A joint research and development initiative under the TÜBİTAK–MIGHT Grand Challenge has been launched to promote technological innovation and knowledge exchange between Malaysia and Türkiye.
Supported by a RM1.2 million bilateral grant under the Bilateral Cooperation Programme, the project brings together industry and academic partners from the University of Nottingham Malaysia, Daythree, SESTEK, and İzmir Demokrasi Üniversitesi.
This three-year collaboration focuses on developing an AI-powered Agent Insights and Coaching Platform designed to help organisations better understand customer–agent interactions and translate those insights into real-time learning and performance improvements for frontline service teams. The system, known as 360Pulse, aims to address gaps in fragmented AI tools used in live operations by integrating speech and text analytics, generative AI, and knowledge management into a single operational platform.
The project also involves training AI models for Malaysian language contexts, including English, Bahasa Malaysia and Manglish, alongside the development of an intelligent knowledge base framework and proprietary tools to support wider industry applications.
The four-party research team will focus on advancing human-centric service experiences using generative AI. Academic participants include Assoc. Prof. Mandy Sim Siew Chen, Assoc. Prof. Ioannes Tang, Assoc. Prof. Wendy Gan and Asst. Prof. Tan Chye Cheah from the University of Nottingham Malaysia, and Prof. Osman Büyük from İzmir Demokrasi Üniversitesi. Industry partners include Daythree’s Mr. Dinesh Paul Sivanesan and Mr. Rohan Sudakaran, and SESTEK’s Ms. Tuba Arslan Kır.
Daythree founder and group CEO Raymond Davadass said the collaboration reflects the company’s focus on developing AI solutions that function in real operating environments.
He said the key challenge in AI adoption is ensuring it works effectively in dynamic, real-world customer interactions, adding that the goal is to build solutions that connect data, systems and operations in a way that frontline teams can use effectively.
The platform will be developed and tested within Malaysia’s Global Business Services ecosystem, using Daythree’s operational environment as a real-world testing ground. This approach aims to ensure the solution is scalable, consistent and adaptable to regional conditions before wider deployment.
Daythree contributes its expertise in large-scale, multilingual service operations through its digital BPS capabilities and proprietary Daisy platform, providing the operational data and workflows needed to validate the AI system in complex service environments.
SESTEK brings its expertise in speech and text analytics through its Conversation Intelligence and Analytics solutions, which are used globally in more than 20 countries. It also serves as the lead applicant and project coordinator, overseeing consortium management and project execution.
SESTEK R&D&I Director Tuba Arslan Kır said the collaboration reflects increasing demand for AI solutions that can operate across diverse markets and real business conditions. She added that the project marks SESTEK’s first joint R&D initiative with Malaysian partners and could lead to further collaborations in the future.
From an academic perspective, the University of Nottingham Malaysia said the project demonstrates the importance of bridging research and real-world application. Assoc. Prof. Mandy Sim said the initiative brings together academic expertise and industry experience to ensure research outcomes can be deployed at scale and create meaningful impact.
The University of Nottingham Malaysia contributes expertise in AI-driven knowledge systems using Nvidia GPU infrastructure and human-centric service evaluation, while İzmir Demokrasi Üniversitesi provides expertise in generative AI, speech processing and natural language processing.
Prof. Osman Büyük said the collaboration highlights the value of interdisciplinary and international partnerships in developing AI solutions that address real industry challenges.
The initiative is supported under the TÜBİTAK–MIGHT Bilateral Cooperation Programme, which promotes joint innovation between Malaysia and Türkiye through technology development, knowledge exchange and cross-border collaboration.
