In a world rushing toward automation, dashboards, and performance KPIs, her message echoed what most organizations forget in the noise: People are not processes. They’re stories. Security Bank’s transformation journey reminds us that the future of work cannot be measured solely by productivity charts or tech integrations. The real metric of progress is how deeply people feel connected to the work they do—and the workplace they belong to. Berba’s approach challenged the room to rethink leadership not as a title but as a responsibility—one rooted in empathy, courage, and intentional care. She invited every HR professional to pause and ask: Have we truly listened to our people lately? Are we designing policies with compassion or just compliance? Are we building workplaces where someone can say, “I matter here”? Because when employees feel they matter, they don’t just show up—they grow, they stay, and they build organizations that don’t just perform, but endure. The bank’s “You Matter” philosophy isn’t a tagline—it’s a commitment. One that proves innovation can coexist with empathy. That digital fluency must be matched by emotional fluency. And that when people thrive, companies don’t just scale—they evolve with purpose. So as we wrap this chapter of hrX 2025, we leave with more than case studies or toolkits. We leave with a conviction: The future of work doesn’t start with strategy. It starts with the human spirit. And Nerissa Berba just reminded us all that HR has the power to lead that future—if we choose to lead with heart. Learn More About Rockbird Media ’s Executive Engagement Platforms

By: Zenia Pearl V. Nicolas Tesla’s Robo-Taxi Inches Toward Reality in Austin In August 2025, Tesla’s long-anticipated Robo-Taxi project inched closer to becoming a real option for everyday commuters. What once sounded like a futuristic concept is now beginning to take shape on the streets of Austin, Texas, where the service is moving from limited trial runs toward public availability. State regulators gave Tesla a crucial win this month. The Texas Department of Licensing and Regulation approved a license that allows the company to operate as a transportation network provider until August 2026. The approval doesn’t just cover cars with safety drivers in the passenger seat, it also clears the way for fully autonomous vehicles in the future. For now, riders in Austin are still greeted by a human monitor, but that presence is expected to fade as confidence in the system grows. Tesla isn’t keeping its ambitions contained to Texas. Job listings in New York City point to a broader rollout strategy. The company has begun recruiting test drivers and data specialists in Queens, hinting that Tesla intends to gather data and lay the groundwork for an East Coast expansion. But New York is a far more complicated playing field. Current state rules require human drivers in all autonomous tests, which means Tesla will have to clear additional regulatory hurdles before driverless cars can begin shuttling riders there. Safety Concerns and Public Trust The road hasn’t been without bumps, literally and figuratively. Early riders in Austin have described smooth experiences, but videos have surfaced showing sudden braking and odd lane changes. These incidents caught the attention of the National Highway Traffic Safety Administration , which has opened an inquiry into Tesla’s Full Self-Driving software. For a service that promises safety through automation, public trust will be as critical as the technology itself. California’s Hybrid Workaround In California, where regulations are even tighter, Tesla has improvised with a hybrid approach. Instead of pushing out fully driverless rides, it introduced a chauffeur-driven service in San Francisco. The arrangement isn’t meant to last, but it gives Tesla a way to stay legal while continuing to collect driving data and, just as crucial, it helps the company hold on to its place in a market it can’t afford to lose. The financial community has been watching all of this closely. Tesla’s shares slipped a little in August as investors weighed the big question: when, and in what way, its Robo-Taxi ambitions will finally materialize. Even so, Elon Musk’s steady hiring push and moves into fresh markets are keeping long-term confidence alive. For many analysts, the possibility of Tesla shaking up the ride-hailing space is far too large to overlook. Unlike rivals such as Waymo, which lean on lidar and high-definition maps, Tesla is betting everything on a vision-only system, a gamble that could either redefine autonomy or test the limits of what cameras alone can deliver. That choice, controversial at first, could become the company’s greatest advantage. Millions of Teslas already on the road are equipped with the same hardware, meaning that if the company proves the software’s reliability, it could turn its existing customer base into a massive fleet of rentable robo-taxis almost overnight. The Bigger Question: Revolution or Detour? August made one thing clear: Tesla isn’t just floating concepts anymore, it’s putting cars on the road with real passengers. The bigger question is whether these trials will grow into a ride-hailing revolution or end up as an ambitious detour. That answer won’t rest on technology alone, but also on how regulators and everyday riders decide to respond. For now, the future of transportation doesn’t feel far-off. It feels like it’s already pulling up to the curb. Sources Barron’s – Your Wait for a Tesla Robo-Taxi Ride Is Almost Over, Musk Says  Austin Statesman – Tesla robotaxis to be publicly accessible in Austin next month, Elon Musk says  Times of India – Elon Musk's Tesla gets green signal to operate Robotaxi service in Texas Wall Street Journal – Tesla Eyes New York City for Robotaxis With Test-Driver Job Posting  Road & Track – Tesla's Robotaxi Plans in San Francisco Are Kicking Off With a Chauffeur-Driven Ride Service A rider boards a driverless Tesla robotaxi on Sunday in Austin, Texas. Eric Gay/AP - CNN Business Explore more insights from technology: Beyond the Bars: What Every Business Can Learn from Verizon’s Humanized AI Transformation

By Zenia Pearl V. Nicolas Leaders across ASEAN are redefining ERP as a strategic intelligence core, where data, AI, and decision-making converge to power the next wave of enterprise growth. For years, ASEAN companies were seen as ERP latecomers—cautious, cost-conscious and cloud-wary. But in 2025, something shifted. From Jakarta to Manila, ERP is no longer about catching up; it’s about competing globally.  This is the story of Asia’s quiet ERP awakening and why the world is finally paying attention. 1. Key Adoption Trends in ASEAN Across the region, ERP adoption is accelerating as companies move toward cloud-first, modular, and AI-enhanced platforms. According to a report cited by NetSuite (2025), the global cloud-ERP market is projected to grow from US $72.2 billion in 2023 to US $130.5 billion by 2028, with ASEAN demand rising in step with this shift ( NetSuite, 2025 ). ASEAN companies embrace a cloud-first approach through two-tier ERP strategies, synchronizing core and subsidiary systems to boost efficiency, governance, and speed across regional operations. This rise is powered by a two-tier ERP strategy, where headquarters retain a core system while subsidiaries adopt lighter, cloud-based tools that sync seamlessly for governance and speed ( Netsuite, 2020 ). In Indonesia, a 2024 literature review of micro, small and medium enterprises found that ERP-based management information systems significantly improved operational efficiency and decision-making, especially for firms navigating post-pandemic digital transitions ( Journal Ilmu Data, 2024 ). Across the broader ASEAN region, mid-sized firms are realizing that ERP is no longer a “nice-to-have.” It has become the backbone of regional scalability, a system that binds finance, logistics, HR and analytics into one unified operational fabric.  