TEMPO.CO, Jakarta - PT Telekomunikasi Selular or Telkomsel, a subsidiary of government-owned telecommunications company Telkom, signed a memorandum of understanding with Microsoft to integrate Microsoft Azure AI into the wireless network provider's marketing platform. The integration is aimed at providing a better, more personalized experience to customers.

Through this integration, the two companies jointly determine the end-to-end process in improving and developing Telkomsel's marketing platform by combining Neural Language Processing (NLP) which can analyze data and produce insights that help optimize business strategies effectively by having understanding better customer interactions and sentiments, as well as predictive analytics to anticipate future behavior.

The integration was discussed in Barcelona during the Mobile World Congress 2023. It marked the continuation of Telkomsel's digital transformation roadmap as a digital telecommunication company in Indonesia.

Telkomsel's director of marketing Derrick Heng said that AI technology has developed rapidly, able to change the way businesses operate in various industries.

"By collaborating with Microsoft, Telkomsel aims to improve customer engagement and satisfaction by integrating Telkomsel's marketing platform with Microsoft Azure AI, to have the ability to analyze data insights thus providing a more personalized experience for customers," Derrick said in a statement, March 6.

Meanwhile, Microsoft Indonesia president director Dharma Simorangkir said the company has a long-term relationship with Telkomsel in accelerating and enhancing digital transformation in Indonesia. "We hope to bring an even bigger impact to Indonesia," he remarked.

MARIA FRANCISCA LAHUR

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