The ASEAN-first AI BPO

AdaptiveX is a Singapore-based startup that builds AI agents to automate business processes, specifically targeting the Southeast Asian (ASEAN) market. Launched in 2024, the company identifies as an AI BPO (Business Process Outsourcing) platform. Their core argument is that traditional call centers are inefficient and expensive, and that conversational AI has finally reached a point where it can replace human agents for inbound and outbound voice and chat support.

The company centers its technology around a voice-first philosophy. They argue that voice interactions offer higher bandwidth than text—roughly 150 words per minute compared to 40 for typing. This focus is reflected in their partnership stack, which includes specialized providers like Deepgram for speech recognition, ElevenLabs for voice synthesis, and Twilio or Telnyx for telephony infrastructure. By layering these with large language models from OpenAI and Google Gemini, AdaptiveX creates voice agents capable of handling bookings, qualification, and general customer inquiries 24/7.

Multi-agent orchestration and back-office automation

Beyond voice, the AX Platform includes chat agents and workflow agents. The workflow agents handle back-office tasks like data entry and system updates, moving the company into the territory of robotic process automation (RPA) but with the flexibility of LLM-based orchestration. This multi-agent approach allows them to handle complex, multi-step business processes rather than simple Q&A.

The company origins go back further than its 2024 launch. Founders Teigan Murphy and Bradley Zarich previously operated a development shop starting in 2017, which served the Australian market with web and mobile applications. They later experimented with blockchain technology before pivoting to conversational AI in 2021. This history suggests a team that follows technology cycles closely, eventually landing on AI as the most viable path for scaling enterprise services in the ASEAN region.

Cultural intelligence and the service layer

AdaptiveX differentiates itself from generic AI agent platforms through its emphasis on cultural intelligence and BPO enablement. They claim that ASEAN markets have unique cultural nuances and business practices that off-the-shelf AI products often ignore. Each market, from Singapore to Thailand, requires AI that feels native rather than foreign.

To address the difficulty of corporate adoption, they offer AdaptiveEducation and AdaptiveLabs. These are training and workshop services designed to help enterprises identify which processes are ready for automation and to train their remaining human staff to work alongside AI agents. This service-heavy approach suggests the company views AI adoption as an organizational challenge as much as a technical one.

Competitively, AdaptiveX sits between two worlds. On one side are the legacy BPO giants which are currently attempting to integrate AI into their massive human-driven operations. On the other side are the horizontal AI voice startups. AdaptiveX strategy is to be the vertical specialist for the ASEAN region, combining the technology of the latter with the service-oriented delivery of the former. They operate as a remote-first organization with a regional hub in Singapore and expanding footprints in Malaysia and Thailand. By positioning themselves as a platform rather than just a tool, they aim to own the entire outsourcing relationship for their clients.