Key insights from Grow with Braze Hong Kong 2025
Published on October 17, 2025/Last edited on October 17, 2025/6 min read
Published on October 17, 2025/Last edited on October 17, 2025/6 min read
Our Grow with Braze Hong Kong event brought together 175 marketers, digital leaders, and product innovators at the Rosewood Hong Kong to cover a question pertinent to regional marketers: How do brands in Hong Kong deliver truly personalized experiences to customers who now expect nothing less than seamless?
From AI-powered customer excellence to building trust and loyalty, Grow with Braze Hong Kong 2025 explored the strategies shaping the future of customer engagement in the region and beyond.
The afternoon opened with a warm welcome from Shahid Nizami, VP APAC & GCC at Braze, who reminded the room that growth isn’t just about data volume, it’s about decoding digital body language to better connect with customers. After all, digital body language encompasses the aggregate online signals a customer sends that reveal their interests, preferences, and intentions as they interact with a brand's digital platforms.
He further highlighted Hong Kong as one of APAC’s most connected markets, with 96% internet penetration and consumers in the city using more than six platforms a month and spending just short of two hours daily on them. For marketers, this presents an exciting opportunity but also a clear challenge to raise the bar on engagement to meet evolving customer expectations.
With that in mind, the event agenda was designed to walk through some of these key challenges and explore how businesses can better connect with customers in this fast-changing landscape.
Sam Meyer, Area Vice President, Asia at Braze expanded on these insights in his keynote. Drawing from the 2025 Global Customer Engagement Review, Sam highlighted three global trends shaping customer engagement:1. Mold your messaging: Merge content and technology to get it right. Unify your channels and merge creativity with technology to ensure messages resonate.2. Build trust through transparency: Advanced personalization relies on openness and trust to succeed. Prioritising customer consent and delivering real value.3. Enhance experiences with AI: Scale, experiment, and drive continuous improvement with AI as your co-pilot. He concluded by commenting that we have entered the agentic era and that “with AI decisioning, it is about replacing the next best action with next best everything."
Moderated by Sam Eatwell, Account Executive, Enterprise at Braze, the first panel explored how Crypto.com and Deloitte Digital are leveraging BrazeAI™ to transform customer engagement strategies with practical, revenue driving applications.
Winson Cheng, VP Global Head of CRM at Crypto.com and Ric Kong, Director MarTech Lead at Deloitte Digital, discussed three key AI adoption themes:
Deloitte’s case studies showed how compliant, AI-generated content can streamline operations and drive measurable revenue uplift, proving that intelligence and personalisation can grow hand-in-hand.
The lesson? AI is no longer experimental but operational.
This discussion delved into building trust with consumers as Luna So, GCR Director & Personalization Specialist at Mastercard Dynamic Yield, Yuki Wong, Regional Digital Marketing Manager at GoGoX, and Carrie Tong, AVP Growth at Viu, dived deep into how customer data can be transformed into meaningful relationships and lasting loyalty. From personalized video recommendations to dynamic homepage experiences, the speakers showed how transparent and personalized exchange fuels retention. In adapting to market trends, the speakers shared how their brands evolved their loyalty program that adapts to changing customer expectations for sustainable success.
Luna’s testimony on Mastercard Dynamic Yield with On, where server-side personalization delivered a +537% CTR uplift and 348X ROI, drove home the point: Personalization drives customer relationships.
Justin Tan, Strategic Customer Success Manager was joined by Carol Chua, Partnerships Lead from Braze to unveil the BrazeAI™ suite, spotlighting features like Winning Paths, Personalized Paths, Project Catalyst, and OfferFit by Braze.
As shared, BrazeAI™ Decisioning Studio can seamlessly integrate into a brand’s broader ecosystem, plugging into Braze’s Customer Engagement Platform (CEP) with flexibility. This evolution helps brands complete their marketing architecture by connecting the Data Layer, a brand’s true center of gravity and the Activation Layer with a robust Decisioning Layer that drives intelligent, adaptive personalization at scale.
Together, these tools move brands from segment-based campaigns to true one-to-one personalization powered by reinforcement learning and agentic AI.
Moderated by Anthony Leung, Senior Account Executive, Scale at Braze, the financial services panel brought together Mingo Tsang Director of Marketing and Branding at Bowtie and Julia Simon, VP APAC at AB Tasty to explore how AI is reshaping the industry of financial services.
They shared tactical insights on:
Mingo illustrated how AI-powered personalization balances the use of AI and compliance, while Julia showcased EmotionsAI, which segments customers in real-time based on psychological drivers. The outcome of reassurance messaging increased submissions by up to 48% for the segmented customers.
1. AI-powered customer excellence: Digital body language is the new segmentation. The richest insights often come from the smallest signals, how consumers engage in real time and what matters is the importance of leveraging AI to transform these data into personalised and meaningful connections.
2. Trust is table stakes: Whether via loyalty programs or WhatsApp chats, for Hong Kong, transparency in data use is now a fundamental of successful long-term customer relationships.
3. Compliance can drive innovation: Financial services leaders Bowtie and AB Tasty showed how regulated industries can force smarter use of AI to balance empathy, privacy, and personalization, resulting in stronger engagement.
Final thoughts: A toast to growth, powered by partnership
As the day concluded with networking drinks and building new connections overlooking the bustling city of Hong Kong, one message resonated: the future of growth lies in forging meaningful connections, where every data interaction is personal, trusted, and valuable.
Grow with Braze Hong Kong 2025 confirmed that Asia’s most ambitious brands are not waiting for the future of engagement, they’re building it right now.
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