KUALA LUMPUR, Lazada, Southeast Asia’s pioneer e-commerce platform, today announced a major leap in online shopping with the launch of all-new GenAI-powered in-app features designed to revolutionise the shopping journey by offering shoppers a more personalised, engaging, and dynamic experience.
Alongside this, Lazada also launched its Artificial Intelligence Adoption in e-commerce in Southeast Asia whitepaper, jointly developed with Kantar, to better understand AI awareness, trust and preferences, shopping behaviour, and consumer pain points in the region.
Lazada’s GenAI features include an AI-powered personal shopping assistant – AI Lazzie, smart recommendations, AI-generated product information, and even AI-generated models, which position the platform at the forefront of a rapidly evolving e-commerce landscape in Southeast Asia.
‘Lazada is also leveraging Alibaba’s newly-launched improved iteration of its AI translation tool, Marco MT, to support language localisation needs in the diverse region of Sout
heast Asia. The AI translation tool is based on Alibaba’s proprietary model Qwen, and is designed to help sellers create product pages in the language of their target market.
‘The improved version – Marco MT, is powered by large language models, with the ability to interpret contextual clues such as cultural and industry-specific terms,’ it said in a statement.
As AI and GenAI continue to serve as major growth catalysts, Lazada said it is addressing the four critical dimensions (4Ds) that are transforming online shopping, namely Discovery, Dependability, Deals and Decision-Making.
‘Lazada’s AI tools, such as the personal shopping assistant, AI Lazzie, are designed to help shoppers not only find products, but also discover new ideas and lifestyle additions, offering 24/7 tailored assistance to enrich and elevate the shopping experience.
‘With the new GenAI updates, Lazada will now be able to offer more dynamic and engaging content on its platform. For instance, AI-generated product descriptions and images
can be tailored to different regions, languages, and cultural nuances, ensuring that shoppers feel a deeper connection with the products they are browsing,’ it said.
It added that Lazada’s AI-curated offers, exclusive vouchers, and the integration of LazCoins as a rewards mechanic further ensure that shoppers can access the best value for every purchase.
‘By leveraging AI, Lazada helps shoppers discover deals tailored to their personal preferences, habits, and interests to ensure that the best deal is secured,’ it said.
Lazada’s findings reveal that an overwhelming 88 per cent of respondents in Southeast Asia make purchase decisions using AI-generated content and product recommendations, and over half (51 per cent) indicate that product and seller reviews are key features they prioritise when shopping online.
‘Harnessing this insight, Lazada’s GenAI update is designed to create unique content by harnessing product reviews, product key selling points, as well as tailored product recommendations to optimise
the shopper research process and support their purchasing decisions with facts and data.
‘To further expedite the decision-making process, AI Lazzie can answer shopper queries promptly to address concerns, which can result in increased order conversion rates, as well as enhanced customer satisfaction and loyalty,’ it added.
Meanwhile, Lazada Group chief executive officer James Dong said the platform foresaw that GenAI would accelerate an e-commerce revolution and reshape the way people currently shop, sell and engage.
‘Our goal is to make every experience sharper, more individual, efficient, and enjoyable. Through these innovations, we’re not only supporting our shoppers but also empowering our sellers to make smarter, data-driven decisions, from product positioning to customer engagement.
‘As Lazada implements AI at scale, we strive to create win-win scenarios for all e-commerce players, while maintaining the human touch that remains essential in fostering authentic, lasting relationships with our shoppe
rs, sellers, and partners in the ecosystem
‘By embracing GenAI, we aim to create a more accessible, inclusive, and personalised shopping experience for all,’ he added.
Source: BERNAMA News Agency
