TLDR: Maxis, a leading Malaysian telecommunications provider, has launched Miya, a generative AI-powered conversational assistant integrated into its mobile application. Developed in collaboration with Google Cloud, Miya aims to revolutionize customer interactions by offering intuitive, personalized support for various services, including bill management, roaming, and contract inquiries.
Kuala Lumpur, Malaysia – Maxis has announced the introduction of Miya (Maxis Intelligence, Your Assistant), marking a significant milestone as the first telecommunications operator in Malaysia to deploy a generative AI-powered conversational in-app assistant. This innovative solution, developed in partnership with Google Cloud, is set to transform the customer experience by moving away from traditional menu-driven navigation towards more intuitive and seamless conversations.
Miya is built on Google Cloud’s Customer Engagement Suite, leveraging turnkey solutions and grounded Gemini models. This advanced AI is designed to understand and respond dynamically to customer queries, providing tailored information and real-time support to enhance convenience and efficiency for users.
Key features available directly within Miya’s chat interface include comprehensive bill management, allowing users to manage payment methods, set up direct debits, and analyze their bills. Customers can also receive personalized recommendations for roaming passes and pre-schedule them, as well as review their contract details and account information. Beyond self-service, Miya assists users in exploring Maxis’ extensive product and service catalog, including device options and postpaid plans.
Loh Keh Jiat, Chief Consumer Business Officer of Maxis, emphasized the company’s vision, stating, “Miya brings our ‘Tomorrow Begins Today’ promise to life, creating an intelligent 24/7 conversational experience that is always learning. We will continue to enhance Miya with deeper personalization and omnichannel capabilities to build a truly integrated and future-ready support system.”
Hana Raja, Country Manager for Malaysia at Google Cloud, highlighted the technological advancement: “The key breakthrough with Miya is its combination of precision and advanced reasoning. This dynamic, gen AI-powered conversational AI agent deeply comprehends the specific intent behind each customer query, delivering tailored information and recommendations that fulfill diverse connectivity and lifestyle needs at scale.” She added that Miya goes beyond the ‘linear, rigid, and scripted responses of traditional AI deployments for customer service.’
Miya is being progressively rolled out to users of the latest Maxis app, which has also undergone a refresh to feature a brighter and more simplified layout for a better navigation experience. The updated Maxis app is available for download on both the Apple App Store and Google Play Store.
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This launch builds on Maxis’ ongoing strategic collaboration with Google Cloud, which focuses on leveraging enterprise AI and data analytics to enhance business and customer experiences. Maxis had previously piloted customer service use cases with Vertex AI and Gemini models in 2024. It is important to note that Miya for individual customers is distinct from ‘Mia,’ a generative AI-powered concierge service introduced earlier this year for Maxis’ B2B clients, which is powered by AWS technology.
