balancing AI innovation with human-centred experience
The 2025 CX Summit
The 10th edition of the CX Summit, which took place at the One World Hotel from November 11–12, 2025, focused heavily on a topic that is relevant to Malaysian businesses: how to use new AI technologies while making sure that customer experience (CX) stays built on human needs, empathy, and trust. CX is now acknowledged as a defining currency in the CX economy.
The Summit, which had as its topic “CX – Reimagining A New World,” had its largest attendance to date, demonstrating the increasing pressure on companies to improve their CX skills as the economy’s digital transformation picks up speed.
A Human-Centred Approach in an AI-Driven Era
Speakers emphasised the growing significance of striking a balance between digital efficiency and deliberate, compassionate involvement during keynotes and panels.
Industry executives emphasised that successful CX cannot rely solely on technology, even while AI, automation, and data-driven solutions are changing how businesses service customers. Relationship-building, human judgement, and emotional intelligence remain crucial differentiators.
This well-rounded strategy became the Summit’s main theme: people make the experience, but technology allows growth.
Malaysia Unveils the State of CX in Malaysia Report 2025
One significant event was the release of the State of CX in Malaysia Report 2025, which was co-published by Twimbit and CX Malaysia with assistance from the Malaysia Digital Economy Corporation (MDEC).
As a testament to its dedication to improving service standards across industries, Malaysia continues to be the only nation in the region to publish a national CX benchmark.
The National CX Score increased from 3.61 in 2024 to 3.78 in 2025, indicating a discernible improvement across the country, indicating further development this year.
The relevance of CX in producing significant results from Malaysia’s digital activities was emphasised by Minister of Digital YB Gobind Singh Deo in the foreword to the State of CX Report 2025:”Customer experience is now established as an economic pillar — driving competitiveness, innovation and inclusion. As we deepen our digital economy under the Malaysia Madani framework, CX ensures that digital transformation delivers tangible human value.”
According to Chairperson of CX Malaysia, Vig Sivalingam:”When we launched the first-ever Malaysia CX Index in 2024, our goal was simple yet ambitious — to create a national benchmark that measures how well Malaysian companies deliver on the promise of great customer experience. This year, we take that journey forward with a broader, deeper, more representative index that reflects how experience excellence is evolving across the economy.”
Global Advisory Panel to Guide Malaysia’s CX Future
Leading CX practitioners from Malaysia and outside, including Shep Hyken, Manoj Menon, George Aveling, Manpreet Singh (CCXP), Lau Yin May, Raymond Devadass, and Michelle Liew, formed the CX Malaysia Global Advisory Panel, which was also introduced at the Summit.
In order to assist organisations in striking a balance between digital innovation and a robust service culture based on establishing trusting relationships with customers, the panel will promote national CX development, best practices, and capability-building.
DigitalCX Marketplace Showcases Technology that Supports Human Experience
Genesys, NTT Data, Webex by Cisco, Zoom, Zendesk, Zoho Corp, Freshworks, Sprinklr, and Alibaba Cloud were just a few of the global and regional tech giants that were at the #DigitalCX Marketplace.
Many of the exhibitors who showed off cutting-edge CX innovations stressed how AI-powered tools are being used more and more to help customer-facing teams by making things faster, more accurate, and more personalised without reducing the need for human contact.
Towards a Digitally Advanced and Human-Centred CX Ecosystem
Over 600 people came to CX Summit 2025, which boosted Malaysia’s efforts to improve CX in both the public and private sectors.
As AI changes the business world, the event made it clear that companies must stay true to customer-focused ideals that build trust and loyalty.
Customer experience (CX) will not only be digital in the future; it will also be smartly combining trusted human experience with cutting-edge AI technologies.