2. Country Snapshots: Indonesia & Its Neighbours Indonesia — Leadership and Localisation A study on Indonesian state-owned enterprises revealed that top-management support and project-management competency directly influence ERP implementation success and decision-making effectiveness ( Khasanah et al., 2021 ).This underscores a vital insight: ERP success depends as much on leadership alignment as on software capability. Philippines  — SME Digitization While national ERP-specific data remain limited, recent studies reveal both momentum and complexity in SME digital transformation. A 2025 Asian Development Bank (ADB) working paper on Philippine MSMEs found that while many businesses accelerated their adoption of digital tools—including accounting, HR, and ERP-like systems—early adoption did not immediately translate into performance gains. Improvements emerged only as firms strengthened management practices and workforce digital skills ( Asian Development Bank, 2025 ). This highlights a crucial reality: technology adoption alone is not enough. Philippine enterprises are learning that effective ERP implementation requires leadership alignment, employee capability-building, and sustained investment.  Local insights from SD Solutions I.T. Outsourcing (2024) further note that many Philippine firms now view ERP analytics as essential to achieving operational visibility and decision intelligence ( SD Solutions, 2024 ).. Thailand & Malaysia — Industry-Specific Adoption In Thailand, manufacturers are embedding automation and predictive analytics into ERP systems to shorten production cycles, while in Malaysia, retail groups are adopting industry-specific modules for omnichannel visibility. Deloitte describes this as the era of the “composable ERP”—a modular, adaptive core that evolves with each industry’s rhythm (Deloitte, 2024).Gartner adds that composable architectures are now central to future ERP designs, enabling faster response cycles and embedded AI insights ( Gartner, 2025 ). 3. The Challenges That Remain Despite the optimism, barriers persist. Skill gaps, fragmented data, and legacy systems remain the top hurdles across the region. A 2023 study found that information sharing and personnel competence are the strongest predictors of ERP success, particularly in developing economies ( Sastrodiharjo & Khasanah, 2023 ). Financial constraints also loom large. Many ASEAN firms still fund ERP from operational budgets rather than long-term transformation plans—limiting scalability and innovation. And while cloud adoption is rising rapidly, cybersecurity and regulatory compliance continue to slow large-scale rollouts, especially in banking and logistics. 4. From Implementation to Intelligence What’s next for ASEAN? The shift is moving from installation to intelligence.ERP is evolving into a decision-enablement platform—pulling data from across ecosystems, interpreting it with AI, and feeding insights back to leaders. ASEAN leaders are turning to AI-driven ERP to forecast demand and optimize supply chains. (Gartner, 2025) In Indonesia, Vietnam, and Malaysia, companies are already using ERP data to forecast market trends, monitor sustainability metrics, and design customer-centric supply chains. Gartner (2025) highlights that ERP is rapidly shifting toward AI-enabled and composable architectures, with vendors piloting generative AI features that automate workflows and reveal real-time insights ( Gartner, 2025 ). Why This Matters for erpX At erpX 2026 Indonesia , these regional shifts will take center stage. Because in ASEAN, ERP is no longer about keeping pace with global peers, it’s about setting the rhythm for them. The leaders who understand that technology is only half the story and that strategy, leadership, and capability-building complete the picture will define the next decade of Asian enterprise growth. References  Asian Development Bank . (2025). Harnessing digital transformation for good: Asian Development Policy Report.  Retrieved from   https://www.developmentaid.org/api/frontend/cms/file/2025/05/asian-development-policy-report-2025.pdf Deloitte.  (2024, December 11). The intelligent core: AI changes everything for core modernization – Tech Trends 2025.  Retrieved from https://www2.deloitte.com/us/en/insights/focus/tech-trends/2025/tech-trends-impact-of-future-state-it-core-modernization.html   Gartner.  (2025). Enterprise resource planning to optimize operations.  Retrieved from   https://www.gartner.com/en/information-technology/topics/enterprise-resource-planning   Hasanah, N.  (2024). Enterprise resource planning-based management information systems for MSMEs in Indonesia: A systematic literature review.   Journal Ilmu Data.  Retrieved from   https://journal.ilmudata.co.id/index.php/RIGGS/article/download/224/74/1040   IDC Asia Pacific.  (2024). Mid-market IT spending and ERP adoption report.  Retrieved from   https://www.idc.com/ap Khasanah, U., et al.  (2021). The impact of project management and implementing ERP on decision-making effectiveness: The case of Indonesian SOEs.   Academy of Strategic Management Journal.  Retrieved from   https://www.abacademies.org/articles/the-impact-of-project-management-and-implementing-enterprise-resource-planning-on-decisionmaking-effectiveness--the-case-of-indone-11956.html   NetSuite.  (2020). What is two-tier ERP?  Retrieved from   https://www.netsuite.com/portal/resource/articles/erp/two-tier-erp.shtml   NetSuite.  (2025, April 22). 8 ERP trends and 4 predictions for 2025 & beyond.  Retrieved from   https://www.netsuite.com/portal/resource/articles/erp/erp-trends.shtml   Sastrodiharjo, I., & Khasanah, U.  (2023). Is it the end of ERP? Evidence from Indonesian SOEs.   Cogent Business & Management,  10(1), 2212499. Retrieved from   https://www.tandfonline.com/doi/full/10.1080/23311975.2023.2212499   SD Solutions I.T. Outsourcing, Inc.  (2024). Unlocking business intelligence with ERP analytics: A Philippine perspective.  Retrieved from   https://www.sdsolutions.com.ph/insights/unlocking-business-intelligence-with-erp-analytics-a-philippine-perspective

