APAC

As buyers delay contacting vendors until deep into their decision-making, the real constraint on personalisation isn't technology — it's trust.

Brand preference doesn’t disappear, but it splits into two audiences. The consumer still forms the preference. They decide which brands they trust enough to let an agent act for them, and that decision stays emotional and human, says Brian Kealey, Managing Director, APAC, Klaviyo.

As AI agents like Alexa for Shopping and Walmart's Sparky curate shortlists rather than search pages, brands need answer-engine optimisation to be seen.

Are APAC shoppers excited about BFCM? The western shopping trend may not hold a candle to China’s Single’s Day but brands still see it as the largest growth market

Martechvibe chatted with Singapore-based Sathya Anand, Digital Strategy Director at Iris, about how brands can create sustainable value for customers.