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Klaviyo K:SGP 2026 · 20 October 2026 · Singapore

• Paul Mah (Moderator), AI & Infrastructure Journalist and Advisor
• Tanya Mar, Ecommerce & Digital Marketing Manager, Dermalogica
• Steven Angkasaputera, Head of User Communications & Community, Plaud
• Sangun Jung (SJ), Digital Marketing Manager, FILA

Key takeaways

• Discovery now starts with AI questions. Reviews, community posts and a brand’s own website shape what AI tells shoppers, often before they reach the brand.
• Personalization goes beyond purchase history. Who the customer is, what they need and where they are in their lifecycle matter as much as what they bought.
• AI lets small teams do more. But people still own strategy, review and brand judgment.
• Empathy stays human. AI can handle simple questions, but unhappy customers still need a person.

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About this page. This transcript and summary were generated by Plaud from a live recording of the panel and lightly adjusted for clarity and accuracy. Wording may differ slightly from what was said on stage. Views are the speakers’ own and do not necessarily represent their companies. Figures are as cited by the speakers and their sources.

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Full transcript (click to expand)

Summary

Paul Mah moderated a panel with Tanya Mar of Dermalogica, Steven Angkasaputera, leading User Communications & Community at Plaud, and Sangun Jung, also known as SJ, of FILA. The panel examined how AI is reshaping discovery, personalization, content production, reviews, team operations, and marketing investment. The central message was that AI can expand marketing capacity and relevance, but people remain responsible for strategy, empathy, review, and brand judgment.

Consumer discovery shifts from search to AI-led questions

Paul opened with a change in consumer behavior. He cited Klaviyo’s State of Holiday Shopping report, which found that 81% of Singapore shoppers use AI to shop for gifts, the highest share of any market. He also said 31% of AI-assisted shoppers spend more than they did the year before. That was three times the share among shoppers who had not used an AI system.

Steven said discovery is moving beyond conventional keyword search. Consumers increasingly ask AI systems what products they should buy. Brands therefore need content that can answer questions clearly, not just rank in traditional search results.

AI-generated search summaries can draw from several sources. That makes websites, reviews, community conversations, and other public content more important. Steven said a welcome email may now be a customer’s second or third touchpoint. People may already have encountered a product through AI search, reviews, Reddit, or other content before they enter a brand’s own channels.

Lifecycle marketing now supports acquisition as well as retention. Email, feedback requests, reviews, and community content can influence prospective customers before they purchase.