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MONDAY | MAY 25, 2026

M’sia in position to become regional AI technology hub

Ű BY JOHN GILBERT sunbiz@thesundaily.com

KUALA LUMPUR: Malaysia is steadily positioning itself as a regional hub in the next phase of AI-driven transformation, particularly across banking, financial services and customer experience operations. Industry observers say the country’s direction is being shaped not just by technology adoption, but also by a clearer regulatory and governance framework that aims to balance innovation with control. Speaking on Malaysia’s trajectory, TP (formerly Teleperformance) CEO for Malaysia and Thailand Andy Rangel said Malaysia has made notable progress in laying the foundations for AI readiness. “Malaysia has done a very good job of positioning itself in terms of AI. When I look at initiatives such as the National AI Office, it is clear there is intent to stay ahead of the curve, not just in technology adoption, but also in establishing the right governance, rules and regulatory environment to ensure AI is shared and used fairly across businesses and society,” he told SunBiz . Rangel said Malaysia’s broader ecosystem development, including continued investment inflows from global technology players, is reinforcing that positioning. “We are seeing major companies such as AWS, Google and ByteDance establishing AI centres here. That signals a broader narrative forming – that Malaysia can be a hub for AI technology in the region.” Rangel noted that Malaysia’s geopolitical positioning has helped its attractiveness as a relatively neutral base amid global uncertainty, allowing it to engage with multiple markets and industries with less external disruptions. However, he cautioned that within

o Successful adoption of artificial intelligence depends on institutional readiness, especially in banking, financial services and insurance sector, says TP CEO

the financial services sector, the pace of change is uneven and the competition is increasingly intense across the region. “When we talk about BFSI (banking, financial services and insurance), AI is moving very fast. Whether it’s agentic solutions, digital banks, fintech, or even emerging areas like crypto, the reality is that this is a global race. “Markets like Vietnam, Indonesia, Thailand and Singapore are all advancing at different speeds, but they are equally ambitious. Malaysia is well-positioned, but the key is how quickly institutions can translate that positioning into execution,” he said. Rangel stressed that successful AI adoption depends less on technology itself and more on institutional readiness. Mature banks with streamlined systems, he said, are better placed to implement AI solutions quickly, while organisations with fragmented processes often struggle to scale. “A lot depends on whether the underlying processes are truly ready

trends,” he said. In 2025, the fair attracted over 12,000 unique attendees from 84 countries, with exhibitors showcasing export-ready products to pre qualified buyers with strong sourcing intent. A key differentiator is its curated buyer programme, where MIFB handpicks and hosts buyers from across Asean, ensuring that decision makers on the ground are serious about forming partnerships. “These are not casual visitors. We facilitate structured meetings so Malaysian SMEs can build high quality international trade relation ships that go beyond borders and the show,”Thong said. Malaysia’s halal ecosystem con tinues to be leveraged as a competitive edge. With certification standards by the Department of Islamic Development Malaysia (Jakim) recognised by 88 foreign halal certification bodies, MIFB is stepping up efforts to make halal offerings more visible and accessible to global buyers. “This year, MIFB is actively spotlighting and enforcing a stronger presence of halal-certified products on the show floor, positioning “In many cases, we see a hybrid model. An agentic system may handle first contact, while humans step in for escalation or judgment based decisions. That combination is proving to be practical and effective.” Rangel also highlighted a more incremental entry point: equipping employees with AI tools to enhance decision-making and personalisation. “A simple way to begin is to enable staff with agentic tools – helping them understand next best actions or giving them better context about customers so they can personalise responses and problem-solving. “From there, organisations can for agentic solutions. If the founda tion is not solid, if processes are not scalable and repeatable, then automation will not deliver its full value. That is where many imple mentations face challenges,” Rangel said. Still, he said the industry is not approaching AI adoption as an all-or nothing shift. Instead, many banks are gradually layering agentic capabilities onto existing systems.

