Sleekflow’s unified approach to conversational AI

According to Asnawi Jufrie, Vice President and General Manager at Southeast Asia for Sleekflow, there is now a need to consolidate and unify the popular chat platforms like WhatsApp, Viber, WeChat, etc into a single unified inbox as this will enable AI agents to better perform the needs of a customer.

2025 has witnessed the evolution of conversational AI platforms as they continue to provide a more seamless experience to customers. While most conversational AI platforms are integrated into emails and other messaging apps and services, the rise of agentic agents are making conversational AI go beyond just the normal customer service conversation.

The Singaporean-based omnichannel conversational AI Suite provider is one of the many conversational AI platforms that foresees the opportunities in the industry with the integration and consolidation of apps to provide a more targeted and seamless experience to users.

Having secured a US$7 million in a Series A+ funding round in August 2025, Sleekflow is hoping to accelerate its global expansion plans in Southeast Asia, the Middle East and Europe. Funds will also be invested in AI tech innovation (including analytics and building marketing workflows) and channel expansions (including Calls and Emails) to better serve its growing customer base worldwide.

“When building a brand, you definitely need an ecosystem. We're very fortunate to have a very strong team in Sleekflow. We also have a strong partnership ecosystem and strategic alliances. We have alliances with Microsoft, Vector and Stripe. All these are key alliances that we work with because a lot of our services also provide their services as well,” said Jufrie.

Jufrie also stated that their alliances have enabled them in their go-to-market strategies.

“We are very fortunate also to be a Singapore company in Singapore and HQ as well. So right now, we are also enrolled in the productivity solutions grant scheme here in Singapore. That allows us to also help our smaller companies, the ones that will require some sort of government in order for them to get started. And I think it's a very good program because then we can help almost every brand in Singapore,” he said.

A unified inbox

For Jufrie, what makes Sleekflow stand out from the other providers in the market is that with a unified inbox comprising all the popular chat platforms available in the market, Sleekflow is able to sit within the tech stack or the tech ecosystem of these brands.

“And why is it important? Because all these existing legacy tech stacks already have the data. And this data is what we use because we're able to integrate very easily. We can pull this data, which is the gold mine, because for AI agents, the data will be the one that allows it to become better. These AI agents can help the brand sell, market, and support better. So that's essentially what SleekFlow does,” said Jufrie.

Specifically, Jufrie explained that SleekFlow's key focus is to provide the agentic workforce across the digital chat strategy.

“The difference with chat or generative AI is that if we were to study your top salesperson or your top CF agent, and we were to study their conversation for the past 10 years, we will notice very similar to stocks, where it's up and down, and there is an average, right? And the average is basically where you will see they have a correct or similar tonality. The speed at which they respond is quite similar. And the way that they send messages out in terms of direction or in terms of their goal is all quite similar for that particular person. The question is, can we replicate that? The answer is yes. And that's what SleekFlow provides. So SleekFlow provides the AI agent that allows you to go to market, to go with your customers and accelerate the CX journey end to end. So, I think that's a very key difference of what we do,” explained Jufrie.

As a platform, Jufrie also pointed out that Sleekflow can be used across companies of all sizes across multiple industries. This includes providing B2B or B2C services. He also explained that some of their smaller clients are using Sleekflow as their CRM.

“So, we have a growth team that focuses on that. If you look at the mid-market firms or the enterprise firm or even the large enterprise firms, SleekFlow becomes that orchestration for chat that sits within the call stack system. So, both sides we handle. One thing that's useful is for us to understand that essentially when we work with brands or when we sell, when we do business, the most important thing is trust. The way that our philosophy is always to be what we call radically transparent. So, we must let our clients know that they're speaking with an AI agent,” he added.

Plans for 2026

Looking into 2026, Jufrie said that Sleekflow is aiming to double down its engineering backend to focus development on multi-agent architecture. This will enable them to provide more relevant and key information to the end customers when agents are being deployed.

“We want to also look into how we can use it on the analytics front. How do we actually understand how an AI agent is helping us in terms of a conversion perspective, in terms of how many of the queries are answered partially by AI, fully by AI, what are the key categories that customers are asking for, which provides great insights for your go-to-market and your performance marketing side. We also want to use agents or being able to understand where customer entry points are coming from in terms of your chat channels, which is important, where and which advertisement is being used that allows you to have that,” added Jufrie.

He also believes that it's important to make sure AI agents are even more humanistic, which is very hard because determining what makes a human can be very different from different people.

“One key step that we're working on is something called the message bubble architecture. If you look at chat GPT, you can only send one message and then they'll reply to one message. But WhatsApp and how we converse with humans, it's not like that. Let's say I say, hey, how are you? The reply would be all good, right? So, most AI or how agents work or how a lot of AI platforms will look at it is three questions and then there'll be three answers. So, it'll be a hey and then hey, how are you? And it will just reply to three things, right? It becomes very weird. It's not wrong, but it's weird. So, we're working on this multiple message bubble architecture where we can contextualize that this is one question and whether we want to respond in one or three, that will be up to the agents to reply on that,” said Jufrie.

Jufrie also shared that Sleekflow is working on its web store integration, where it's working with vendors like Shopify.

“A lot of brands use Shopify. So, we’re making sure that we integrate with Shopify, tech stack, pull the data of the SKUs, live information is all very important to ensure that if our customers want to maybe have a self-serve kind of experience on WhatsApp, we can support that as well. And if customers are asking how this product in stock is, for example, pulling the information directly from Shopify, we don't need anything. We want to pull real life information,” he said.

Jufrie also highlighted that Sleekflow will be doubling down on its strategic alliances, in partnership with Meta as well as Microsoft. He revealed that Sleekflow is also going to also be working very closely with TikTok as well, especially in this region.

“TikTok is also now being used as a discovery channel and a messaging channel as well. All in all, we want to ensure that for a full end-to-end funnel strategy, we are able to meet our customers where they are at rather than meeting us at where we are at. So, if you only provide one channel, it might not be useful but using it across all channels because everybody uses a different platform, we can then make the whole experience really seamless for them and make them loyal customers with your brand,” he concluded.