By: Zenia Pearl V. Nicolas  Malaysia’s labour continues to hold its ground in a shifting global economy. Malaysia’s statistics department says workers were more productive in the second quarter of 2025, with output per hour up 3.4% to RM43.2. It may read like a routine update, but there’s more behind it, proof of resilience, growth in key industries, and the way workers in Malaysia are finding ways to adapt. Where Growth is Coming From Among the sectors, construction continues to be the star performer, with productivity per hour worked climbing 9.3%. This comes on top of its double-digit rise in the first quarter, showing just how central the sector is to Malaysia’s economic pulse. Other sectors also chipped in: Manufacturing grew 3.7%, supported by strong gains in food processing, petroleum, and electronics. Services rose 3.6%, led by real estate, transportation, and business services. Agriculture saw a healthy 3.5% rebound from its near-flat performance earlier this year. Mining & Quarrying , however, slipped again, with productivity down 4.6%. Within the services sector, real estate and business services surged 9.1%, while transportation and storage expanded 7.1%. Even traditional players like wholesale and retail trade posted a steady 3.5% increase. These results point to one thing: Malaysia’s economy is no longer being carried by a single pillar. Instead, it’s diversifying, with multiple industries pushing productivity forward. How Workers Are Contributing When productivity is measured by value added per employee, the numbers tell an equally encouraging story. Each employed person contributed an average of RM24,887 in Q2 up 2.8% from the previous quarter. Employment itself also grew by 1.6%, bringing the national workforce to 16.8 million people. The construction industry once again led the way, with an 11% jump. But the services sector also shone in areas such as transportation, food and accommodation, and other services, where efficiency improvements are steadily taking hold. This blend of expansion in both headcount and productivity shows that Malaysia is not just hiring more, it’s getting more value out of every hour worked. What This Means for HR and Business Leaders For HR leaders, the implications go far beyond statistics. The message is clear: productivity growth now hinges on skills, not just scale. As DOSM Chief Statistician Dato’ Sri Dr. Mohd Uzir Mahidin noted, future gains will rely on continuous investment in digital transformation, communication, and analytics. In other words, the companies that commit to upskilling their people today will be the ones driving Malaysia’s growth tomorrow. This aligns with what many organisations are already seeing on the ground—employees who are digitally enabled, adaptable, and trained for cross-sector roles tend to deliver stronger performance. Building a Workforce for the Future Malaysia’s second quarter results highlight an important truth: the country’s competitiveness will increasingly depend on how quickly its workforce can adapt to new realities. For business and HR leaders, the message is pretty simple: people drive productivity. When workers are given chances to learn new skills, when teams can adjust as industries shift, and when workplaces actually encourage new ideas, that’s when numbers improve. The 3.4% bump in productivity is good news. But it won’t last on its own. It needs follow-through, and that means keeping people at the center of every plan. Moving Forward These figures aren’t just about the economy. They’re a reminder that behind every percentage point are real workers putting in the hours. The real test is whether Malaysia can keep this going. If companies keep investing in skills, tools, and their people, then the growth won’t just show up in the data—it’ll be felt in the strength of the workforce itself. The real test is keeping this momentum alive. Conversations on productivity, technology, and workforce resilience will continue at RESA Thailand 2025, where business leaders and innovators will share how they’re preparing for the future. Join top executives and changemakers at the next Xchange Conference. References Human Resources Online. . Xinhua. .

By: Zenia Pearl V. Nicolas Margarita Rivera, a Solutions Engineer, presents confidently on stage in front of a large audience, with her profile picture displayed on a big screen beside her. 8x8 Connect: Manila 2025 took place on August 28, gathering business leaders and technology professionals to discuss how companies can keep pace with fast-changing customer expectations. The focus was on three demands that now define the digital economy: speed, security, and personalization. One of the sessions that drew strong attention was led by Margarita Rivera, Solutions Engineer at 8x8. She walked participants through how unified communications and security can be brought together on a single platform to strengthen customer trust. From Many Tools to One Platform Rivera opened with a simple but pointed theme: “Good on Their Own. Better as One Solution.” She explained that while most organizations rely on separate systems; SMS platforms, contact centers, authentication apps, and collaboration tools, 8x8 offers something different. Instead of leaving these tools disconnected, 8x8 delivers an all-in-one solution that unifies Contact Center, unified communications, and CPaaS APIs. The result is a seamless experience for both companies and their customers, proving that integration matters now more than ever. Why Security Matters Beyond IT Rivera then highlighted numbers that underscored the urgency of stronger safeguards: More than 300 million fraudulent sign-in attempts take place daily. The average cost of a data breach in 2024 reached $4.9 million. Half of consumers say they feel more secure with multi-factor authentication (MFA). She noted that weak verification isn’t just a technical issue. It carries financial risks and, just as importantly, damages customer confidence. Verif8: Simplifying OTP Delivery Rivera introduced Verif8, 8x8’s OTP-as-a-Service product, designed to make mobile verification less complex. The service offers: Self-service onboarding without lengthy documentation. Localization, so customers receive messages in their preferred language. Multi-channel delivery across SMS, Viber, and other platforms. Analytics dashboards to track delivery rates, conversions, and performance. Her explanation emphasized practicality: businesses can secure transactions quickly without creating extra hurdles for end-users. Practical Scenarios To make the benefits tangible, Rivera shared examples where Verif8 applies directly: Time-to-live – allowing traffic to continue while Sender IDs are being provisioned. Secondary destinations – protecting logins with OTPs to block account takeovers. Long-tail onboarding – instantly verifying users during high-value transactions. Each scenario linked back to everyday challenges that companies face in balancing speed with protection. RCS + Viber: Expanding Engagement Rivera also discussed Rich Communication Services (RCS), highlighting its growing adoption: 2.5 billion monthly active users worldwide and 35x higher engagement compared to email. When combined with Viber, RCS can help businesses: Announce new product collections with interactive visuals. Run flash sales or cart recovery campaigns with personalized reminders. Turn static notifications into two-way conversations. These examples showed how businesses can create messaging that feels more direct and engaging. Key Point for Businesses Rivera’s session at 8x8 Connect: Manila 2025 reinforced a clear message that fragmented tools are no longer enough. Companies need integrated platforms that combine communication and security while keeping the customer experience seamless. For the leaders in the room, the discussion was less about chasing the latest tool and more about rethinking how trust and communication fit into one connected system Discover  Rockbird Media  – where industry leaders connect, ideas spark, and partnerships take flight. Explore our global B2B events, insights, and stories shaping the future of business.

