Singtel takes home accolade at the Asian Innovation Excellence Awards 2025

The company’s PRISM platform merges AI and behavioural analytics to predict churn, personalise offers, and enhance customer retention in Singapore’s telecom market.

Singapore Telecommunications Ltd (Singtel) won the Singapore Next-Gen Consumer Experience Innovation of the Year - Telecommunications category at the Asian Innovation Excellence Awards 2025 for its PRISM platform (Proactive Retention Intelligence and Smart Modelling).

PRISM introduces a self-learning system powered by Generative AI and deep learning models built for telecommunications data. It analyses thousands of daily customer interactions – from voice calls to live chats, and emails – converting raw data into actionable insights. This allows the company to anticipate customer needs and respond proactively. Integrated with OpenAI’s GPT-4 and DSPy, PRISM extracts over 800 behavioural features, such as sentiment, tone, and competitor mentions, which are used to predict churn, design retention strategies, and personalise offers.

Singtel’s system gets smarter with every customer interaction. It uses advanced AI technology that performs better than industry benchmarks, allowing Singtel to spot 6% more customers each month who are likely to leave – so teams can act swiftly to address their concerns. 

This generates revenue uplift across Singtel’s Consumer Mobile and Broadband business. Every AI recommendation comes with explainable insights, enabling business teams to understand the reasoning behind every action.

Beyond PRISM, Singtel enhances customer experiences with a suite of AI tools like its Gen AI chatbot, Shirley, which handles routine tasks like bill waiver requests. It will soon deliver more accurate, human-like responses from better understanding customers’ intentions. AI also provides its care agents with real-time prompts, product suggestions, and automated summaries – helping them to resolve issues faster, build stronger rapport with their customers, and identify upsell opportunities more effectively. 

By combining AI innovation with human expertise, Singtel delivers faster, more personalised service – reshaping how it connects with and supports its customers. These advancements reflect Singtel’s vision of becoming an AI-first Telco of the Future, where artificial intelligence powers every part of the business – from optimising networks to delivering hyperpersonalised customer experiences. Through initiatives like PRISM, Singtel is transforming how it serves customers – using AI as a strategic enabler for smarter, more proactive engagement.

The Asian Innovation Excellence Awards recognises organisations that achieve measurable outcomes through innovation and operational improvement. The programme highlights initiatives that address key challenges across industries in Asia.

The Asian Innovation Excellence Awards is presented by Asian Business Review. To view the full list of winners, click here. For more information on the awards programme, you may contact Julie Anne Nuñez-Difuntorum at (+65) 3158 1386 ext 242 or at [email protected].