In a fast-evolving digital economy, the Human Resources function is undergoing a radical reinvention. Few understand this transformation better than Monir Azzouzi—CHRO, award-winning HR leader, board director, and author of “ChatGPT-Powered HR.”
With over 15 years of experience leading HR transformations at Gojek, Maxis, GoToko, and now through advisory work across Asia, Europe, and the Middle East, Monir shares practical insights on making HR a strategic force.
Previously featured in our “Top 10 Talent & People Leadership in Asia on LinkedIn,” Monir returns to NewInAsia to speak about agile HR, AI in the workplace, and preparing Southeast Asia’s workforce for the future.
Highlights
From Operations to Strategy: Foundations for HR Transformation
Q: Across Gojek, Maxis, and GoToko, what key signs show an HR team is ready to shift from operational to strategic?
A: It starts with laying a strong foundation. At Maxis, Gojek, and GoToko, we focused first on refining the basics: robust systems, policies, and processes around talent acquisition, onboarding, performance management, and role clarity. Think of it like building a house: you can’t install a golden roof without solid pillars.
Once we had that in place, we mapped out user journeys to design every policy with the employee and business strategy in mind. At Maxis, this led to record-high engagement scores, beating global benchmarks. At GoToko, which we built from scratch, we achieved over 90% satisfaction scores across HR, IT, and corporate facilities—clear indicators of a successful shift from operational to strategic HR.
Q: Through Futuresparx, what’s the biggest myth you’re debunking about AI in HR?
A: One major myth is that AI lacks empathy. While AI doesn’t feel, it can detect and respond to sentiment. Tools like ChatGPT, DeepSeek, and Claude help leaders communicate with more empathy. I’ve seen it enhance the quality of one-on-one conversations significantly.
Another myth is that employees resist AI or digital initiatives. What we often face is a lack of understanding, not resistance. That’s why I treat digital rollouts like product launches, complete with sales and marketing strategies. By clearly explaining the ‘why’ and involving employees early, we create buy-in. People need to see what’s in it for them, not just the company.
Q: At Cyberjaya Education Group, how are you aligning education with future talent and digital needs?
A: We’re not waiting for change, we’re preparing for it. At Cyberjaya Education Group, we’ve trained our employees on how to leverage AI at work. Next, we’re running a program focused on AI in learning design.
We also collaborate with experts locally and internationally to ensure our curriculum stays cutting-edge. This is about equipping both employees and students with skills that matter in a future dominated by AI and digital transformation.
Real-World AI, Digital Mindsets, and HR’s Future Role
Q: Can you share a real example from your book “ChatGPT-Powered HR” where AI reshaped an HR outcome?
A: The book came out of my own desire to better understand prompt engineering and AI’s role in HR. I co-authored it with my former colleague Marwan, and it quickly grew into something bigger. Since publishing it, I’ve trained and spoken to thousands across Asia and the Middle East—leaders from GE Vernova, Tenaga Nasional, HSBC, Mercedes, and many more.
What’s been powerful is the feedback. Companies have seen tangible improvements in productivity and engagement. One client reported a dramatic reduction in manager response time to HR inquiries thanks to generative AI tools. It’s not hype, it’s measurable impact.
Q: With your global experience, how should HR leaders in Southeast Asia adapt culture and leadership in the digital age?
A: HR must lead by example when it comes to digital tools and innovation. At Maxis, I worked with a colleague who didn’t consider himself ‘digital’—yet he approved leave via apps, used our HR chatbot, accessed performance reviews online, and more. It wasn’t about his tech skills, it was his mindset.
The digital age demands adaptability. HR needs to champion this by encouraging learning, promoting digital literacy, and embedding inclusive practices. Whether you’re a startup or a large enterprise, HR must be a cultural role model.
Q: At GoToko, how did you approach agile talent strategy in a high-growth environment across HR, Facilities, and IT?
A: At GoToko, where I oversaw HR, Facilities, and IT, I gained a 360° view of the employee experience. My background in Sales and Marketing helped me apply a customer-centric lens internally, from employees to partners.
By breaking down silos, we made sure people had the tools and support they needed to thrive. Our team was globally recognised for best-in-class engagement with systems like Workday and LinkedIn Learning. That came from treating internal services like products, and always focusing on the user experience.
Q: How can institutions like Cyberjaya better prepare students for AI-powered, hybrid workplaces?
A: We need to build adaptability into the system. At Cyberjaya, we’re integrating AI training into both staff and student learning. But it’s not just about tools, it’s about mindset.
By linking with industry leaders and constantly evolving our curriculum, we prepare students for leadership, not just employment. The goal isn’t just to survive in the digital workplace, it’s to shape it.
Q: After leading transformations across Asia, Europe, and the Middle East, what keeps you passionate about evolving HR?
A: I find real passion in guiding organizations through the complexities of today’s workplace. Working with diverse teams across regions has shown me the power of aligning people and organizational strategies with overarching business goals.
What keeps me going is seeing the tangible impact—how a forward-thinking, digitally enabled HR function can drive engagement, innovation, and sustainable success. My focus has always been on practical, tailored solutions that are deeply integrated into how businesses actually operate. HR isn’t just a support function, it’s a strategic driver of the future.
HR’s Evolution Is Asia’s Opportunity
As Monir Azzouzi powerfully reminds us, HR in Asia is at a tipping point. With the right digital mindset, tools like AI, and a foundation rooted in strategy, HR leaders can do more than adapt, they can lead.
Whether it’s reshaping education at Cyberjaya, scaling startups like GoToko, or helping multinationals adopt generative AI, Monir shows that transformation doesn’t come from technology alone, it comes from mindset, collaboration, and continuous learning.
Asia’s workforce is rapidly evolving. And if HR continues to lead the way, the region won’t just keep up, it will define what’s next.
Highlights
Read the Chinese article here, or listen to the podcast here.