By: Zenia Pearl V. Nicolas “HR has always, traditionally been known to be a support function where, traditionally, we also do hiring, firing, and paying technically. Over the years, I think HR has evolved into a function that enables more than support. But in the future, in this new reality of artificial intelligence and augmented intelligence… we are actually shaping and influencing the business.” With this powerful statement, Fong Tuan Chen, Chief People Officer of Valiram Group, reframed the way organizations should view HR. To him, HR is no longer a bystander in business, it is a driver, immersed in challenges, technology, and people strategies that shape the future. The Universal DNA of People Having led HR across industries from utilities and FMCG to global tech and luxury retail, Fong Tuan has found a consistent truth: all people seek the same three things. “Number one is security. Everyone wants security… Second is the freedom to act… The third one is the opportunity for growth. Regardless of where you are and regardless of generations, everyone looks for opportunities for growth.” He emphasized that respect and fairness must be at the center of how leaders treat their people. In his words, “How we treat our people is how they will reflect it in how they treat our customers and stakeholders.” Quantifying the Unquantifiable When it comes to trust and culture, Fong Tuan challenges traditional approaches. Instead of relying on surveys and indexes, he argues that their real essence lies beyond measurement. “Culture is what doesn’t get measured and still gets done, that’s true culture, and that’s true trust. Trust doesn’t need to be earned. It needs to be given.” For him, building trust is not about waiting for people to prove themselves. It is about giving trust first, unconditionally, and allowing people to rise to it. This, he explained, is how authentic cultures are built. AI and the Return to Humanity When it comes to artificial intelligence, Fong Tuan takes a view that is both refreshing and hopeful. Rather than seeing AI as a threat, he frames it as an opportunity to strengthen humanity. “Instead of replacing us, I think it will make us even more valuable. It will make us more human. It will increase our humanity.” By removing repetitive, mechanical tasks, AI creates space for people to focus on empathy, intuition, and holistic decision-making. Far from dehumanizing the workplace, Fong sees AI as a catalyst that amplifies what makes us most human. Leaders, Fairy Tales, and Dragons Perhaps the most memorable moment in fact, came when he shared his personal philosophy of leadership: “Leaders should believe in fairy tales. Fairy tales have dragons in it. Leaders should believe in dragons as well. And more importantly, leaders should believe that those dragons can be slayed.” For him, dragons symbolize the challenges every leader faces. Believing they can be defeated and equipping ourselves to do so, is the very heart of resilience. End Note From his engineering background to his journey as a national ballroom dancer and now as a people strategist, Fong Tuan Chen has always combined discipline, precision, and human insight. His spotlight message is clear: HR is not just a support system; it is the engine of business. People everywhere need security, freedom, and growth. Trust must be given first to unlock real culture. AI, far from replacing us, can amplify our humanity. Leaders must believe that dragons can be slain. In his own words: “We need to go beyond that.” Ready to shape the future of HR? Join us this October at HRx Indonesia 2025 and be part of the conversations that matter most in people, culture, and leadership. Don’t miss this chance to connect with industry leaders and innovators.

By: Zenia Pearl Nicolas When Rory Freeborn, Technology Partnerships APAC at 8x8, talks about Manila, he doesn’t just see another city in Asia, he sees a global testbed for digital identity, customer experience, and AI-driven transformation. “Manila is at the forefront of digital innovation,” he emphasized, framing the Philippines not as a follower but as a pacesetter in customer identity and access management (CIAM) and the next era of agentic AI. Manila: The Digital Front Door of Southeast Asia To Rory Freeborn, Manila isn’t just another fast-growing market, it’s the digital front door of Southeast Asia. Every day, millions of Filipinos are logging into airlines, e-commerce platforms, and banks. And in those moments, something as simple as a login screen can decide whether trust is built or broken. “If you think about logging into an airline site,” Rory explained, “you type your password, it’s wrong. You reset it, check your email, create a new password… it’s clunky. Click after click—that’s your digital front door. And 60% of consumers just walk away when they hit that friction.” That’s where 8x8’s CIAM orchestration makes the difference. By introducing seamless sign-ups and logins, whether through passkeys, magic links, biometrics, or adaptive authentication, Manila’s enterprises can turn frustration into loyalty. The impact is more than technical. Brands that remove login friction not only reduce call center complaints but also earn something far more valuable: loyalty. In fact, companies that prioritize CIAM see as much as 90% of their customers stay, simply because access feels effortless. Orchestration, Not Just Products: Rory’s Core Message For Rory Freeborn, the real shift isn’t about selling a single product, it’s about rethinking the entire digital experience. “I’m not gonna talk about a product,” he said. “It’s a platform that allows you to orchestrate.” That orchestration is what sets Manila apart. Instead of treating logins, fraud checks, and security tools as separate pieces, Filipino digital platforms are weaving them together into one seamless journey. From fraud detection and device fingerprinting to geolocation and adaptive AI, every layer works in sync not as obstacles, but as invisible guardrails. In Rory’s words, it’s not about adding more tools. It’s about building trust through a connected ecosystem where every click feels effortless, and every transaction feels secure. Agentic AI: The Next Leap from Manila Rory also pointed to the next wave of digital innovation: Agentic AI. This isn’t the chatbot era where AI only responds in text. Instead, it’s AI that acts on your behalf. “Instead of ChatGPT just replying,” Rory explained, “imagine saying: ‘Find me the cheapest ticket to Singapore tomorrow, and if you find it, book it.’ That’s not the future—it already exists.” From travel bookings to fraud protection, Manila’s enterprises are uniquely positioned to experiment with agentic AI because of the city’s dynamic mix of fintech, telecom, and e-commerce ecosystems—all supported by BSP’s AFASA regulations and partnerships with global leaders like FIDO and Fintech Alliance. Manila as the Proving Ground for Seamless CX For 8x8, Manila isn’t just another market, it’s a proving ground for the future of digital identity and AI. The city’s young, digital-first population creates a fertile environment for innovation, while regulators like the Bangko Sentral ng Pilipinas are shaping secure financial ecosystems through frameworks such as AFASA. At the same time, local industries, from fintech to airlines to retail are pushing for frictionless customer experiences at scale. This combination of tech-savvy consumers, forward-looking governance, and industry-wide demand for seamless CX positions the Philippines as the perfect stage for CIAM deployment, AFASA compliance, and the rise of Agentic AI with identity guardrails Rory Freeborn: Manila Is Already Living the Future “The future is here. The tech exists.” When Rory said those words, it wasn’t hype, it was a reminder. The tools we once talked about as “next decade” are already in our hands: identity platforms that make logging in effortless, AI that doesn’t just answer but acts, and fraud protection that adapts in real time. And nowhere is this future more visible than in Manila. The city is showing that trust and technology can grow together, that a young digital-first population, bold regulators, and fast-moving industries can build something bigger than convenience, they can build confidence. From seamless sign-ups that keep people connected to AI agents that book your flight before you even finish the sentence, Manila is writing a new playbook for digital innovation. The message is simple: the future isn’t waiting. It’s already unfolding here and Manila is leading the way. Discover Rockbird Media – where industry leaders connect, ideas spark, and partnerships take flight. Explore our global B2B events, insights, and stories shaping the future of business.

