MANILA, PHILIPPINES – The highly anticipated Meta Marketing Summit 2025 brought together the crème de la crème of business leaders from across Southeast Asia, including Singapore, Indonesia, Malaysia, Philippines, Thailand, and Vietnam, to share their groundbreaking experiences in harnessing the power of AI-powered marketing solutions. A recent report by Meta in partnership with Deloitte, titled “AI for Business: APAC Trends in AI-Platform Adoption,” found that a significant number of businesses in Southeast Asia are leveraging AI tools in platforms to drive growth.
Vietnam leads the pack with an impressive 93% adoption rate, where 66% of businesses use AI for customer communication and 63% for accessing new customers. Indonesia follows with 79% adoption, where 65% of businesses use AI for marketing new products and 61% for customer communication. Malaysia also sees substantial adoption at 78%, primarily focusing on customer communication (51%) and product marketing (50%). Thailand rounds out the group with 77% adoption, mainly utilizing AI for customer communication (69%) and accessing new customers (51%).
As the summit concluded, it became clear that Southeast Asian businesses are revolutionizing their marketing strategies with AI. One key area of focus is audience targeting, where companies are ditching manual segmentation for cutting-edge AI-powered tools like Advantage+ Audience. This shift has resulted in unprecedented audience exposure and optimized media buying. For instance, EZ Shopping Center Corporation in the Philippines saw a remarkable 20% increase in reach by switching to automated solutions using Advantage+ Audience.
But that’s not all – AI is also empowering marketers to dynamically allocate ad spend based on real-time performance data, yielding higher returns on ad spend and reduced costs per acquisition. Life coaching platform Mindvalley adopted Meta’s Advantage+ sales campaigns with value rules, achieving a 1.2x higher return on ad spend and a 43% reduction in cost per acquisition. By leveraging AI in this way, businesses are able to maximize their ROI and stay ahead of the competition.
Furthermore, AI-powered creative tools like Advantage+ Creatives are transforming the way brands optimize their ad content, delivering tangible cost savings and stronger campaign performance. Vietnamese skincare brand Cỏ Mềm HomeLab witnessed a 1.4x increase in Meta purchases, a 30% drop in cost per purchase, and a 1.4x boost in Purchase ROAS after integrating AI into their creative strategy using Advantage+ Creatives. This level of optimization is allowing businesses to create more effective ad campaigns that truly resonate with their target audiences.
In addition to these advancements, marketers are shifting their focus toward analyzing deeper intent signals, allowing them to design campaigns aligned with actual buyer intent and turning AI into a powerful engine for high-conversion outcomes. Educational platform Emeritus mapped micro-events to macro-conversions and fed those signals back to Meta Advantage+ , enabling them to design campaigns that drove high-value actions and conversions. By understanding their customers’ needs and desires on a deeper level, businesses are able to create more targeted and effective marketing strategies.
The Summit showcased how AI-powered products are enhancing everything from campaign optimization to content creation and customer engagement. As AI-powered products become increasingly sophisticated and accessible, early adopters are poised to lead the next wave of growth across the region’s rapidly evolving digital economy. To learn more about how businesses are harnessing AI to stay ahead, visit here.
