Indosat Ooredoo Hutchison (Indosat or IOH) has launched a new AI-based Semantic Search feature in the myIM3 and bima+ applications.

Developed in partnership with Google Cloud, this technology enables customers to perform more relevant, personal, and efficient searches.

It simplifies finding products and services that match individual needs, marking a new step toward smarter digital experiences.

Vertex AI Supports Deeper Customer Understanding

The search feature is powered by Google Cloud’s Vertex AI platform, which enables the system to understand customer behavior and preferences more deeply.

This allows personalized and dynamic search results for services such as data packages, lifestyle features, and loyalty programs like IMPoin and BonsTri.

Bilal Kazmi, Director & Chief Commercial Officer of Indosat Ooredoo Hutchison, said, “With the support of Google Cloud, we present a search system that is not only intelligent but also delivers real added value, both in user convenience and business growth.”

Collaboration Advances AI Innovation in Indonesia

Fanly Tanto, Country Director of Google Cloud Indonesia, stated, “As a pioneer in Google Cloud’s Indonesia BerdAIa program, Indosat is at the forefront of AI innovation to meet evolving business needs. Vertex AI Search is designed to understand questions in both Indonesian and English, including semantic meanings and spelling variations.”

This collaboration integrates Google Cloud’s platform with Indosat’s AI models to create a smarter, more personal digital experience for millions of myIM3 and bima+ users.

AI Personalization Meets Growing Market Demand

AI-based personalization enhances search experiences to be more relevant and tailored.

This reflects the increasing importance of adopting technologies like Semantic Search to meet market expectations.

According to McKinsey’s “Next to Personalization” report, 71% of consumers want personal interactions with brands, making personalization a new standard in digital services.

Interactive Campaign and Local Language Support Enhance User Engagement

Indosat also launched the “30 Days Treasure Hunt” campaign from August 21 to September 19, 2025.

This gamified AI-powered search encourages users to find keywords on official Instagram accounts @indosatim3 and @triindonesia, then use the search feature in myIM3 or bima+.

Daily top participants can win e-vouchers totaling up to 5.5 million rupiah. The Semantic Search is further strengthened by Sahabat-AI, an open-source large language model designed to understand local languages and dialects, making interactions relevant across Indonesia, including rural areas.

PHOTO: INDOSAT OOREDOO HUTCHISON

This article was created with AI assistance.