By: Zenia Pearl V. Nicolas Alibaba’s AI Investments Supercharge Cloud Growth Amid Profit Trade-offs Alibaba Group’s latest June 2025 quarterly earnings showcase a tech giant doubling down on artificial intelligence and cloud computing and reaping rewards in growth, even as it balances short-term profit pressures. The Chinese e-commerce and cloud leader narrowly missed revenue expectations. Still, they delivered a surging profit and standout performance in its cloud division, thanks largely to an enterprise AI strategy that is invigorating its business. Investors responded favorably, viewing Alibaba’s aggressive bets on AI and cloud transformation as a sign of long-term strength despite near-term margin impacts. Alibaba’s branding on display at a Beijing trade expo in mid-2025 reflects its intensifying focus on AI-driven cloud services and digital commerce innovationThe June quarter results underscore how Alibaba is leveraging AI to transform its cloud computing unit and energize growth in a competitive landscape. Here’s a deep dive into the numbers and the strategic insights for business leaders behind Alibaba’s performance. AI-Driven Cloud Transformation Fuels Growth Alibaba’s cloud computing division emerged as the growth engine of the quarter. Cloud revenue surged 26% year-on-year to RMB33.4 billion (~$4.7 billion), far exceeding analyst expectations of about 18% growth. This marked a sharp acceleration from previous quarters and was explicitly “driven by robust AI demand,” according to Alibaba CEO Eddie Wu. In fact, AI-related products now form a significant portion of cloud usage, rejuvenating Alibaba’s cloud transformation and helping it outpace some Western rivals in growth rate. Critically, Alibaba reported that its AI-related revenue has maintained triple-digit year-on-year growth for the eighth consecutive quarter. This streak of explosive AI cloud monetization underscores how effectively Alibaba is converting the AI boom into a cloud business. The company has invested heavily to enable this – over the past year, it poured more than ¥100 billion into AI infrastructure and research, a tech investment strategy management says is already yielding “tangible results” with a clear path to drive future growth. Notably, despite ramped-up investments, the cloud unit’s profitability also improved; Alibaba indicated its cloud segment achieved 26% YOY growth in adjusted EBITA, showing that scaling AI services can be done sustainably. Importantly for enterprise AI strategy, Alibaba isn’t limiting AI’s impact to just new products – it’s using AI to bolster core offerings like computing and storage. By tightly integrating AI capabilities into cloud solutions, Alibaba is making its platform more attractive to enterprises undergoing their own digital and AI-driven transformations. This approach positions Alibaba Cloud as a key player in the AI cloud era, leveraging China’s booming demand for AI to drive both domestic and global cloud growth. Balancing Growth Investments with Profitability Pressures While Alibaba’s top line grew only modestly (+2% YoY to RMB247.7 billion) and fell about 2% shy of estimates, the company delivered a 78% surge in net income to RMB43.1 billion (~$6 billion) – a result of one-off gains rather than core operations. Alibaba acknowledged that the profit jump was . In its core operations, Alibaba is deliberately accepting lower short-term profitability as it aggressively reinvests in future growth areas. The clearest example is Alibaba’s push into “quick commerce” – the ultrafast e-commerce delivery segment. Its main China commerce division (Taobao/Tmall) saw healthy double-digit revenue growth of around 10%, but profits were dented by heavy spending on the new Taobao Instant Commerce one-hour delivery services. Those investments drove a 14% year-on-year decline in adjusted EBITA for the commerce unit. In other words, Alibaba sacrificed some immediate earnings to capture what management sees as a massive opportunity in instant delivery – a digital commerce trend reshaping China’s e-commerce sector. Executives cited a addressable market in instant commerce and aim for in incremental gross merchandise value within three years from this segment. This tech investment strategy – prioritizing long-term growth over short-term margin – is a calculated gamble that many tech and retail giants will recognize. Alibaba’s approach offers a strategic lesson in balancing growth and profitability. By using the strength of its core businesses to fund new initiatives, the company is effectively trading near-term profit pressure for future upside. Notably, it’s not alone: rivals like Meituan and Pinduoduo are also plowing resources into similar quick commerce plays, even warning that industry-wide competition is squeezing margins. Alibaba’s leadership frames this as a necessary battle for market share and consumer mindshare that will pay off over time. As a result, investors appear willing to overlook profitability pressures in favor of Alibaba’s long-run positioning. Indeed, despite the earnings miss and reduced ecommerce margins, Alibaba’s stock jumped after the report – Hong Kong shares rose nearly 19% – as markets cheered the cloud/AI gains and the company’s strategic vision. Open-Source Models and New AI Chip: Monetization through Innovation Underpinning Alibaba’s AI success is a two-pronged innovation strategy: developing its own advanced AI chips and embracing an open-source approach to AI models. Alibaba has reportedly been testing a new AI chip designed for machine-learning inference workloads, built with a domestic semiconductor partner as a substitute for Nvidia’s high-end processors. This move, first reported by the , signals Alibaba’s determination to control its AI infrastructure stack amid geopolitical chip restrictions. Much like other cloud giants (AWS, Google, Microsoft) building custom silicon to power AI, Alibaba’s in-house chip effort aims to ensure it can meet exploding AI demand without bottlenecks. By reducing reliance on U.S. GPU suppliers, Alibaba gains strategic independence and potentially cost advantages in the long run. At the same time, Alibaba has gone all-in on open-source AI as a growth tactic. The company has aggressively released various AI models – including its large language model Qwen – as open source, allowing developers and enterprises to freely adopt them. Rather than directly charging for the AI models, Alibaba monetizes the usage by hosting those AI workloads on its cloud infrastructure. This open-source strategy has quickly expanded Alibaba’s AI ecosystem: by offering powerful models at no cost, it attracts a wide base of users who then consume Alibaba’s cloud computing and storage to run those models. It’s a clever AI cloud monetization playbook – essentially a freemium model where the software (AI model) is free, but the computing resources and value-added services generate revenue. Early signs suggest this is paying off, as reflected in the cloud division’s growth. Alibaba’s open approach also helps it keep pace with global AI developments, positioning it as a leader in China's e-commerce innovation through AI. By fostering an open developer community, Alibaba can drive adoption of AI in commerce (for example, AI tools for merchants) and funnel that activity onto its platforms. The synergy between Alibaba’s custom AI hardware and open-source software efforts is noteworthy. Owning the chip technology could enable better performance and cost efficiency for AI services on Alibaba Cloud, while open-source models drive more AI workloads to that cloud. Together, these initiatives strengthen Alibaba’s competitive moat in the fast-evolving AI landscape – a strategic blueprint that other enterprise tech leaders might emulate to build AI capabilities at scale. AI Elevates International Expansion Alibaba’s strategic emphasis on AI is also boosting its international digital commerce business. In the June quarter, the company’s International Digital Commerce Group (which includes global retail platforms like AliExpress and Southeast Asia’s Lazada) saw revenue climb 19% year-on-year. This outpaced overall growth and was accompanied by improving economics – the segment significantly narrowed its losses, approaching breakeven. Alibaba credits some of this success to leveraging AI and cloud tools in new markets. For instance, more overseas merchants adopted Alibaba’s AI-powered tools for marketing, procurement, and product listings, which drove additional monetization on its international wholesale platforms. In essence, AI is not only revitalizing Alibaba’s domestic cloud unit but also helping transform its global e-commerce footprint. This international momentum offers a case study in how cloud transformation and AI can enable expansion beyond a saturated home market. Alibaba is differentiating itself in markets like Europe, the Middle East and Southeast Asia by offering advanced digital commerce solutions (recommendation algorithms, analytics, etc.) as part of its platform. Those digital commerce trends – such as personalized shopping experiences and efficient supply chains powered by AI – are giving Alibaba an edge as it competes with other global e-commerce and cloud providers. For enterprise strategists, Alibaba’s example underscores the importance of infusing AI into products not just to optimize existing operations, but also to unlock growth in new regions and customer segments. Strategic Takeaways for Tech Leaders Alibaba’s June 2025 earnings illustrate a pivotal shift: the company is harnessing AI and cloud as strategic levers to drive growth, even if it means weathering short-term profit dips. Its experience offers several strategic lessons for C-level executives and digital business leaders navigating similar terrain. Key takeaways include: Invest in Future Growth Drivers, Manage the Trade-offs: Don’t shy away from bold investments in transformative technologies like AI and fast-commerce, even if they pressure margins in the short term. Alibaba demonstrates that a well-judged tech investment strategy – funding new growth pillars while optimizing core business efficiency – can position a company for long-term payoff. The key is communicating the vision to stakeholders so they understand the . Leverage AI to Transform Core Offerings and Expand Markets: Alibaba’s playbook shows the power of enterprise AI strategy in rejuvenating core businesses (e.g. cloud computing) and enabling expansion into new markets. By integrating AI across services and products, you can create differentiated value (such as smarter cloud solutions or AI-driven customer tools) that fuels both domestic growth and international expansion. Tech leaders should view AI not just as a buzzword, but as a catalyst to drive a broader cloud transformation and to enter emerging opportunities in the digital economy. Monetize through Open Innovation: Consider an open-source or ecosystem approach to drive adoption of your technology, then monetize the infrastructure and services behind it. Alibaba’s strategy of releasing AI models for free and monetizing the usage via cloud services is a compelling example of AI cloud monetization done right. By lowering barriers to entry, you can build a community around your platform – and ultimately convert that usage into revenue streams for your enterprise (e.g. cloud hosting, support, advanced features). The lesson is that openness and monetization can go hand in hand as part of a modern digital business strategy. In summary, Alibaba’s latest results reveal a company executing a long-term vision where AI and cloud are core to its identity. The firm is betting that – from AI chips to open models to new delivery paradigms – will secure its future leadership. For business leaders everywhere, it’s a vivid reminder that balancing immediate financial discipline with ambitious innovation is key to thriving in the era of digital commerce trends and rapid technological change. Alibaba’s journey suggests that those willing to strategically invest in AI, cloud, and innovation today are likely to be the winners in tomorrow’s digital economy. Sources: Hall, C. & Sophia, D.M. (2025). . Reuters PYMNTS (2025). Dignan, L. (2025). . Constellation Research Cao, A. & Chen, W. (2025). . South China Morning Post s Alibaba Group (2025). s The Tech Buzz (2025). Discover Rockbird Media – where industry leaders connect, ideas spark, and partnerships take flight. Explore our global B2B events, insights, and stories shaping the future of business.

