Truegenics brings home win at SBR Technology Excellence Awards 2025 for AI solution

Madison AI has led to cost and time savings with its ability to solve customer enquiries better.

E-commerce company Truegenics emerged victorious in the AI - Consumer Products (Non-Durables) category in the highly sought-after SBR Technology Excellence Awards 2025 for its successful utilisation of artificial intelligence (AI) technology in solving customer enquiries better and faster.

Named Madison AI, the company’s innovation is able to provide responses that are catered to its customers’ queries. To achieve that, it connects deeply with Truegenics customer and sales data to not just give answers but also act on refunds and even hold shipments.

As of today, the AI agent, Madison, has consistently closed 75% of all tickets, being able to answer them within 31 seconds and resolving them under six minutes in totality whilst operating 24/7. It has also reduced Truegenics’ customer service team size by 33%, freeing up remaining agents to focus on higher-value tasks.

Madison AI has also steadily increased its customer service satisfaction key performance indicators, as it is now able to handle more tickets.

“Handling sales is an aspirational aspect that we have, and we might expand into that in the future. As AI models get better, we might be able to start taking care of the final 25% of tickets that it defers to humans right now,”  the company said.

With this success, Truegenics is now embarking on more AI projects across several departments, driving smarter solutions and greater impact throughout the organisation.

SBR Technology Excellence Awards celebrate technological innovations in Singapore, highlighting exceptional companies that are riding the digital disruption wave with groundbreaking technology initiatives that have made an impact on the economy.

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].