Rangel (left) and TP vice-president, business development Apac, Daniel Dua.

evolve gradually. As processes mature, the use of AI becomes more comprehensive and more em bedded,” he said. Clarity of objectives and opera tional readiness remain central. Without that alignment, Rangel said, organisations risk implementing technology before they can support it effectively. He added that in banking and financial services, Malaysia’s next challenge is not just adopting AI, but hardening its defences against Malaysian SMEs alongside global players,”Thong said. He added that workshops con ducted with the Halal Development Corporation provide SMEs with guidance on certification, compliance and market entry strategies, while also attracting regional players looking to tap into Malaysia’s halal expertise. Beyond certification, MIFB is also focused on helping brands translate Malaysia’s culinary identity into products that resonate internationally. Through curated zones such as the Start-up Pavilion and “Made in Malaysia” showcase, local brands are positioned within trend-driven segments, making it easier for buyers to identify emerging opportunities. The Knowledge Hub and Chef Table sessions further support this effort by combining market insights with live demonstrations and tastings. “Targeted buyer matchmaking and real-time feedback sessions help refine authentic strengths into export ready products that appeal to global markets,”Thong said. MIFB’s co-located platforms, including MyFoodTech and Malaysia Cafe Expo, also play a role in expanding

increasingly sophisticated fraud threats that are evolving at the same pace. As AI tools become more embedded in banking operations, the same technologies are now being used on both sides of the equation – by institutions and by fraudsters, Rangel said. “It’s a very dynamic en vironment. The tools banks use to prevent fraud are becoming more advanced and comprehensive, but at the same time bad actors are gaining access to AI. They are using it exposure by attracting specialised audiences such as manufacturers, technologists, cafe owners and roasters. Competitions such as the Malaysia National Coffee Championship, held with the Malaysia Speciality Coffee Association, help elevate local talent and indirectly promote Malaysian brands on the international stage. Thong emphasised that one of the biggest advantages of participating in MIFB is access to actionable insights that traditional trade channels often lack. “Serious sourcing buyers provide feedback on packaging, pricing and scalability during live interactions, allowing brands to refine their strategies in real time,” he said. At the same time, the platform strengthens domestic collaboration through a “Local Support Local” ecosystem, enabling brands to scale locally before expanding regionally. As competition intensifies across Asean, Thong said Malaysian F&B players must focus on building resilience rather than relying on one off export deals. “The goal is not just to help brands enter markets, but to prepare them for sustained growth across multiple markets.”

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MIFB pivots to power long-term growth for Malaysian F&B brands

into high-growth segments such as ready-to-eat, ready-to-cook and ready-to-drink products, alongside functional foods and food technology. “This forward-looking approach powers the next F&B wave, equipping brands with trend intelligence, supply

PETALING JAYA: Malaysian food and beverage (F&B) brands are being pushed to move beyond short-term Ű BY DEEPALAKSHMI MANICKAM sunbiz@thesundaily.com

export wins towards build ing sustainable regional growth, as the Malaysian International Food & Beverage Trade Fair (MIFB) sharpens its focus on scalability, partnerships and trend alignment. In an exclusive interview with SunBiz , Constellar Malaysia director Bruno Thong ( pic ) said trade platforms must now play a bigger role in helping brands future-proof their

chain connections and readiness for regional expansions and beyond,” he said. At the centre of

MIFB’s strategy is its positioning as a full ecosystem marketplace rather than a con ventional exhibition. The platform connects stakeholders across the value chain, from ingredients and manufacturing to distribution and retail. Thong stressed that SMEs, which account for 96.% of Malaysia’s economy, remain the backbone of the industry. “MIFB spotlights SMEs as the engine of the F&B industry, offering unmatched diversity of local and international brands while actively scouting exhibitors riding the next big

expansion strategies amid shifting consumer demand and supply chain dynamics. “MIFB evolves dynamically based on trend shifts and direct input from our exhibitors and attendees, ensuring we foster meaningful conversations that drive real trade, not just another F&B trade fair,” he said. Thong noted that future growth will be driven by brands’ ability to tap