Maxis has launched Mia (Maxis Intelligent Assistant), a generative AI-powered concierge designed to enhance the customer experience for business users on the Maxis Business Hub (MBH) digital self-service portal.
Developed in collaboration with Amazon Web Services (AWS), Mia combines conversational AI with intelligent workflow automation, offering 24/7 instant roaming support, smart travel recommendations, and personalised suggestions. The AI-driven assistant allows customers to manage their accounts and services seamlessly through a conversational interface.
Maxis chief enterprise business officer Prateek Pashine said, “Maxis Business is pioneering Gen AI adoption in the B2B space, harnessing its transformative capabilities that have already redefined many B2C customer experiences today. Mia demonstrates our commitment to leveraging AI as an enabler of innovation.”
Powered by AWS technology and built on Amazon Bedrock, Mia uses an advanced large language model (LLM) to enhance contextual understanding and user interactions. AWS Malaysia country manager Pete Murray said, “Maxis’ launch of Mia demonstrates how Malaysia’s leading enterprises can harness generative AI through Amazon Bedrock to transform customer experiences.”
Maxis continues to integrate AI, machine learning, and generative AI across its operations to drive digital innovation and improve customer engagement for both its B2B and B2C segments.
