Indosat Ooredoo Hutchison has unveiled a groundbreaking artificial intelligence-powered Semantic Search feature within its myIM3 and bima+ applications, a move that promises to transform the way customers engage with digital services. Developed in collaboration with Google Cloud, this feature enhances the relevance, personalization, and efficiency of users’ search experiences, helping them find products and services tailored to their needs with ease.
The technology harnesses Google Cloud’s Vertex AI platform, enabling the system to glean valuable insights into customer behavior and preferences. As a result, searches for data packages, lifestyle features, loyalty programs like IMPoin and BonsTri, and more can now be customized to meet each individual’s specific desires. It’s like having a personal shopper in your pocket—one that actually listens!
Bilal Kazmi, Director and Chief Commercial Officer at Indosat, explained the significance of this advancement.
“With the support of Google Cloud, we are delivering a search system that is not only intelligent but also delivers tangible value, enhancing both user convenience and business performance. This collaboration represents a strategic step towards providing smarter, more personalized, and relevant digital experiences for our customers. At Indosat, we are committed to ensuring that technology makes life easier, brings services closer, and serves as a powerful tool to empower Indonesia in navigating the digital era.”
Fanly Tanto, Country Director for Google Cloud in Indonesia, noted the impact of advanced AI in meeting diverse user needs.
“As an industry leader through Google Cloud’s Indonesia BerdAIa program, Indosat is at the forefront of innovation using enterprise AI. Vertex AI Search’s ability to comprehend queries in both Bahasa and English, including semantic meanings and spelling variations, will help surface highly relevant digital service recommendations for millions of myIM3 and bima+ users. This deployment showcases how Google Cloud’s open platforms can seamlessly integrate with custom-built AI models to create smarter, more personalized digital experiences for customers.”
Given the growing demand for personalization in retail, the new AI-driven search technology is poised to significantly enhance user experience. A recent McKinsey study indicated that 71% of consumers expect brands to personalize interactions, highlighting how essential this technology has become in modern retail.
To celebrate this launch, Indosat will roll out an interactive campaign titled “30 Days of Treasure Hunt,” running from August 21 to September 19, 2025. This initiative seeks to further engage users in a fun and immersive way.
Notably, this Semantic Search technology is enhanced by Sahabat-AI, an open-source large language model (LLM) tailored specifically for the Indonesian language. Sahabat-AI is adept at understanding diverse local contexts, including various regional languages and dialects, enabling more engaging and meaningful customer interactions across urban and rural landscapes alike.
What is the main feature introduced by Indosat Ooredoo Hutchison?
The new feature is an AI-powered Semantic Search that enhances search relevance and personalization within the myIM3 and bima+ applications.
How does the Semantic Search technology improve user experience?
It utilizes Google Cloud’s Vertex AI to understand customer behavior and preferences, allowing for tailored searches and recommendations, thus making user interactions more efficient and relevant.
What marketing campaign is Indosat launching alongside this feature?
Indosat is introducing an interactive campaign called ’30 Days of Treasure Hunt,’ set to run from August 21 to September 19, 2025, designed to engage users in a fun way.
