CX Summit 2025: Embracing Human-Centred Innovation in an AI World

25 November 2025

KUALA LUMPUR: The 10th Edition of the CX Summit, held on 11–12 November 2025 at One World Hotel in Kuala Lumpur, highlighted a crucial message for Malaysian organisations: how to harness new AI technologies while ensuring customer experience (CX) remains rooted in human needs, empathy, and trust,  values now recognised as the true currency in the CX economy.

Under the theme "CX – Reimagining a New World," the summit attracted its highest attendance yet, reflecting the urgent need for businesses to enhance their CX capabilities amid rapid digital transformation.

Throughout the event, industry leaders emphasised that technology must serve to enhance — not replace — human connection. While AI, automation, and data-driven tools are reshaping customer service, speakers underscored that authentic CX relies on human judgement, emotional intelligence, and relationship-building, which remain vital differentiators. The consensus was clear: technology enables scale, but people create the experience.

A key highlight was the launch of the *State of CX in Malaysia Report 2025*, a joint publication by CX Malaysia and Twimbit, supported by the Malaysia Digital Economy Corporation (MDEC). Malaysia is the first country in the region to publish a national CX benchmark, reaffirming its commitment to raising service standards across industries. The report revealed continued progress, with the national CX score rising from 3.61 in 2024 to 3.78 in 2025.

In his foreword, Minister of Digital, Gobind Singh Deo, emphasised the importance of CX in Malaysia’s digital initiatives: “Customer experience is now a cornerstone of our economy,  driving competitiveness, innovation, and inclusion. As we deepen Malaysia’s digital economy under the Malaysia Madani framework, CX ensures that digital transformation delivers genuine human value.”

Vig Sivalingam, Chairperson of CX Malaysia, reflected on the journey: “When we launched the Malaysia CX Index in 2024, our goal was to create a national benchmark for delivering exceptional customer experience. This year, we have expanded that index to better reflect how experience excellence continues to evolve across the economy.”

The summit also introduced the CX Malaysia Global Advisory Panel, comprising leading CX practitioners from Malaysia and abroad, including Shep Hyken, Manoj Menon, George Aveling, Manpreet Singh (CCXP), Lau Yin May, Raymond Devadass, and Michelle Liew. The panel will support the nation’s CX development, sharing best practices and fostering a service culture founded on trust and rapport.

The #DigitalCX Marketplace showcased a range of innovative technology from global and regional leaders such as Genesys, NTT Data, Cisco Webex, Zoom, Zendesk, Zoho, Freshworks, Sprinklr, and Alibaba Cloud. Many exhibitors highlighted how AI-driven tools are designed to support customer-facing teams, enhancing speed, accuracy, and personalisation without compromising human interaction.

With over 600 delegates attending, CX Summit 2025 reaffirmed Malaysia’s momentum in advancing CX across both public and private sectors. The event made it clear that as AI transforms the business landscape, organisations must remain committed to human-centric principles that foster trust and loyalty. The future of CX lies in the intelligent integration of trusted human experience with advanced AI technologies.