Celebrating ASEAN Innovation: Highlights from Agentforce World Tour Singapore

At Agentforce World Tour Singapore, we witnessed a significant chapter in the ASEAN innovation journey unfold. We hosted over 1,800 Trailblazers, including customers, partners, and those eager to explore the world of AI, for a day filled with inspiration, insights, and hands-on learning. The event was a testament to the growing enthusiasm and momentum around agentic AI in the region.

Following the success of the 2024 event, this year’s Agentforce World Tour in Singapore raised the bar even higher. The expanded format featured an Executive Breakfast, a Small Business Trailblazer Breakfast, a Public Sector Summit, and 22 product and industry sessions. Each session was designed to highlight real tools, real results, and real Trailblazers in action, providing a comprehensive look at the transformative power of AI in the ASEAN region.

Curious about the event and what attendees experienced? Read on to uncover the highlights of the day.

1. Helping small businesses scale smarter and faster

The day started with the SMB Trailblazer Breakfast, where over 90 small business leaders gathered to explore how AI agents are revolutionising their workflows.

Our Salesforce leaders Vernon Cheo and Andrea Chua delivered powerful insights on how small and medium-sized businesses (SMBs) can unlock growth by automating routine tasks and focusing on innovation. Their message was clear: AI levels the playing field for small teams with big ambitions.

Local Trailblazers, HEPMIL Media Group and Xendit also took to the stage in a panel discussion to share how they’ve adopted Salesforce and AI in their organisation, and how it has benefited the business. 

“Salesforce is not just about Sales CRM (Customer Relationship Management), but a lot more on all the other tools that come along in the ecosystem. We are actually growing along with all the products,” said Ling Yi Chiang, HEPMIL Media Group. 

“As the business needs to change, we find new things to fit,” he said. “We plug in what works well for us, we move what doesn’t and grow with Salesforce.” 

Like Ling Yi from HEPMIL Media Group, Darrick Chan from Xendit explained how, as a business, Xendit has grown with Salesforce, leveraging AI to improve workflows and free up their staff’s capacity to improve customer service.

“[Our team] used to spend hours and hours on content creation or manual labour, but now, with AI in place, we’ve taken some of this out of the way,” Darrick said.  

“I think that AI is more of a way to remove all the boring and repetitive stuff so our teams can really focus on high-impact work.

“Even if you’re not ready to adopt AI right now, it’s important that we start on this learning journey.

“The value of AI is really to help the humans [on our team] stay close to our customers,” he said.

2. Showing what’s possible when you build with AI

At this year’s event, the power of Agentforce was tangible. The Campground provided attendees with opportunities for hands-on experiences, showcasing over 12 live demo booths (including Agentforce, Data Cloud and Marketing Cloud) and 23 partner booths.

Attendees not only had the chance to see and learn from Trailblazers — ‌they also had the opportunity to roll up their sleeves and try their hand at using an AI agent builder for the first time. In fact, more than 485 AI agents were built at AWT Singapore.

The Campground wasn’t the only place to see agents in action. On the main Keynote stage, Johnson Chang, Salesforce Principal Solution Engineer, and Matthew Kwok, Director of Keynote Engineering, showcased an AI agent developed for appliance manufacturer Fisher & Paykel. They demonstrated just how powerful agentic AI can be when thoughtfully built and applied.

As part of the demo, Johnson showed how Fisher & Paykel replaced the outdated customer service line experience with “Will”, a smart AI agent capable of delivering immediate, tailored responses. When Johnson asked Will for help in choosing a fridge that would fit a specific kitchen space, Will asked for an image, which he analysed, before making a recommendation as to the best appliance and scheduling delivery to suit Johnson’s needs. Will did all of this without transferring the call to a customer representative or requiring Johnson to press a single button.

“The experience is so much better [with the AI agent], as I get to talk to someone without pressing 1, 2 or 3, for store hours. I just describe my problem and I get a recommendation,” said Johnson. 

“Any brand can customise agents for their business with Agentforce.”

3. Real impact, real results: ASEAN Trailblazers in action

Throughout the day, Trailblazers from across ASEAN showed how Agentforce is transforming the way they work — unlocking efficiency, empowering teams, and delivering more connected customer experiences.

From streamlining operations to elevating service and driving innovation, businesses across industries are embracing Agentforce — and the results speak for themselves.

• Grab: They’re using AI agents to deepen customer understanding and deliver smarter support for its sellers. From AI-powered coaching to tailored insights, Agentforce is helping Grab’s sales partners connect with their audiences and grow with confidence.
• FairPrice Group: As the largest grocery retailer in Singapore, Fairprice Group is transforming the customer experience with the power of AI. By using AI agents for administrative and repetitive tasks, FairPrice has been able to boost customer service while cutting costs — giving its service team more time to listen, respond, and create meaningful connections with customers.
• Singapore Airlines: At Singapore Airlines, AI is helping to reimagine the future of travel. By partnering with Salesforce, the airline is leveraging Salesforce Einstein and Agentforce to streamline its customer service operations, allowing its customer service representatives to focus on providing enhanced and personalised attention in each customer interaction.
• Panasonic: At Panasonic, they see Agentforce as a key enabler in elevating how they deliver customer service. With such a wide range of products, their customer advisors have to manage different queries from customers, from simple usage issues to complex troubleshooting. Agentforce‌ acts like an intelligent assistant to help surface relevant knowledge, suggest best solutions, and even drafts responses to customers, improving the response time and providing more consistent customer service to consumers.
• Kaplan: They’re trialing Agentforce at the moment by implementing a chatbot on their online application portal, to see if it can help to speed up the application process, and reduce the support work needed.

4. Accelerating public sector transformation

AWT welcomed over 340 participants to the Public Sector Summit — a panel discussion on the transformative role of AI and digital technologies in government.

The session featured two speakers: Soh Tse Min, Group Director (Customer Relations) at the Central Provident Fund Board (CPFB) and Andy Hue, Senior Deputy Director at the Transformation Office of the Maritime & Port Authority of Singapore (MPA). Together, they explained how their agencies are leveraging AI to automate case handling, accelerate issue resolution, and enhance service delivery across the public sector.

Explaining how the MPA is using technology and detailing the broader vision for digital transformation in the organisation, Andy shared a big ambition to “change the whole fabric of what maritime and ports actually look like.” He further explained the MPA’s goal of becoming a digital-first organisation, where all staff could make intelligent decisions, backed by good-quality data. 

“Technology is technology,” Andy noted, “but at the heart of the organisation are the people. We’re focused on upskilling our officers and creating jobs that are more meaningful, where work is less repetitive, more fulfilling and better paid.”

This panel session highlighted that public sector agencies aren’t only actively using technology, but are also seeking innovative, tech-driven solutions to build a more efficient, citizen-centric government and a future-ready workforce.

Why AI agents matter now more than ever

It’s clear that Agentforce is already making a significant impact across ASEAN. Autonomous agents aren’t just supporting teams, they’re enhancing customer experiences and driving real, tangible results for businesses throughout the region. To support your business, improve experiences, drive more impact and amplify your teams, get started with Agentforce now.