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Apart from functioning as a sales channel, e-commerce also has a role to play in driving content marketing and reshaping brand image, something often neglected by traditional brands.

Ann Cairns, president of Mastercard's international operations, makes a point at a roundtable at the Singapore FinTech Festival in November last year. [Photo provided to China Daily]

Another focus for the firm is to incorporate local tastes. Following matcha green tea, strawberry and yogurt flavors, this year Dove produced durian and red velvet cake flavor products.

Apart from promoting social interactions, AI technology is also helping get game players involved in exercises offline in the real world.

Antti Kurvinen, a member of the Parliament of Finland, said he found the presentation "really interesting".