EY Studio+ launches in Singapore to help organizations drive AI-powered customer transformation

• Powered by a full spectrum of services, deep sector insights, ey.ai platform and supported by ecosystem partners, EY Studio+ will help organizations drive growth by reimagining customer experience

Professional services organization, EY, today announced the launch of EY Studio+ in Singapore, a globally integrated offering to help organizations reimagine customer experience and drive growth in an increasingly AI-driven economy.

The announcement was made at a launch event at EY wavespace^TM, officiated by Tan Kiat How, Senior Minister of State for Digital Development and Information. The event featured a series of demonstrations that showcased how organizations can design more connected, intuitive and human-centered interactions for customers, citizens and employees, while transforming the operations that support them (see Annex A for details).

Bringing together capabilities across customer experience, product and service innovation, as well as marketing, sales and service transformation, EY Studio+ combines human-centered design, AI-powered technologies and commercial insight to help organizations with:

• Customer experience (CX): Build empathy with their customers and design, build and scale differentiated experiences to drive value.
• Product and service innovation: Work with organizations and their ecosystems to incubate, launch and iterate new products and services.
• Marketing, sales and service transformation: Transform front office operations of marketing, sales and service to enable efficiency and effectiveness.

Liew Nam Soon, EY Singapore and Asean Managing Partner at Ernst & Young Solutions LLP, also EY Asia East Deputy Regional Managing Partner, says:

“Singapore's AI agenda has evolved beyond experimentation toward creating meaningful economic and societal value. As organizations seek to scale AI across their enterprises, success will depend not only on technology, but also on trust, human-centered design and the ability to translate innovation into real business outcomes. EY Studio+ brings together these capabilities to help organizations reimagine customer experiences, help accelerate innovation and unlock new sources of growth. By helping enterprises harness AI responsibly and at scale, we are supporting Singapore's ambition to be a global leader in trusted AI adoption and a strategic hub for innovation in the region.”

Disparity between perceived leadership in AI-driven CX and actual readiness

An EY survey of 200 Singapore senior business leaders conducted in April to June 2026 found that 88% rated customer experience as essential or a top strategic priority, reinforcing its role as a driver of business performance and competitive advantage. 

Fifty-one percent of the respondents believed they are ahead of their competitors in AI-driven CX, yet core capabilities remain underdeveloped. Organizations continue to face execution challenges. Eighty-nine percent of survey respondents reported challenges such as limited customer insights, inconsistent processes and lack of resources.

Gaurav Modi, EY Asean and Singapore Consulting Leader, adds:

“AI is fast becoming a core driver of customer experience transformation, yet many organizations continue to face a gap between AI ambition and tangible business outcomes. While many organizations aspire to lead in AI, limited customer insights remains the biggest barrier. The real challenge is no longer deploying AI – it is orchestrating data, intelligence and action in a way that creates meaningful customer value. Organizations that succeed will be those that build an engine that can continuously turn customer signals into better decisions, embed trust and governance into every interaction, and create measurable value from their AI investments.”

As organizations accelerate AI adoption across customer-facing functions, the focus is shifting from automation alone to providing more personalized, responsive and data-driven experiences. Seventy-two percent of survey respondents expect AI to impact customer interactions. The growing adoption of AI agents reflects a broader shift from using AI to automate tasks to using it to shape decisions, interactions and experiences. Education, public sector and manufacturing organizations are emerging as early leaders in harnessing agentic AI to deliver more adaptive, autonomous and personalized outcomes.

Providing effective AI-powered CX requires strong foundations in reliability and trust. Respondents cited customer data security and privacy (62%), consistency in service delivery (52%) and responsiveness to customer inquiries (42%) as key priorities. As organizations move to more intelligent and autonomous customer engagement models, they must place greater emphasis on trust-building strategies such as robust data security measures, transparent data management policies and clear explanation on how AI is used.

Andrew Tan, Consulting Partner, Ernst & Young Advisory Pte. Ltd., concludes:

“EY Studio+ helps organizations reimagine customer, citizen and employee experiences through the combined power of data, AI and human-centered design. In the public sector, for example, this presents an opportunity to transform how citizens access services, interact with agencies and receive support. 

However, realizing these benefits requires more than technology. Trusted AI, strong data governance and human-centered design will be essential to ensure AI-powered experiences remain secure, transparent and inclusive. From creating more personalized customer experiences to enabling more proactive and responsive public services, EY Studio+ can help organizations turn AI innovation into real-world outcomes.”

Taken together, the findings underscore that the future of CX will be defined not by AI adoption alone, but by organizations’ ability to create differentiated experiences that drive value and trust.

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Notes to editors

About EY

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Annex A: Innovations in CX

The EY Studio+ launch showcased the future of experience – how organizations can design more connected, intuitive and human-centered interactions for customers, citizens and employees, while transforming the operations that support them. These immersive demonstrations explored how technology, data and AI can work together behind the scenes to remove friction, anticipate needs and create experiences that people genuinely value.

• Phygital future with digital avatars
  This demonstration showcased how intelligent digital avatars could serve as the next generation of customer, citizen and employee interfaces. Through Kai, organizations can recognize attendees, engage in natural, multilingual conversations, and enrich interactions with on-demand visuals and information. The result is more seamless, human-centric interactions across both phygital (physical and digital) environments.
• Future of customer engagement
  This demonstration showcased how AI-powered customer relationship management (CRM) platforms can convert customer data into actionable insights and real-time recommendations. Organizations can better anticipate needs, recommend next-best actions and personalize engagement. These capabilities could support everything from predictive citizen services and intelligent case management to highly personalized customer journeys.
• Frictionless experiences for every citizen
  This demonstration showcased how generative AI combined with computer vision can analyze visual data, identify hazards, assess accident severity and provide situational awareness to response teams. Beyond emergency response, these capabilities can also support more inclusive and responsive urban environments, from guiding seniors and people with mobility needs navigate accessible routes to identifying overflowing bins and damaged infrastructure requiring maintenance.
• Smarter experiences through digital twins
  This demonstration showcased how organizations can design and continuously optimize experiences by creating a living view of customer journeys, operational realities and service interactions. By bringing together real-time insights, predictive modelling and intelligent automation, organizations can anticipate needs, simulate new experience scenarios and refine how services are delivered. The result is a shift from reacting to issues after they occur to proactively shaping more seamless, personalized and meaningful experiences.
• Trusted enterprise innovation at scale
  This demonstration showcased how organizations can transform ideas into measurable experience outcomes while maintaining trust, accountability and control. By providing a structured approach to prioritizing opportunities, assessing readiness and governing innovation at scale, organizations can accelerate the delivery of new customer, citizen and employee experiences with confidence.