By Zenia Pearl V. Nicolas Singapore’s marketing landscape is evolving fast — data, trust, and partnerships are now driving the next wave of digital growth. Once viewed as an add-on to digital advertising, affiliate marketing has now become one of the strongest revenue streams for Singaporean brands . According to impact.com ’s  latest report, 61% of brands in Singapore now attribute more than 21% of their total revenue to affiliate partnerships   ( Retail Asia ). This growth signals how performance-driven channels have evolved from “supporting” roles into strategic engines for measurable returns. As more businesses seek cost-efficient ways to drive engagement, affiliate programs are no longer just about clicks, they’re becoming vital to conversion and long-term brand trust. Budgets Are Rising — And Fast Affiliate budgets are surging across the island nation. Three-quarters (75%) of Singaporean brands increased their affiliate marketing budgets in the past year, and 80% plan to expand them again in 2026 ( Retail Asia ). Brands across Singapore are raising affiliate budgets to focus on performance, accountability, and measurable ROI. The reason? Clearer ROI tracking and performance-based payouts. Newsflash Asia  reports that brands are using affiliate programs to optimize spending, link directly to measurable outcomes, and reach niche audiences through trusted partners ( Newsflash Asia ). The Rise of Creator-Led Commerce Authentic voices now shape buying behavior — turning creators into Singapore’s most powerful new sales channel. Alongside traditional publishers and comparison platforms, i nfluencers and content creators are now central to affiliate strategies. About 48% of brands in Singapore rank creators as a top priority and plan to allocate between 25% and 50% of their affiliate budgets to influencer-driven partnerships ( Retail Asia ). The shift reflects a global trend toward “creator commerce” — where authentic voices, not just algorithms, drive conversions. I In Southeast Asia, over 80% of consumers say they’ve made purchases through affiliate links, proving that trust-based influence now converts as effectively as paid media ( Asian Business Review ). Challenges in a Growing Market Despite the enthusiasm, Singaporean marketers still face structural hurdles. Budget constraints and evolving consumer behavior each affect 37% of affiliate teams, while another quarter cites data privacy and attribution complexity as major roadblocks ( Retail Asia ). Even in a fast-rising market, brands face the twin hurdles of tighter budgets and shifting consumer expectations. To overcome these, many brands are integrating hybrid models combining flat fees with performance-based commissions and adopting AI-powered tracking tools to measure real-time ROI. Growth Now Runs on Partnership Affiliate marketing’s future in Singapore lies in smarter partnerships — where collaboration fuels measurable, data-backed growth. Singapore’s affiliate ecosystem mirrors a larger global reality: growth now depends less on control and more on collaboration. As traditional advertising faces rising costs and declining engagement, affiliate and partnership marketing provide a more transparent, relationship-driven path forward. For Singaporean brands, this evolution marks not just a shift in tactics but a change in mindset: From spending more, to spending smarter. References Retail Asia. (2025, November 4). Affiliate marketing drives over 21% of revenue for SG brands.  Retrieved from   https://retailasia.com/news/affiliate-marketing-drives-over-21-revenue-sg-brands   Newsflash Asia. (2025, November 4). Affiliate marketing drives growth for Singapore brands.  Retrieved from   https://www.newsflashasia.com/affiliate-marketing-drives-growth-for-singapore-brands/ Asian Business Review. (2025, July 23). Affiliate marketing fuels influencer-commerce growth in SEA.  Retrieved from   https://asianbusinessreview.com/news/affiliate-marketing-fuels-influencer-commerce-growth-in-sea

By: Zenia Pearl V. Nicolas At a recent presentation, Marc Palomares, Partnership Account Manager APAC at Rakuten Viber , walked business leaders through how the 8×8 and Rakuten Viber partnership is helping enterprises unlock new opportunities in customer communications. His session highlighted not just new tools, but also the broader shifts shaping the way businesses engage with consumers in 2025. A Partnership That Keeps Growing Palomares traced the journey of the 8×8–Rakuten Viber alliance , which began in 2019. Over the years, the collaboration has grown steadily, with 100+ new partners onboarded and a remarkable 51% year-over-year growth in business messaging adoption. The partnership is more than a technology integration, it is positioned as a strategic enabler, helping enterprises connect with people in ways that feel secure, seamless, and human. Why Businesses Need to Act Now Drawing on global and local data, Palomares presented three key opportunities that define consumer behavior today: Smartphones dominate shopping. Globally, 45% of consumers shop online at least once a day. In the Philippines, 92% of shoppers use phones for transactions, making it the #1 market for online financial services . Personalization is now expected. Globally, 71% of consumers expect personalized interactions. In the Philippines, 87% of consumers spend more with businesses that deliver highly relevant, adaptive experiences . Messaging has become a daily habit. Globally, users spend 6h 38m online daily , with 2h+ on social platforms. In the Philippines, people spend nearly 9 hours online , with more than 3h on social media and messaging apps. Palomares explained that these patterns underline the importance of meeting consumers where they already are on mobile and messaging platforms if businesses want to build trust and loyalty. Viber for Business: The Super App for Modern Enterprises Palomares introduced Viber for Business as a super app that brings together brands and users in one ecosystem. For businesses, this means a full suite of solutions designed for every stage of the customer journey: Viber Advertising Solutions to boost brand visibility. Viber Rich Business Messaging for tailored, interactive conversations. Viber Business Calls enabling free, click-to-call connections worldwide. Interactive Business Messaging to showcase products, streamline decisions, and drive conversions. Tools such as carousel messages and list messages illustrate how Viber enables businesses to communicate smarter and more efficiently, turning engagement into meaningful customer action Security as a Priority Palomares also underscored the critical role of secure business messaging . With growing concerns around fraud and data protection, Viber for Business provides features like OTP verification, encrypted communications, and fraud-prevention mechanisms. These help businesses enhance customer trust while keeping transactions safe. From Communication to Growth For enterprises and decision-makers, the focus always comes back to measurable impact. Palomares pointed to how 8×8 and Viber solutions deliver results in the form of: Higher click-through rates (CTR) through interactive messaging. Better sales conversions driven by personalization. Stronger reach and engagement , especially in mobile-first markets like the Philippines. Together, these solutions highlight how communication is evolving into a driver of growth, loyalty, and long-term customer value . Looking Ahead: The Blueprint for 2025 As 2025 unfolds, Palomares positioned the 8×8–Rakuten Viber partnership as a model for how businesses can thrive in the new communications landscape. With the Philippines and other emerging markets showing rapid digital adoption, enterprises that embrace this approach will be better equipped to enhance, secure, and automate customer experiences . The message was clear, business communications are no longer just about sending information, they are about creating secure, personalized, and lasting relationships with customers. Discover Executive Roundtables and Bespoke Enterprise Events with Rockbird Media

