AIA recognised at Malaysia Technology Excellence Awards 2026 for AI-powered co-pilot and nudge engine

Its AI-driven innovations, the Generative AI co-pilot Tanya and Smart Nudge, are transforming agent productivity and engagement.

Insurance company AIA emerged victorious at the Malaysia Technology Excellence Awards 2026, winning accolades in the Insurtech - Life Insurance and AI - Life Insurance categories.

The company was recognised for its Generative AI co-pilot, Tanya, developed to support its broader digital transformation and frontline empowerment agenda, as well as its nudge engine, Smart Nudge, which delivers personalised, data-driven prompts to agents using real-time insights.

Tanya replaces slow, manual searches across PDFs and multiple systems with instant, accurate, and structured answers, delivered directly within the AIA Life Planners app. This capability significantly reduces preparation time whilst enhancing the quality and professionalism of client interactions.

From a strategic perspective, Tanya focuses on four key areas: speed and time to value; consistency and governance; simplification of insurance concepts; and empowerment across all agent levels. Its standout features include instant Q&A, structured product comparisons, up-to-date information, tailored responses for specific client scenarios, consistent messaging across the agency force, and a mobile-friendly interface designed for real-time use.

By standardising messaging and closing knowledge gaps, Tanya raises the bar for advisory quality across Malaysia’s insurance landscape.

Meanwhile, at the heart of Smart Nudge is an AI avatar engine that dynamically selects the most effective persona — such as an agency leader, sales head or AIA management — to deliver personalised messages and performance nudges to agents.

More than a communication tool, the engine simplifies complex insights and provides actionable prompts that guide agents towards opportunities they might otherwise overlook. This ensures communication that is relevant, credible, and timely.

Within the initiative’s first year, more than 1,200 previously inactive agents were reactivated, contributing to a meaningful uplift in new business value. Non-financial KPIs were also exceeded, with an impressive 70% adoption rate against the initial 40% target.

The Malaysia Technology Excellence Awards recognises outstanding companies at the forefront of technological innovation and digital transformation, playing a pivotal role in driving Malaysia’s rapidly growing economy to greater heights.

The Malaysia Technology Excellence Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Danica Avila (+65) 3158 1386 or [email protected].