FairPrice Group wins AI - Retail accolade at SBR Technology Excellence Awards 2025

AI-powered automation and Gen AI integration revolutionise customer service efficiency and engagement.

FairPrice Group (FPG) has been recognised at the SBR Technology Excellence Awards 2025 in the AI - Retail category for its Customer Service AI Transformation initiative.

FPG leveraged Google’s Gemini AI and Salesforce Service Cloud to fully integrate AI into customer service processes, people, and platforms, creating a seamless, AI-ready ecosystem.

“FPG's efforts to transform our customer service with AI are part of our wider commitment to make every day a little better for all in Singapore. Our goals for this initiative were to enhance customer experiences, improve agent productivity, and optimise operational efficiency. Through our integration of AI into our customer service function, we've increased customer satisfaction, reduced call handle times, improved agent engagement, and achieved cost savings through automation,” FPG stated.

The company introduced an AI-driven virtual assistant for live chat, powered by Retrieval Augmented Generation. This intelligent chatbot now handles 79% of live chat inquiries, managing over 30,000 customer conversations and significantly reducing the burden on human agents.

Generative AI’s multimodal capabilities have enabled real-time call log transcription and next-action summaries, reducing after-call work by 35%.

FPG has also transformed its email response system by integrating Zendesk AI to provide faster, more accurate, and high-quality responses.

“By fully embracing AI and adopting a hybrid operational model, FPG has not only enhanced customer experience but also delivered exceptional value and set new industry benchmarks,” the company added.

FPG is actively developing next-generation AI capabilities to further enhance customer service. Some of these future developments include AI-driven inference models to provide deeper insights, voice AI integration for natural-sounding voice synthesis, and multilingual AI capabilities that eliminate language barriers.

The SBR Technology Excellence Awards recognises technological innovations and companies in Singapore that are leading the digital journeys of their respective industries. The awards programme commends companies that pioneered groundbreaking IT products and solutions, and organisations from different industries that made an impact with their innovative technology.

The SBR Technology Excellence Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Jane Patiag at [email protected].

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