Indosat, Google Cloud Introduce AI-Driven Semantic Search to Deliver More Personalised Product Recommendations
Delivering a Search System That Is Not Only Intelligent but Also Delivers Tangible Value, Enhancing Both User Convenience and Business Performances
Indosat Ooredoo Hutchison (Indosat or IOH) announced the launch of a new AI-powered Semantic Search feature in its myIM3 and bima+ applications. Developed in collaboration with Google Cloud, this innovative technology enables customers to perform searches with greater relevance, personalisation, and efficiency, making it easier for them to find products and services that meet their needs. This initiative marks an important step in delivering smarter and more intuitive digital experiences for customers.
Semantic Search Powered by Vertex AI
This capability is powered by Google Cloud’s Vertex AI platform, enabling the system 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, added: “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.”
Importance of Personalisation and Customer Engagement
Artificial Intelligence-powered personalisation enhances the search experience by making it more relevant and tailored to each individual. This underscores the growing importance of adopting technologies like Semantic Search to meet ever-evolving market expectations. In today’s digital landscape, the demand for personalised experiences has become the new standard. According to McKinsey’s research in Next to Personalisation, 71% of consumers expect personalised interactions from brands.
Moreover, 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-voucher prizes, with a total prize pool of up to IDR 5.5 million. To participate, customers can download the myIM3 and bima+ apps using the following links: https://myim3.co/getnow (myIM3) and https://bima-3.co/getnow (bima+). This campaign not only drives digital engagement but also introduces the new search feature in an enjoyable and informative way.
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, not only in major cities but also in the farthest corners of Indonesia.
