Nearly 90% of SEA consumers base purchase decisions on AI

Majority are also willing to pay for AI-enhanced shopping experience.

Artificial intelligence (AI) has become an integral part of the shopping experience in Southeast Asia as 88% of consumers said they rely on this technology, as well as on product recommendations, to make purchases.

This was according to the inaugural Artificial Intelligence Adoption in eCommerce in Southeast Asia whitepaper developed by Lazada with Kantar. The study surveyed more than 6,000 shoppers across six markets in the region to comprehend usage and adoption of AI on eCommerce platforms.

The analysis revealed there is a high level of trust towards AI-powered platforms, with 92% relying on AI for personalised recommendation, and 90% for product summaries.

Over half of SEA respondents cited convenient shopping as a top reason for embracing AI in their personal life. More than half also view product and seller reviews as a key feature they prioritise, spotlighting the opportunity to introduce reviews with more depth, relevance and authenticity using AI technology,

Given the impact of AI, 83% of respondents said they are willing to pay more for AI-powered shopping experiences. This can be attributed to the beneficial outcomes for shoppers, with close to half of the respondents saying that AI improves discovery, customer service, and increases enjoyment during online shopping.

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