Infobip’s new report, “The AI Advantage: How Leading Brands Thrive in a 24×7 Customer World,” makes a simple claim about Asia-Pacific: hyper-connected consumers with mobile penetration above 100 percent now expect continuous, personalized conversations, and only AI can deliver them at scale. The study charts how generative, agentic, and conversational AI are converging across messaging, voice, and in-app channels to automate routine queries, shorten resolution times, and maintain brand tone throughout the journey—without forcing customers to repeat themselves.

The signal for brands is operational, not just strategic. Leaders are redesigning workflows so AI handles triage, routing, and summarization, while human agents focus on high-stakes interactions. Quiet revolutions—automatic intent recognition, channel switching without context loss, proactive alerts triggered by events—compound into tangible metrics: higher CSAT, lower cost per contact, and greater lifetime value. Because many APAC markets leapfrogged to mobile-first behavior, the gains show up faster and louder in these geographies than elsewhere.

The report also underlines data responsibility and localization. To be trusted, AI must respect consent, keep data within national boundaries when required, and provide transparency about decisions. Multilingual support is non-negotiable in markets with dozens of languages; brands that embed local idioms and cultural norms into bots see sharper engagement. The practical takeaway is to start with a single painful customer journey, measure outcomes, and scale patterns that work. In other words: pick a high-friction moment, prove value, and roll out across channels. For APAC leaders, AI is not a moonshot; it is an operating system for customer experience. Those who invest in orchestration, first-party data, and agent tooling will set the pace, while laggards watch expectations race ahead. The new baseline is always-on, contextual, and personal. Starting now matters.