San francisco: San Francisco-based Elsa Corp has entered the English proficiency market in Malaysia by appointing K-Pintar Sdn Bhd and Cedar Tech Training Sdn Bhd as its authorised partners in the country to help organisations improve workplace English communication performance. The firm is a developer of artificial intelligence (AI)-powered English communication platforms.

According to BERNAMA News Agency, Elsa Corp's vice president of revenue, Will Polese, stated that ELSA Corp developed the learning platform with all content aligned to the Test of English as a Foreign Language (TOEFL), International English Language Testing System (IELTS), and Cambridge English standards. The platform assesses each user's native language and proficiency level before generating a personalised learning path. Users can select an AI coach by gender and preferred accent, either American or British, with daily recommended sessions of approximately 15 minutes. Feedback on the platform addresses even the finest details, with mispronounced sounds being flagged immediately and the correct articulation demonstrated.

ELSA Corp highlighted the aviation sector as an example of the platform's industry-specific depth, with terminology for pilots, cabin crew, and ground staff already embedded in the system. Meanwhile, K-Pintar founder and chief executive officer RA Thiagaraja emphasised that Malaysian organisations are losing ground not due to an inability to speak English but because of a lack of performance in the language during critical moments. Businesses lose deals, clients, and talent every year not because of a language gap, but due to a performance gap, which the platform aims to address.

Thiagaraja noted that the biggest challenge is convincing decision-makers that proficiency and performance are distinct issues. He added that the platform operates on a subscription basis and is accessible on mobile and desktop devices.