CelcomDigi says it has commercialised an agentic AI offering, Sophia AI, aimed at Malaysian enterprises and small and medium enterprises (SMEs), positioning it as a step beyond using AI as an assistant and towards systems that can execute tasks, connect systems and orchestrate business processes.
The company said the move comes as Malaysia seeks to broaden access to AI and build an “AI-ready economy”. It cited the Ministry of Finance’s Economic Outlook 2026, which notes that AI adoption among SMEs remains uneven, with barriers including uncertainty around return on investment and limited access to platforms tailored to SME needs.
CelcomDigi said Sophia AI is intended to help SMEs accelerate digital transformation without building large technology teams or overhauling operations.
“We have seen first-hand how agentic AI can orchestrate processes and create real business value. In building a strong value proposition for Sophia AI, we deployed more than 400 automations across our operations to generate cost efficiencies and deliver better customer experience. These strategic efforts have demonstrated how Sophia AI can drive good business outcomes,” said T. Kugan, CelcomDigi’s Chief Enterprise Business Officer.
He added, “Our focus now is helping other organisations, particularly SMEs, achieve the same benefits. With our agentic AI solution, we can successfully eliminate repetitive administrative tasks while empowering employees to devote time on higher-value work where human judgement, creativity, problem-solving, and meaningful customer engagement makes the greatest difference.
CelcomDigi outlined potential use cases including automating invoice-to-payment processes in retail and distribution, such as reading and validating invoices, flagging exceptions, routing issues, triggering approvals and updating systems. It said similar approaches could be applied to manufacturing, healthcare and the public sector, including automating workflows across procurement, production, warehousing and finance; streamlining appointments, claims, referrals, procurement and billing; and simplifying applications, document checks, case management, citizen enquiries and reporting.
The company said Sophia AI can be customised according to the needs, size and complexity of a business, allowing SMEs to start with priority processes at a scale aligned to budgets. It also said it would work with businesses on identifying high-value opportunities, integrating AI with existing systems, deploying AI agents and measuring outcomes.
CelcomDigi said Sophia AI is supported by its broader enterprise portfolio across connectivity, 5G, cloud, data, cybersecurity, IoT, automation and AI, and argued that market focus is shifting from individual AI tools to AI-powered operations, where digital agents work alongside employees.
