Indosat Ooredoo Hutchison (Indosat) has launched an AI-powered semantic search feature in its myIM3 and bima+ apps. Developed in collaboration with Google Cloud, the technology enables searches with greater relevance, personalisation, and efficiency as searches are done through understanding the question rather than just looking for keywords.
.jpeg "Source: Indosat. A mobile phone showing an app.") |
| Source: Indosat. A mobile phone showing an app. |
This capability helps Google Cloud's Vertex AI platform to gain deep insights into customer behaviour and preferences. As a result, searches for services such as data packages, lifestyle features, and loyalty programmes like IMPoin and BonsTri can be dynamically tailored to meet each user's specific needs.
Bilal Kazmi, Director & Chief Commercial Officer Indosat Ooredoo Hutchison, said: “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 performances. This collaboration represents a strategic step towards providing smarter, more personalised, 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, Indonesia, Google Cloud, stated: “As an industry-leading organisation in Google Cloud’s Indonesia BerdAIa programme, Indosat has been at the forefront of innovating with advanced, enterprise AI. Vertex AI Search’s in-built understanding of queries in Bahasa and English, the semantic meaning behind queries, and spelling variations will help surface more relevant digital services recommendations that meet the diverse lifestyle needs of millions of myIM3 and bima+ users.
"This deployment demonstrates how the unique combination of Google Cloud's open platforms and Google-quality search can be seamlessly integrated with an enterprise’s custom-built AI models and existing applications, enabling smarter and more personalised digital experiences for its customers.”
According to McKinsey’s research in the future of personalisation, 71% of consumers expect personalized interactions from brands. AI-driven personalisation also improves operational efficiency. As part of this launch, Indosat is introducing an interactive campaign, 30 Days of Treasure Hunt, running from August 21 to September 19, 2025. Through AI-powered search gamification, customers are encouraged to search for specific keywords or queries on the official Instagram accounts of IM3 @indosatim3 and Tri @triindonesia, and then access them via the search bar in the myIM3 or bima+ applications.
The most active users each day will have the opportunity to win a variety of e-vouchers, with a total prize pool of up to IDR5.5 M. To participate, customers can download the myIM3 app at https://myim3.co/getnow and the bima+ app at https://bima-3.co/getnow
In addition, the semantic search technology is further supported by Sahabat-AI, an open-source large language model (LLM) specifically designed for the Indonesian language. Sahabat-AI is built to understand local contexts, including support for various regional languages and dialects, making customer interactions more engaging, relevant, and meaningful across Indonesia.
