Hyper-Personalisation and AI: The Future of MarTech in Southeast Asia
Southeast Asia’s marketing game isn’t just changing - it’s mutating. The ET MarTech+ Summit 2025, dressed up under the theme “The Art and Science of Personalisation Beyond Transaction,” made one thing clear: brands in this region can’t keep coasting. Hyper-personalisation, AI-driven MarTech, and the messy but inevitable convergence of MarTech and AdTech are rewriting the playbook for how businesses connect with 650 million restless, mobile-first consumers. Let’s cut through the noise and get practical. Here’s what this actually means for brands in SEA. Hyper-Personalisation in Southeast Asia: More Than Just Product Push 88.9% of Southeast Asians go online through their phones. That’s not just a stat - it’s a warning sign. These consumers expect marketing to know them, not stalk them. And they’re quick to swipe away when brands miss the mark. FAQ: What is hyper-personalisation in MarTech? It’s using AI and real-time data to create experiences so tailored they feel one-to-one, n...