Truegenics' Madison AI signals a bold move toward Al-driven growth

From one Al Win to a whole new way of working — Truegenics sets the stage for its Al mandate.

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Truegenics Pte Ltd has won the Al - Consumer Products (Non-Durables) category at the Singapore Business Review (SBR) Technology Excellence Awards 2025, in recognition of its Al-powered customer service agent, Madison. Whilst this milestone marks a proud achievement, it also signals a deeper transformation: Truegenics' commitment to becoming a more agile, Al-driven SME, where innovation is embedded not just in products, but in how the business operates.

Transforming customer support at scale

Madison was developed to meet growing global customer support demands with greater speed and consistency. It now handles over 70% of daily inquiries — streamlining response times, improving accuracy, and allowing the support team to focus on more complex issues. “We didn’t want poorly implemented Al. It had to meet our standard of care for customers to represent our brands well,” said Jeremy Wong, CTO of Truegenics.

Julius Yap, Senior Manager of Customer Service and project co-lead, added:

Laying the groundwork for Al