JAKARTA, FEBRUARY 13, 2025. PT XL Axiata Tbk (XL Axiata) is committed to delivering highly customized and quality services to its customers. Building with Amazon Web Services (AWS) and Snowflake, the AI Data Cloud company, XL Axiata has implemented cutting-edge cloud technology, advanced data management, and artificial intelligence (AI). This initiative has enabled the modernization of its data and AI platform, establishing a strong foundation for innovation to meet evolving customer demands in the digital era. As a result, XL Axiata stands as one of Indonesia’s leading operators in Generative AI (GenAI), driving AI-powered operational excellence across multiple business lines, with a clear roadmap for future AI expansion.
Sami Uddin Ahmad, XL Axiata's Chief Strategy & Analytics Officer, stated, "Through this collaboration, XL Axiata has harnessed the latest cloud technologies from AWS and Snowflake to establish an integrated data & AI Eco System, providing a 360-degree view of over 58 million customers. Solutions implemented on this platform has introduced efficiencies in existing processes and has enhanced our customer experience and is now set to unlock new revenue streams through AI monetization. With a modern Data & AI foundation capable of processing petabytes of data daily, XL Axiata is well-positioned to drive innovation and create AI-powered business opportunities
Meanwhile, Anthony Amni, Country Manager of AWS Indonesia stated, "The Telco Industry in Indonesia is rapidly innovating to serve its customers, and this digital transformation is being accelerated by the cloud. AWS is heartened to be part of XL Axiata’s digital transformation, helping them, together with Snowflake, to build scalable and high performing systems. With AWS, XL Axiata will be able to unleash their data’s true potential for customers' benefit, as well as lead them in their future plans to build and use generative AI. We look forward to building together.”
Satchit Joglekar, Regional Director, Snowflake ASEAN, stated, "Snowflake is thrilled to serve as the data platform powering XL Axiata's digital transformation with secure, scalable, and dependable cloud technology. This collaboration highlights our commitment to assisting XL Axiata,in improving operational efficiency and providing quality service to their customers."
XL Axiata continues its strategic journey of embracing AI and innovation to enhance customer experiences and empower the organization. By leveraging AWS’s high-performing and scalable cloud platform, XL Axiata has built a robust AI engine and data foundation, ensuring security, flexibility, and efficiency in its digital transformation efforts.
To unify its data strategy, XL Axiata has launched a centralized data foundation entirely on AWS Cloud, powered by Snowflake. The Customer Analytics 360 (CA360) data lake provides a single source of truth, enabling XL teams to gain deeper customer insights with greater accuracy and precision. These insights allow the company to enhance customer experiences, leading to improved engagement and satisfaction across its services.
As part of its AI transformation, XL Axiata has established an AI Factory on AWS Sagemaker, utilizing cloud-native AI/ML models to generate deeper insights across the organization. By deploying multiple AI/ML use cases, the AI Factory has significantly improved productivity and efficiency across key business areas, including Sales, Marketing, Enterprise, Network, and HR. These solutions have been implemented in a secure and cost-efficient manner, demonstrating AI’s potential to optimize operations and drive measurable business impact.
With the CA360 and AI Factory now fully operationalised by AWS, Snowflake, and AWS Professional Services, XL Axiata is expanding its AI-powered business applications. The company has begun migrating and modernizing its Customer Value Management (CVEM) system on AWS and Snowflake. As a revenue-generating system, CVEM plays a crucial role for marketing teams in understanding customer behaviour, managing products, campaigns, and offers, and delivering more personalized experiences to the customers.
Looking ahead, XL Axiata is set to expand its AI Factory with a state-of-the-art GenAI Studio on AWS Bedrock and cloud-native services. This initiative aims to embed Generative AI into various user journeys and operational processes, including Customer Care, Network Optimization, Sales Enablement, Fraud Detection, Content Generation, and AI Monetization. With this strategic direction, XL Axiata is working towards democratizing intelligence, making AI accessible to all within and beyond the organization.
By harnessing Cloud, Data, and AI, XL Axiata is set to enhance value generation, improve productivity, and accelerate growth. Its targeted initiatives focus on optimizing operational efficiency while maximizing investments in modern technologies. Furthermore, XL Axiata’s work with AWS and Snowflake provides access to a rich ecosystem of their Professional Services, partners and Marketplace, unlocking new opportunities to enhance customer experiences and drive business growth.
Through these strategic AI and digital transformation initiatives, XL Axiata reaffirms its commitment to leading AI-driven innovation and digital transformation in Indonesia, setting new benchmarks in customer experience, business efficiency, and AI-powered growth