If you've followed Maxis' innovation trail, you might remember MIRA — the digital concierge featured at the telco's Concept Store in The Gardens Mall a few years back. Fast forward to earlier this year, Maxis took another step forward by introducing Mia, a generative AI tool for its enterprise clients powered by Amazon Web Services (AWS).

Now, the company is extending AI assistance to everyday users through Miya — short for Maxis Intelligence, Your Assistant — integrated directly into the Maxis mobile app.

What Exactly Is Miya?

Miya is Maxis' latest AI-powered virtual assistant, built using Google Cloud's Customer Engagement Suite. Unlike traditional support bots that rely on rigid menu options, Miya is designed to handle natural, conversational interactions. Maxis aims to make app navigation more fluid — letting customers ask questions and get instant, contextual answers, rather than digging through nested menus or waiting for customer support.

In other words, Miya marks Maxis' move from static digital tools to a more intuitive, voice-like experience — something increasingly expected in the age of large language models (LLMs) and AI-driven chat interfaces.

What Miya Can Do for You

Within Miya's chat window, users can perform several everyday tasks directly without leaving the conversation. This includes:

Beyond these, Miya can also assist with inquiries about Maxis' broader services and products — whether you're exploring new mobile plans, upgrading devices, or just need general help navigating the app.

And since Miya operates virtually, you're not limited by business hours. Assistance is available 24/7, making it handy for late-night troubleshooting or quick account queries on weekends.

Smarter App, Smoother Experience

Alongside Miya's introduction, Maxis has refreshed the layout of its mobile app to offer a cleaner, simpler interface. The AI assistant can be accessed by tapping the Maxis logo at the bottom of the home screen, where it's currently being rolled out progressively to all users.

This phased deployment suggests Maxis is testing and refining Miya's capabilities in real-world conditions, ensuring the assistant learns from user interactions and improves over time — much like other generative AI systems.

Why Miya Matters

For Maxis, Miya represents more than just another chatbot — it's part of a broader shift toward AI-driven customer engagement. As telcos face rising competition and complex service ecosystems, AI assistants like Miya can enhance user experience while reducing call center loads.

It's also notable that Maxis has leveraged Google Cloud for this initiative, contrasting its earlier collaboration with AWS for Mia. This dual approach indicates the telco's openness to working with multiple AI ecosystems to serve different customer bases — B2B and consumer alike.

Final Thoughts

With Miya, Maxis is positioning itself at the intersection of convenience and innovation. The assistant is not about replacing human support but augmenting customer interactions with intelligence and speed.

For users, it's another step toward a future where managing mobile accounts feels less like tapping through a maze — and more like having a friendly, always-available digital assistant by your side.