Maxis has launched Mia (Maxis Intelligent Assistant), a generative artificial intelligence (GenAI)-powered concierge service designed to enhance the customer experience (CX) on the Maxis Business Hub (MBH) digital self-service portal.
Mia integrates conversational AI and intelligent workflow automation, enabling business customers to manage roaming services seamlessly. As part of Maxis Business, the company’s business-to-business (B2B) division, Mia functions as a 24/7 intelligent chatbot, offering instant roaming support, smart recommendations, and personalized assistance for account-related inquiries.
"Maxis Business is pioneering GenAI adoption in the B2B space, harnessing its transformative capabilities that have already redefined many B2C (business-to-consumer) customer experiences today. Mia demonstrates our commitment to leveraging AI as an enabler of innovation. By integrating Mia into our digital experiences, we create a seamless and intuitive interface that empowers customers to manage their services and needs. Equipped with contextual intelligence, Mia understands user intent and interactions, enhancing the overall customer experience. We will continue to expand Mia’s functionality and capabilities, further reinforcing our dedication to delivering world-class customer service to businesses," said Prateek Pashine, Chief Enterprise Business Officer, Maxis.
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Powered by AWS technology and built on Amazon Bedrock with an advanced large language model (LLM), Mia showcases Maxis’s commitment to AI-driven innovation. The telco continues to integrate AI, machine learning (ML), and GenAI across its operations, aiming to improve efficiency and enhance customer experiences for both B2C and B2B markets.
AWS Malaysia Country Manager, Peter Murray, highlighted Maxis’s adoption of GenAI through Amazon Bedrock as a testament to how leading enterprises in Malaysia can enhance customer experiences. He noted that as one of the first companies in the country to deploy Amazon Bedrock, Maxis is focused on addressing customer needs to develop industry-leading engagement solutions.
“By building Mia on AWS's secure cloud infrastructure and comprehensive suite of advanced services, Maxis shows how Malaysian enterprises can create real business impact. This is only the beginning and we look forward to continuing our long-standing partnership with Maxis, delivering the very best for their customers leveraging AWS," added Murray.
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