GenAI in Action: Takeaways from SIA, Grab and OCBC

Research evidence excerpt

GenAI in Action: Takeaways from SIA, Grab and OCBC

Update

June 19, 2026 05:39 AM GMT

Morgan Stanley Asia (Singapore) Pte.+MASEAN Virtual Conference 2026 | Asia Pacific Divya Gangahar Kothiyal

Equity Analyst

GenAI in Action: Takeaways Divya.Gangahar@morganstanley.comNick Lord +65 6834-6438

Nick.Lord@morganstanley.com +65 6834-6746

from SIA, Grab and OCBC Eileen Lin

Research Associate

Eileen.Lin@morganstanley.com +65 6834-5060

We hosted a panel titled "GenAI in Action: Delivering Real Aitong Li

Business Impact in Singapore" featuring management from ResearchAitong.Li@morganstanley.comAssociate +65 6834-6295

Singapore Airlines, Grab and OCBC. AI deployment is deepening

across revenue enhancement, customer experience and internal

efficiency with ROI increasingly a focus.

Key Takeaways ASEAN Internet

Asia Pacific

Enterprise-wide adoption is scaling. For example, SIA identified 550+ AI use cases Industry View In-Line

with 140+ in production, and its 'Jarvis' platform sees >90% employee usage.

Recent Reports:

Grab's 13 AI-powered new products launched this year, OCBC's Wealth Advisor AI Grab Holdings Ltd: Virtual ASEAN Summit 2026

coach and SIA's AI-powered search have all contributed to revenue growth. Feedback (18 Jun 2026)

Grab’s moat is local data + physical fulfillment + real-time marketplace control. Singapore Airlines: Relatively better positioned

Grab has built a proprietary dataset of >20bn transactions over 14 years. amid turbulence (18 May 2026)

Oversea-Chinese Banking Corp: Virtual ASEAN

We hosted a panel on GenAI adoption at our ASEAN Virtual Conference featuring Conference 2026 Feedback (18 Jun 2026)

Satyajit Deshpande (DVP, Enterprise Strategy & Architecture, Singapore Airlines),

Douglas Eu (Director, Strategic Finance & IR, Grab) and Jingyuan Zhao (Head of