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Telkomsel Transforms Operations with Google Cloud’s GenAI

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New initiatives to integrate Google Cloud AI into Telkomsel’s MOANA, MyTelkomsel, myEnterprise, and MyAds platforms build on its existing collaborations with Google Ads, Android, and YouTube.

At Mobile World Congress 2024 (MWC), Telkomsel announced a strategic collaboration with Google Cloud to integrate enterprise-grade generative AI (gen AI) into its operations and core product offerings for consumers and businesses. This move, which builds on Telkomsel’s ongoing use of Google’s AI-powered advertising tools like Performance Max, aims to transform employee and customer interactions, boosting satisfaction across the board and setting up the company for its next phase of business growth.

Derrick Heng, Chief Marketing Officer, Telkomsel, said: “To deliver innovative connectivity solutions and services that empower Indonesians, Telkomsel, as Indonesia’s leading digital telecommunications service provider, is committed to enhancing its internal operations and delivering hyper-personalized and seamless digital customer experiences across its B2C, B2B, and B2B2C segments. Telkomsel hopes to unlock more opportunities for accelerating Indonesia’s economic and digital ecosystem growth through its integrations with Google Cloud’s advanced, secure-by-default, and private-by-design gen AI capabilities in 2024, as well as its continued collaborations with Google Ads, Android, and YouTube.”

Delivering gen AI-powered, real-time assistance for employee

With support from PT Metrodata Electronics (Metrodata), a Google Cloud partner, Telkomsel is elevating the employee experience with gen AI. Utilizing Google Cloud’s Vertex AI platform and foundation models, Telkomsel has built a gen AI-powered conversational agent that is being integrated into its MOANA (Mobile Office Application and Automation) app used by more than 6,000 employees.

MOANA is a central hub for employees to complete HR-related tasks like requesting leave, accessing personal records, and reviewing payslips. It is also the source for company updates, policies, and resources. The conversational agent will offer employees instant support and on-demand guidance—with embedded links to relevant information sources, helping workers reclaim significant time spent deciphering complex HR policies or waiting for HR assistance. This will not only address pain points that can hamper employee satisfaction; it will also boost employee productivity and free up Telkomsel’s HR team to focus on core responsibilities like talent development and workplace culture.

In addition, Telkomsel is turning to gen AI to assist its network planning, product development, and sales teams to transform network operations and strengthen digital inclusion in Indonesia. The company is embarking on a strategic initiative with Google Cloud to build a gen AI-powered solution that analyzes data from cell towers and fiber optic systems to deliver recommendations in natural language. This solution can then be used to more quickly and easily identify locations with connectivity gaps for future network infrastructure expansion and design fixed mobile convergence (FMC) offerings tailored for different customer segments. 

Reimagining customer interactions across channels with GenAI

Further advancing its commitment to delivering customer-centric products and services, Telkomsel is integrating its enterprise databases—stored in Google Cloud BigQuery and Datastore—with Vertex AI Search to build sophisticated gen AI-powered search assistants for users of its MyTelkomsel and myEnterprise apps. These assistants offer intuitive auto-completion, natural language understanding, and search results tailored to individual usage patterns, empowering users to find solutions quickly.

Subscribers often struggle to choose the right plan, understand complex policies, or access timely customer support. Built with the support of Google Cloud partner Devoteam, MyTelkomsel’s new search assistant addresses these challenges by turning rigid keyword-based searches into quick conversational exploration. Whether it is discovering promotional offers that directly match their needs or troubleshooting common issues, users will gain greater control and save time navigating the self-service app.For its corporate clients, the search assistant on myEnterprise turns a centralized knowledge hub into an intelligent helpdesk, enabling B2B customers to proactively manage their accounts and make faster decisions. Built with support from Metrodata, this assistant helps them discover optimal mobile plans for their workforce, instantly compare product options, spot cost-saving opportunities, and troubleshoot connectivity issues.

As an extension of its recent collaboration with Google to help corporate clients deliver more engaging brand experiences to end-consumers via RCS Business Messaging (RBM), Telkomsel is also building a new gen AI-powered Content Management System for RBM that is built on Google Cloud infrastructure and the Gemini models on Vertex AI. This system will enable corporate clients to replace traditional text-based SMS marketing with interactive conversations fueled by text, image, audio, and video content. It will be integrated with Telkomsel MyAds to create a unified advertising platform with dashboards for clients to track, analyze, and optimize cross-channel marketing performance.

Mark Micallef, Managing Director, Southeast Asia, Google Cloud, said: “Telkomsel is moving at impressive speed and scale to make enterprise-grade gen AI accessible and useful to its employees and customers. It is driving productivity, personalization, and top-line growth by enabling people to comprehend information and find solutions to problems in highly intuitive ways. We are excited to continue collaborating with Telkomsel to launch gen AI innovations for its customers across segments and exploring more ways to apply the technology for real-world impact.”

Telkomsel’s collaboration with Google Cloud in gen AI further complements its existing collaborations with other Google product teams to enhance its IndiHome FMC offering with Android TV set top boxes, expand the reach of other offerings through personalized ads on Android TV, and increase the variety of digital lifestyle offerings available via MyTelkomsel. The latter includes various data bundles with Google Play Pass or YouTube Premium for consumers, with direct carrier billing for greater convenience.

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