By: Zenia Pearl V. Nicolas Europe’s mobile industry is crowded. In 2024, more than 40 operators each served at least half a million customers. In the United States, only five players dominate. China and Japan each have four, and South Korea has three. That difference, Telefonica’s new chief executive Marc Murtra argues, leaves Europe struggling to fund the next wave of technologies such as AI and 5G. Murtra, who stepped in as executive chairman in January after running Spain’s Indra, says the industry cannot remain so fragmented. “If Europe wants strategic autonomy and technology, we’re going to have to have large European technology operators,” he told Reuters. Divesting in Latin America, Buying in Europe Telefonica is selling units in Argentina and Uruguay and may offload businesses in Chile, Mexico and Ecuador. Analysts at Kepler estimate those moves could free up as much as €3.6 billion for acquisitions. The group has looked at Vodafone Spain, Germany’s 1&1, and even a larger stake in Virgin Media O2. Sources say Brazil also remains a priority market. Telefonica has not confirmed any specific targets. Regulators Under Pressure For years, EU regulators blocked mergers on the grounds that fewer operators would hurt consumers. That stance may be softening. The Vodafone–Three UK deal, approved earlier this year with conditions to protect rural coverage and network quality, suggests Brussels could be more flexible. Moody’s analyst Carlos Winzer sees the logic. “The regulators gain strategic investments and improvement in the quality of the networks, and on the other side, operators gain scale, which is absolutely fundamental in this industry,” he said. Still, obstacles remain. The EU’s Foreign Subsidies Regulation requires extra scrutiny of deals involving outside capital. Antitrust concerns are never far from the surface. Critics warn consolidation may limit choice and raise prices. A High-Stakes Bet Telefonica’s shares have bounced since Murtra took over, but the company is still half the size it was a decade ago and remains one of Europe’s most shorted stocks. Selling off Latin American units could buy time, but the bigger bet is that Europe is ready to allow a wave of tie-ups. Some bankers expect consolidation within individual countries first, followed by cross-border deals. If Telefonica succeeds, rivals like Orange, Deutsche Telekom and BT may follow. If not, the region risks remaining stuck with too many operators, all too small to compete globally. Sources Andres Gonzalez, , “Telefonica looks to M&A to give European telecoms broader vision,” September 8, 2025. , “Telefonica’s Strategic M&A Push: Can European Telecoms Consolidation Unlock Value and Scale?” September 2025 . Discover Rockbird Media ’s B2B events — from HR technology conferences to executive roundtables — driving digital transformation and growth across Asia.

By: Zenia Pearl V. Nicolas Amazon is rolling out Lens Live , a new AI-powered feature that lets shoppers point their phone cameras at any object and instantly see similar products available on Amazon. The update builds on Amazon Lens, which already supported image uploads and barcode scans. Now, with real-time recognition, customers can browse a swipeable carousel of matches, add items to their cart, or save them to wishlists all without leaving the camera view. The tool is initially available to tens of millions of iOS users in the U.S., with plans to expand in the coming weeks. AI in Action: Rufus Joins the Experience What sets Lens Live apart from earlier iterations is its integration with Rufus, Amazon’s AI shopping assistant. As customers pan their camera around a room or focus on a specific item, Rufus provides quick product summaries, answers suggested questions, and highlights what makes each item stand out. The assistant’s conversational approach is meant to speed up research and decision-making, giving shoppers more context before hitting “buy.” Amazon says Lens Live uses a lightweight computer vision model to detect objects in real time and a deep learning embedding system to match them against billions of listings. Running on AWS SageMaker and OpenSearch , the feature is designed for both accuracy and scale. Why Visual Search Matters Now The release of Lens Live reflects a broader trend in e-commerce: visual search is becoming central to product discovery. Competitors are pushing similar innovations Google Lens tailors results to specific stores, Pinterest emphasizes style recognition, and eBay has tested virtual try-ons. Pinterest CEO Bill Ready even described his platform as having “effectively become an AI-enabled shopping assistant” earlier this year. For Amazon, the stakes are higher. By linking visual discovery directly to checkout, the company shortens the path from curiosity to purchase, strengthening its hold over impulse shopping. Tech analysts say the move could make comparison shopping even more seamless, especially for consumers already browsing in physical stores. A Double-Edged Sword While the technology promises convenience, some observers worry about its impact on consumer behavior. By turning the world into a catalog, Lens Live could encourage more impulsive buying. TechRadar noted that “every object becomes a possible purchase, and your camera redirects your buying impulse in seconds”. Others see it as a natural progression of Amazon’s AI-driven strategy. In the past year alone, the retailer has launched AI review summaries, personalized product prompts, and fit prediction tools. Lens Live may simply be the most visible and literal expression of that push. Shaping the Future of Shopping Amazon CEO Andy Jassy has described AI as a way to “reinvent” customer experience. Lens Live is part of that vision, positioning Amazon not just as a marketplace but as a real-time shopping assistant . If successful, it could redefine how people interact with retail platforms, merging offline discovery with instant online purchasing. For now, Lens Live is limited to iOS users in the U.S. But if adoption is strong, it may not be long before the feature becomes a default part of how millions of people shop, without typing a single word. Sources , “Amazon integrates Lens visual search with its AI shopping assistant” (Sept 2025). , “Introducing Amazon Lens Live” (Sept 2025) . , “Amazon integrates Lens visual search with its AI shopping assistant” (Sept 2025). , “Amazon’s Lens Live AI shops for anything you can see” (Sept 2025). , “Amazon launches Lens Live, an AI-powered shopping tool for use in the real world” (Sept 2025). , “Amazon is giving your camera an AI-powered shopping cart” (Sept 2025).  Discover how Rockbird Media, a trusted B2B events producer , delivers high-impact conferences for global leaders.