Jakarta (ANTARA) - State-run cellular operator Telkomsel has agreed to cooperate with a private company to integrate artificial intelligence (AI) into its marketing platform.

"Artificial intelligence technology has rapidly developed. It is now able to change the way businesses operate in various industries," Telkomsel's marketing director, Derrick Heng, said in a statement issued on Monday.

The collaboration is intended to improve consumers' involvement and customers' satisfaction.

The integration of artificial intelligence with Telkomsel's marketing platform will support the analysis of data so that a more personalized experience can be offered to consumers.

The two companies will determine the end-to-end process for improving and developing Telkomsel's marketing platform by combining neural language processing technology, which can analyze data and produce inputs that can help optimize business strategies effectively.

Telkomsel will use an artificial intelligence-based machine learning algorithm to analyze data, neural language processing to better understand customers' interactions and sentiments, and predictive analysis to anticipate future behaviors.

The technology will allow Telkomsel to create more personalized products and services, based on each customers' unique needs and preferences.​​​​​​​

Telkomsel said it believes that the use of artificial intelligence would help it deliver a more personal, efficient, and good experience to customers and help them enjoy various digital lifestyle activities.

"Telkomsel will continue to explore, test, and develop the latest technological inventions to present the best digital service and experiences through more comprehensive service solutions, based on customers' needs," Heng said.

The cellular operator, which is a subsidiary of state-owned enterprise Telkom, has signed a memorandum of understanding (MoU) with Microsoft to integrate Azure AI into its marketing platform.

This integration was further discussed in Barcelona, Spain, during the “2023 Mobile World Congress.”

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Translator: Natisha A, Fadhli Ruhman
Editor: Sri Haryati
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