东南亚电商领域人工智能(AI)应用研究

ARTIFICIAL INTELLIGENCE ADOPTION IN ECOMMERCE IN SOUTHEAST ASIAINTRODUCTION Aboutthisreport Today, online shopping has achieved unparalleledease. With a simple tap, consumers can accessmillions of products worldwide, place orders inseconds, and often have items delivered to theirdoorsteps within hours, showcasing an era ofunmatched convenience.This progress has transformed the digital retail landscape, setting high standards for accessibilityand speed.Yet, Artificial Intelligence (AI) is taking the online shoppingexperience even further, redefiningwhat consumers can expect frompersonalisation and efficiency. AI’sinfluence is everywhere, optimisingshopping journeys through tailoredproduct recommendations,personalised deals, and real-timecustomer support. This innovationmarks a new chapter, where AI'sintegration makes online shoppingnot only more accessible but alsoincreasingly tailored to individualneeds and preferences. “Artificial Intelligence Adoption ineCommerce in Southeast Asia” is aneCommerce shopper sentiment reportbrought to you by Lazada,in partnership with Kantar Profiles.The ultimate goal of this report is toshed light into how ArtificialIntelligence is perceived and utilised inSoutheast Asia, specifically in theirpersonal lives and in the context ofonline shopping. ARTIFICIAL INTELLIGENCE ADOPTION IN ECOMMERCE IN SOUTHEAST ASIAINTRODUCTION Disclaimer All content shared herein is provided in the context of this report.This content can be shared but it shall not be reproduced, in-part orin its entirety, without the prior written permission of Lazadaand/or the respective content owner. To the extent permitted under applicable laws, Lazada herebydisclaims any and all liability to any party for any direct, indirect,implied, special, incidental or other consequential damages arisingdirectly or indirectly from any use of the content, which is provided“as is” andwithout warranties. © 2024, Lazada South East AsiaPte.Ltd. All rights reserved. ARTIFICIAL INTELLIGENCE ADOPTION IN ECOMMERCE IN SOUTHEAST ASIAINTRODUCTION Researchmethodology To better understand Southeast Asia’sperception and uptake of Artificial Intelligence,Lazada surveyed 6,038 eCommerce shoppersacross genders, age groups and householdincome levels in six Southeast Asia countries,namely Indonesia, Malaysia, the Philippines,Singapore, Thailand and Vietnam. Artificial Intelligenceis redefining theshopping experiencein Southeast Asia Artificial intelligence (AI) is the new buzzword today.We encounter itsinfluence daily, from our personal smart devices to even traditionalkitchenware such as refrigerators and microwaves. Since the debut of AIchatbots in 2022, search and discovery have taken on a whole newmeaning–results are not only expected to be instant and comprehensive,but personalised and concise. Creating a personalised experience, whetherin spontaneous discovery or active search, has become a central tenet foronline shopping. In a region that spends the most time online in the world, this paper aims tounderstand more about how Southeast Asia shoppers perceive andleverage AI in their daily lives, and how AI is used to power their onlineshopping experience. 01 Discovery How shoppers use AI for informationand inspiration 02 DependabilityHow AI fosters customer trust and loyalty by enhancing user experience 03 Deals How AI helps shoppers get the bestvalue 04 Decision makingHow AI helps shoppers make the smarter choice 05 Way forwardHow Lazada can support sellers with its AI-powered solutions ARTIFICIAL INTELLIGENCE ADOPTION IN ECOMMERCE IN SOUTHEAST ASIADISCOVERY 01DISCOVERY How shoppers use Artificial Intelligencefor information and inspiration Artificial Intelligence is widely knownin Southeast Asia, where 32% areusingAI-powered apps every day Artificial Intelligence has become an integral part of Southeast Asiashoppers today. Apart from frequent usage of AI-power apps, 78%shared that they embrace AI in their personal life, especially inIndonesia, Thailand and Vietnam, where high trust is placed onproducts and services that uses AI. ARTIFICIAL INTELLIGENCE ADOPTION IN ECOMMERCE IN SOUTHEAST ASIADISCOVERY Online shopping is most associatedwith high AI adoption; it is also thetop reason among shoppers forembracing AI in their personal life 63% Believes that AI is highly adopted in onlineshopping; this is significantly highercompared to other industries (37%) While the Southeast Asia region agrees to the high AI adoptionrate in online shopping, its adoption is perceived differentlyacross different markets: Availability of new features Seamless experience “Online shopping is seamless from selectingproduct to checking out. Navigation has neverbeen easier and even the return/refund process ismuch quicker.” “Many new features in online shopping platformsuch as virtual skincare and can immediatelycomparing prices between sellers” Virtual try-ons Ease of discovery “Because online shopping sites make it