PLDT and Smart achieve 93.7% social media automation with Airyn, OBZ's GenAI-powered Auto-Wall Responder
How OneByZero deployed Airyn, a GenAI-powered Auto-Wall Responder built on Amazon Bedrock with Anthropic's Claude Sonnet, to automate social media customer engagement at telco scale, in English, Tagalog, and Taglish.
Powered by Amazon Bedrock with Anthropic's Claude Sonnet
93.7%
automation rate on public-facing social media responses
2.6×
increase in customer engagement across live channels
₱3.38M
in annualised cost savings, year on year
Overview
About the customer
PLDT and Smart are two of the Philippines' leading telecommunications companies, serving millions of customers through mobile, fixed-line, and broadband services. As among Southeast Asia's most prominent digital service providers, they manage high-volume customer interactions across official Facebook pages and X accounts every day — requiring scalable, always-on support infrastructure to meet rising customer expectations.
Millions of PLDT and Smart customers post questions, complaints, and requests for help publicly, every day. Every unanswered post is a missed moment. Every delayed response is a customer who notices.
The challenge
Scaling social media support without sacrificing quality
The operator faced rapidly growing volumes of customer interactions across Facebook and X, driven by an expanding digital customer base and rising expectations for fast, personalised responses. The existing model relied heavily on manual agent effort, creating four critical pressure points.
01
Limited intent recognition
Responses were keyword-based, leading to irrelevant or missed queries and a poor experience for complex or multi-intent posts.
02
Manual training requirements
Heavy reliance on human agents for response refinement and model updates created capacity constraints and slowed response times as volumes grew.
03
Lack of persona alignment
Responses lacked a consistent brand voice and personalisation, undermining customer trust and engagement.
04
Minimal insights
No clear visibility into sentiment, pain points, or engagement trends made it impossible to improve proactively or inform business strategy.
The solution
Airyn: a GenAI-powered Auto-Wall Responder
OneByZero designed and deployed Airyn, a GenAI-powered Auto-Wall Responder built on Amazon Bedrock with Anthropic's Claude Sonnet as the core generative model, deployed directly into PLDT and Smart's live social media channels. Claude Sonnet was selected for the quality and consistency of its responses across complex, real-world interactions — delivering the same response quality in English, Tagalog, and Taglish, the languages Filipinos actually use.
#01
AI-powered intent recognition
Every incoming post is classified in real time before any response is generated.
- Classifies intent, sentiment, emotion, urgency, toxicity, language, and product category
- Responses trigger within 5 minutes of a post
- Off-topic posts are skipped automatically
#02
Persona-based AI responses
Contextually accurate, persona-aligned responses in English and Filipino.
- Matches the operator's brand voice on every reply
- Responses are generated per interaction, never templated
- Native multilingual quality across English, Tagalog, and Taglish
#03
Human-in-the-loop escalation
When a conversation needs a human touch, Airyn escalates immediately.
- VIP customers trigger instant alerts
- Agents receive full context plus a suggested response
- Seamless handover keeps response quality consistent
#04
Analytics and insights dashboard
Real-time reporting across every channel.
- Tracks engagement volumes and sentiment trends
- Monitors response performance and confidence scores
- Surfaces pain points to inform business strategy
AWS services used
Built natively on AWS, end to end
Airyn runs on AWS-native services spanning model inference, training, data processing, and analytics, deployed directly into the operator's live social media channels.
Amazon Bedrock
Powers LLM-based intent understanding and response generation via Anthropic's Claude Sonnet.
Amazon SageMaker
Continuous model training on real customer interactions to improve accuracy and relevance over time.
AWS Glue
Data processing pipeline for ingesting and transforming social media interaction data at scale.
Amazon Athena
Query layer for analysing historical engagement data, sentiment patterns, and interaction trends.
Amazon QuickSight
Real-time dashboard for engagement insights, response performance, and customer sentiment monitoring.
Delivered by OneByZero, an AWS partner, with security and governance controls built in for high-volume, regulated telco operations.
Outcome
Always on, always brand-right
93.7%
automation rate on public-facing social media responses
2.6×
increase in customer engagement
₱3.38M
annualised cost savings
The results were immediate — and measurable. A 93.7% automation rate lets PLDT and Smart's teams focus where they matter most: the complex, high-value interactions that build real customer relationships. Customer engagement increased 2.6 times, driven by faster, more relevant responses across both channels. And ₱3.38 million in annualised cost savings delivered a sustained reduction in the cost of customer engagement at telco scale, year on year. In production. Not a pilot.
- 93.7% automation rate — teams now focus on complex, high-value interactions
- 2.6× increase in customer engagement across live channels
- Replies in English, Tagalog, and Taglish — the languages Filipinos actually use
- 5-minute response trigger from post going live
- ₱3.38M in annualised cost savings, sustained year on year
- One of the first GenAI-powered, persona-aware social engagement platforms at telco scale in the Philippines
About OneByZero
OneByZero is a frontier Systems Integrator specialising in AI Coworker design, build, and deployment for regulated enterprises across financial services, telecommunications, and retail. We operate across ASEAN, India, ANZ, and Japan, with a presence in the United States, combining domain expertise in regulated industries with deep AI engineering capability.
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