SBS Transit recognised at Asian Experience Awards 2025 for AI-powered digital concierge

AIVA is a realistic digital human designed to assist commuters with travel information.

Leading public transport operator SBS Transit took home the coveted award in the Singapore Digital Experience of the Year - Transportation category at the esteemed Asian Experience Awards 2025. Its Artificial Intelligence Virtual Assistant, AIVA, which helps commuters with travel information in real-time at its transport nodes, was a unanimous choice amongst the judges.

What sets AIVA apart with her AI and generative AI technology is her relatable human appearance. Dressed in SBS Transit’s uniform, she is ever-ready and prompt to answer questions that commuters have regarding their journeys, such as what bus routes one can take to a destination, the operating hours, the next bus arrival timings, ticketing issues, or even help with directions to the amenities located within the transport hub. With a welcoming smile and an attractive and friendly face, she puts commuters at ease when they are anxiously searching for information!

AIVA was introduced in 2024 to elevate commuters’ travel experiences by offering them an alternative touchpoint to assist with common travel-related enquiries. Not only does AIVA delight commuters, but she also enables frontline staff to be more productive, where they are able to focus attention on higher-value tasks.

Co-developed with Pantheon Lab, a Hong Kong MarTech startup, AIVA incorporates a localised Large Language Model tailored to Singapore’s public transport landscape, enabling her to deliver context-relevant responses.

AIVA is also designed to be adaptive, evolving in tandem with changing commuter needs. Her effectiveness is continually assessed through user feedback, allowing her to learn and improve over time. This reinforces SBS Transit’s commitment to service excellence and smart mobility solutions.

Currently deployed at Ang Mo Kio Bus Interchange and Punggol Coast MRT Station on the North East MRT Line, AIVA is expected to be scaled up across more transport nodes over the next 12 months.

The launch of AIVA has had a significant impact on SBS Transit and the wider public transport industry. The company has earned recognition as the industry’s digital transformation leader with strong potential to influence similar innovations in other urban mobility networks across the region.

The Asian Experience Awards recognises the ingenious initiatives of creative companies in delivering meaningful brand experiences to their stakeholders, and SBS Transit is one of the leading lights. 

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].