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Omnichat’s Commerce Leadership Forum 2025 showcased how AI-powered messaging platforms like WhatsApp are transforming customer interactions and operational efficiency across industries, with leading brands sharing success stories.
Omnichat, a prominent omnichannel AI customer experience platform, recently convened its Commerce Leadership Forum 2025 Series across the Meta Singapore and Meta Malaysia offices, bringing together high-profile leaders from Meta, Volvo Car Malaysia, and Writers At Work. The discussions centred on the transformative impact of artificial intelligence (AI), data-driven insights, and the WhatsApp Business Platform in revolutionising customer engagement strategies.
Global trends underscore messaging as a pivotal channel for business communication, with over one billion people connecting with business accounts weekly via Meta’s messaging services. Vicky Yiu, APAC Strategic Partnership Manager at Meta, highlighted findings from Kantar’s 2024 Business Messaging Usage Research which revealed that 79% of global online adults message businesses at least once a week. She emphasised the interactive nature of WhatsApp Business Platform’s features, including ‘WhatsApp Flows’, which facilitate efficient user interactions such as data collection and appointment scheduling.
Albert Tiong, Regional Program Manager at Meta, elaborated on the advantages of Meta Business Messaging by noting its superiority over traditional channels across the entire customer lifecycle—ranging from discovery and awareness to purchase and re-engagement. He pointed out a notable year-on-year doubling in the number of businesses using paid messaging products, illustrating growing confidence in these tools for marketing, sales, and customer service enhancement.
The forum also spotlighted how established companies can successfully adopt conversational commerce to drive digital transformation. Patricia Yaw, Director of Marketing Operations and PR at Volvo Car Malaysia, shared how the brand has shifted from fragmented communication to a centralised, WhatsApp-driven customer engagement platform. This change debuted during Volvo’s highly anticipated EX30 launch, which set new records for the company in test drive bookings, media impressions, and public relations impact. Yaw cited impressive metrics associated with WhatsApp communication, including a 93% message read rate and a click-through rate (CTR) seven times higher than that of email. Additionally, Volvo’s chatbot handles roughly one in four discovery questions, demonstrating notable efficiency.
The impact of these technologies on event outcomes was also discussed, with Patricia noting that the ‘Choose your 90’ launch event achieved a 90% turnout rate along with the highest lead-to-opportunity conversion rate the company has recorded.
Alan Chan, Founder and CEO of Omnichat, framed AI-driven conversational commerce as a game-changer in business-customer interactions. He explained how Omnichat’s AI technology enables companies to design customised AI agents capable of being trained with company documents and resources, delivering prompt and accurate responses around the clock. This enables personalised customer experiences, from instant support to tailored recommendations, facilitating continuous engagement across all touchpoints.
The education sector was represented by Ang Kai Ning, HR and Finance Director of Writers At Work, who described the strategic use of WhatsApp Business Platform powered by Omnichat to streamline operations. Beyond routine messaging, WhatsApp functions as a tool for promotional messaging, efficient scheduling, and responsive customer support. The education centre reported a 77.71% read rate and an 11.85% CTR on webinar promotions, achieving a 90% attendance rate. Their chatbot managed 75,000 customer messages over the previous year—with 99% conducted via WhatsApp—highlighting the platform’s role in driving operational efficiency and strong engagement.
Omnichat, recognised as the sole Meta Business Partner and LINE Biz-Solutions Tech Partner in the Asia-Pacific region, supports over 5,000 brands including major international retailers and enterprises by centralising communication and advancing digital transformation initiatives. This forum series underscored the value of collaboration and innovation by inspiring attendees to embrace new technologies and reimagine customer engagement for the digital age.
The Commerce Leadership Forum 2025 stands as a vivid example of how integrating conversational AI with messaging platforms like WhatsApp can unlock superior customer experiences, optimising both marketing outreach and operational efficiency across diverse industries.
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Source: Fuse Wire Services
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