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S'pore firms tap digital humans to reach clients, fill gaps in manpower

The Straits Times

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September 01, 2025

'Talking AI' also adds to immersive and interactive experience at attractions

- Annabelle Liang

S'pore firms tap digital humans to reach clients, fill gaps in manpower

Model employees do not come much smarter than Aiva, with her crease-free SBS Transit uniform, welcoming smile and scores of helpful advice.

She has been serving commuters at Punggol Coast MRT station and Ang Mo Kio bus interchange since late 2024, giving directions and recommendations round the clock.

Being a digital human, or an avatar that mimics human behaviour, she does not get tired or take breaks. But do not expect her to be well versed in pleasantries; it is not part of her programming.

"Aiva will be very on point. She wouldn't say too much," said Mr Ivan Lau, who was involved in her development. "If you want someone to answer like ChatGPT, that's not her," he added, citing the popular chatbot that has been used to dish out advice.

"She's there to help with anything to do with passenger information... how to get to certain stations, and what are the recommendations around the stations," noted Mr Lau, chief executive of Hong Kong-based artificial intelligence (AI) firm Pantheon Lab.

SBST will deploy another digital human, Silvia, developed by Singapore start-up FingerDance, at Chinatown MRT station later in 2025. She will support the deaf community by responding to spoken or typed queries in the written word and sign language.

SBS Transit spokeswoman Grace Wu said: "At the heart of it, Silvia represents another step forward in making public transport more inclusive. She also frees up station staff to focus on more complex assistance and safety matters. She's designed to reflect the same approachable and professional demeanour of our customer service officers, extending their reach in a new, accessible format."

SBST plans to roll out the technology at more MRT stations along the North East and Downtown lines, which it operates, as well as at other bus interchanges.

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