In-Thread: The Largest Conversational AI Summit in SEA
It was a day packed with insight into where personalization and customer experience is heading. Real businesses, real use cases and a look into how Southeast Asia’s leading enterprises are using Conversational AI
ADA Conversational AI in a Snapshot
About In-Thread 2026
Customers in Southeast Asia are already engaging with businesses through conversation. In Malaysia alone, 90.7% of internet users are on WhatsApp and 78% message a business every week. The infrastructure for conversational commerce is robust too, with the Meta Business Agent Platform enabling enterprises to deploy AI agents to engage customers at scale. And yet, businesses are struggling to turn these conversations into consistent, measurable outcomes.
In-Thread 2026 focused on closing this gap. Bringing together leaders from telco, BFSI, travel, infrastructure and automotive enterprises, the summit explored how the businesses winning are moving away from generic, broadcast messaging toward 1:1 personalized, agentic conversations that guide customers through end-to-end journeys.
In-Thread is ADA’s flagship Conversational AI summit, bringing together the technology, real-world use cases, and enterprise perspectives shaping the next chapter of Conversational AI in Southeast Asia.
Key Takeaways
- Conversational AI is moving toward autonomous agentic journeys
Messaging is evolving from broadcast and segmented campaigns to personalized, AI-assisted and agentic conversations that manage end-to-end customer journeys. - The gap between AI investment and AI returns is infrastructural
80% of businesses are not seeing tangible EBIT impact from AI. Driving outcomes first requires intelligence that connects customer identity, signals, prediction, and activation. - WhatsApp is a trusted channel by customers
Since only verified businesses can operate a WhatsApp Business account, customers trust it. Two thirds of Boost’s customers choose WhatsApp as their preferred channel for communication. - Customer readiness is outpacing business deployments
While most consumers are already comfortable interacting with brands through AI, businesses admit a gap between their AI ambition and what they’ve actually deployed. The demand is here. Deployments need to catch up. - Personalization means more than a first name
Real personalization considers a customer’s profile, behavior, transaction history, current context, intent, eligibility, and propensity to deliver the most relevant product, offer, recommendation, or next action. - ADA creates a centralized knowledge hub for all of your customer data
Conversational Intelligence understands the moment. Content Intelligence delivers the right experience in real time. Audience Intelligence brings this together. - Personalized journeys improve both customer acquisition & lifetime value
Targeted, personalized journeys deliver x1.5 improved CAC and 2x CLTV uplift.
Speakers Shaping Conversational AI
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