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APAC’s turning point in 2025: Inside TP’s view of innovation, trust, and global growth

David Rizzo - 12.19.2025

Earlier this year, I shared how resilience, talent, and digital transformation were shaping APAC’s next chapter. Looking back now, it’s clear that what unfolded in 2025 went far beyond my expectations.

 

Across markets and industries, organisations made a decisive shift from experimentation to scaled execution, from aspiration to acceleration, and from regional ambition to global impact. And at TP, we’ve had the privilege of partnering with the brands driving this momentum — organisations that are redefining what innovation, trust, and customer experience (CX) mean in one of the world’s most dynamic regions.

 

Here are three major shifts that defined APAC in 2025 and will set the pace for an even more transformative 2026. 

Shift #1: APAC supercharged growth with AI innovation and human-centered design

 

2025 marked a turning point in how APAC leaders think about AI. As businesses moved from experimentation to impact, the conversation shifted beyond what AI can do to what results it can deliver.

 

This is precisely why we created TP.ai FAB, our foundational AI backbone. It aligns data, AI models, vertical expertise, and orchestration in a single framework designed to drive the outcomes businesses care about most: cost efficiency, service quality, faster processes, and better customer experiences.

 

Instead of deploying scattered point solutions, TP.ai FAB gives companies a platform to coordinate AI across the entire customer journey — enabling smarter, more flexible operations at scale. With our recent launch of TP.ai FAB in Indonesia, we’re excited to help more partners in the region scale, innovate, and drive measurable outcomes.

 

In APAC, where cultural nuance and empathy shape customer trust, this foundation matters. TP’s leadership in this space was recognised through the Frost & Sullivan 2025 Asia Pacific Company of the Year and Frost Radar™ distinctions, underscoring how AI maturity is becoming a defining factor in the region’s next wave of digital transformation. 

Shift #2: APAC brands accelerated global expansion

 

If 2024 was the year APAC brands looked outward, 2025 was the year they stepped decisively onto the world stage.

 

We saw remarkable momentum from digital-native brands preparing cross-border go-to-market strategies. APAC became one of the fastest-growing contributors to the USD 550 billion global cross-border e-commerce market, with mobility, gaming, and fintech players also gaining traction across multiple overseas markets.

 

The first TP ChuHai Global Growth Forum in Shanghai highlighted this surge and revealed how Chinese brands are scaling internationally with greater operational sophistication and intensity. And as more brands expand abroad, they increasingly require omnichannel capabilities, multilingual support, rapid deployment, and globally scalable CX.

 

Going global is no longer a question of “when” for APAC brands — it’s a question of how fast and how well. This is where TP’s next-generation partnership model continues to deliver global impact. In 2025, we expanded our delivery footprint across Bali, Yogyakarta, Kuala Lumpur, and Singapore, establishing culturally fluent, globally connected hubs designed for rapid scaling.

 

To support this global ambition, we also strengthened our Revenue-as-a-Service (RaaS) model, which integrates seamlessly into sales stacks. For many APAC clients, RaaS has become the future of their go-to-market approach, helping them build high-performing, cross-border sales engines with agility, precision, and lower execution risk. 

Shift #3: Industries modernised trust, risk, and collections to build resilience 

 

2025 also showed how resilience is now a competitive advantage in today’s uncertain times. Across BFSI, fintech, and digital platforms, leaders recognised that traditional models of risk, compliance, and collections were no longer enough for an increasingly unpredictable operating environment. 

 

Financial institutions in particular reframed collections as a strategic function tied to customer lifetime value, revenue, and brand trust. Insights from the Ecosystm Roundtable we hosted in Singapore reinforced this shift: modern collections must be integrated into the customer lifecycle, powered by predictive AI in financial services, and aligned closely with both risk and CX. 

 

We saw a similar evolution in financial crime prevention. In 2025, banks began moving from reactive compliance to proactive trust architectures built on real-time detection, improved governance, and integrated risk intelligence. This mirrors broader trends in risk and compliance modernisation across the region. 

 

As resilience shifts towards becoming a strategic capability rather than a defensive reaction, organisations that invest early will shape long-term trust and market confidence. At TP, we have supported clients in modernising risk operations, strengthening governance, and redesigning collections journeys with a more predictive, insight-led approach. 

Outlook for 2026: A year defined by AI orchestration, trust, and partnership 

 

2025 was a turning point, where APAC’s innovation, talent, and ambition converged in extraordinary ways. But as powerful as this year has been, I believe what comes next will be even more defining: 

 

  • The rise of the AI-orchestrated enterprise: AI-augmented services will expand across industries. With TP.ai FAB, we’ll continue empowering clients to orchestrate intelligence across people, processes, and markets — driving speed, consistency, and personalisation at scale. 

  • Trust-first globalisation: TP will help APAC brands deliver compliant, ethically aligned, and culturally fluent CX — ensuring they earn and sustain trust in every market they enter. 

  • Partnership as a multiplier: To compete confidently across borders, APAC organisations will increasingly turn to partners with global footprint, operational depth, and market intelligence. In 2026, TP will double down on strengthening these capabilities — creating partnerships that accelerate expansion and reduce complexity. 

 

Here’s to 2026 — a year where AI orchestration, human insight, and global collaboration will unlock the next chapter of APAC’s growth story.