Revolutionising Customer Engagement: Omnichat’s Commerce Forum 2025 Highlights AI Innovation

26 September 2025

KUALA LUMPUR: Omnichat, a leading omnichannel AI customer experience platform, recently hosted its Commerce Leadership Forum 2025 Series at the Meta offices in Singapore and Malaysia. The event gathered industry leaders from Meta, Volvo Car Malaysia, and Writers At Work to discuss the transformative role of AI, data-driven insights, and the WhatsApp Business Platform in reshaping customer engagement.

Messaging businesses is a global trend, with one billion people connecting with business accounts weekly across Meta’s messaging services. Vicky Yiu, APAC Strategic Partnership Manager at Meta, emphasised the potential of messaging for customer engagement. “Kantar’s 2024 Business Messaging Usage Research reveals that 79% of online adults worldwide message businesses weekly. The WhatsApp Business Platform, including ‘WhatsApp Flows’, offers interactive in-chat experiences that enable efficient and user-friendly interactions such as data collection and scheduling.”

Albert Tiong, Regional Program Manager at Meta, illustrated that “Meta Business Messaging delivers better results across the customer lifecycle compared to traditional channels. From discovery and awareness to consideration, purchase, and re-engagement, two-way conversations drive improved marketing, sales, and support outcomes.” He also noted that businesses utilising paid messaging products have seen a doubling in numbers year-on-year.

Patricia Yaw, Director of Marketing Operations and PR at Volvo Car Malaysia, is spearheading the brand’s digital transformation by demonstrating that even traditional industries can evolve through conversational commerce. By adopting a centralised chat strategy, Volvo Car Malaysia now delivers personalised customer experiences entirely via WhatsApp. This strategic shift—from fragmented communication channels to a unified WhatsApp Business Platform—was showcased during the highly anticipated launch of the EX30, which set new benchmarks for the brand with record test drive bookings, media impressions, and PR share of voice.

“Using WhatsApp has delivered impressive performance metrics, including a remarkable 93% read rate. The click-through rate (CTR) is seven times higher than that of email,” she said. Additionally, the chatbot handles one in four discovery questions, demonstrating its efficiency in facilitating user inquiries.

Reflecting on the impact of WhatsApp on their launches, Patricia noted that the “Choose Your 90” event achieved a 90% attendance rate and the highest lead-to-opportunity conversion rate to date.

Alan Chan, Founder & CEO of Omnichat, showcased the transformational impact of AI-driven conversational commerce, explaining how businesses can harness automation and personalisation to optimise sales and improve customer satisfaction.

“AI-powered conversational agents are revolutionising how businesses interact with customers,” Alan stated. “Omni AI enables companies to create customised AI agents for various functions, upload documents and resources to train them, and deliver faster, more accurate responses. From providing 24/7 instant support to sending hyper-personalised recommendations, AI allows organisations to engage customers effectively at every touchpoint.”

Ang Kai Ning, HR & Finance Director of Writers At Work, highlighted how their education centre strategically leverages the WhatsApp Business Platform, facilitated by Omnichat, to enhance various aspects of their operations. Beyond basic messaging, WhatsApp has become a dynamic platform for interactive engagement, including promotional messaging, efficient announcement scheduling, and responsive customer service.

They achieved a 77.71% read rate and an 11.85% click-through rate on webinar promotions, resulting in a 90% attendance rate. Furthermore, chatbot automation managed 75,000 customer messages last year, with 99% via WhatsApp, demonstrating the platform’s vital role in streamlining communication, increasing engagement, and delivering results.

The Commerce Leadership Forum 2025 Series underscored the power of collaboration and innovation in driving business growth. By bringing together thought leaders and industry experts, the event inspired attendees to embrace emerging technologies, leverage data-driven insights, and reimagine customer engagement strategies for the digital age.