On 12 June 2025, Antsomi’s co-founder & CEO, Serm Teck Choon, was invited by Malaysian Digital Association (MDA) to moderate a panel titled “Rise of the Agentic Era: How will AI Agents drive the next chapter of marketing personalisation?” in MDA’s d-Conference 2025.
This session brought together top industry leaders to explore how AI agents are transforming the way brands engage with consumers on a personal level:
🎤 Vincent Pang – Managing Director APAC, Locala
🎤 Saravanan Asogan – Executive Director, Publicis Media
🎤 Cindy Eliza Vaz – Chief Digital Officer, IPG Mediabrand
The panel discussion explored the following topics and generated numerous interesting ideas.
- What does the “Agentic Era” mean to you in the context of marketing, and how does it differ from traditional AI use in marketing automation?
- Are AI agents just an evolution of existing personalisation tools, or do they represent a complete paradigm shift in customer engagement?
- How do AI agents reshape the customer journey — from discovery to purchase to retention — in ways marketers couldn’t achieve before?
- What kind of competitive advantages can CMOs expect from deploying autonomous AI agents for personalisation compared to rule-based systems?
- What role do CDPs (Customer Data Platforms) or similar tech stacks play in powering AI agents in marketing?
- What kind of organisational or team structure changes are needed to adopt AI agents effectively — do we need “agent managers”?
MDA d-Conference and d Awards are not only about the industry and businesses but also about connection and friendship.