Smartfren Launches Sarah, Responsive And Solutive GenAI-Based Virtual Assistant

Smartfren virtual assistant (photo: Smartfren)

JAKARTA - PT XLSMART Telekom Sejahtera (XLSMART) through the Smartfren service brand, officially introduced Sarah, her first virtual assistant based on GenAI (Artificial Intelligence).

Through this launch, Sarah is now officially the new face of Smartfren Care, which is here to help customers complete a variety of faster, more responsive, and solution service needs.

Sarah's launch is part of our commitment to strengthening customer service through efficient and easily accessible digital solutions, XLSART Director & Chief Commercial Officer David Arcelus Oses said in an official broadcast quoted Wednesday, July 9.

Sarah is a chat-based virtual assistant from a smartfren designed to provide a more responsive, active, and solution customer service experience.

Sarah comes as an interactive chatbot that Smartfren users can already access via WhatsApp [phone]), the MySmartfren application, and the Smartfren official website.

Through conversation-based interactions, Sarah can answer customer questions, ranging from quota checks, package information and bills, to promo product information. Supported by GenAI technology that continues to learn, Sarah's ability will be more accurate over time, adjusting to user needs and preferences.

Smartfren invites all customers to try to directly interact with Sarah from July 8, 2025, and experience new experiences in communicating with customers' services that are always there and always solution.

To support comfort in communicating, Smartfren users are currently supported by an XLSMART network that is strengthened by more than 200 thousand BTS, with a majority of 4G BTS, as well as a network of optical fiber backbones spread and stretched across various regions and islands in Indonesia.