Southeast Asian online vendors are generally aware of Artificial intelligence (AI) but is relatively low in actual adoption
In the business operations, according to a new joint study of e-commerce platforms Lazada and Kantar.
The studyWith the title “bridge the AI gap: Online seller’s views and adoption trends in Southeast Asia”, which examined 1 214 Online sellers from the Philippines, Vietnam, Singapore, Indonesia, Malaysia and Thailand, paints an image of both optimism and uncertainty regarding AI in e-Commmer.
The study says that while 68% of sellers are familiar with AI and 89% agree on its Significance for productivity61% question its immediate usability, while 64% quotes costs and complexity as major obstacles to adoption. Interestingly, half of the sellers already use AI in their personal lives, but Business application Significantly lies behind.
Profiling AI adoption: Who is leading and who is left
To categorize the levels of AI preparedness, the study introduced an AI preparedness index and shared sellers into three groups: AI
Adepts (top 25% in the assumption), AI aspirants (average adoption) and AI -Agnostics (lower 75%).
Alarming is only one of four sellers in the region as AI adept, which signals that most companies are still far from full AI integration. The gap between perceived and actual AI use is most pronounced in Thailand, Indonesia and
SingaporeDespite their economic and digital infrastructure benefits.
AI Over Business Features: Uneven Implementation
The report investigated AI use in several important business areas. In operations and logistics, AI is often used for
Layer tracking and safety but less for advanced robotics. Product management looks AI applied to content generationFor example, product reviews and descriptions, while information such as product bundling remains largely manual.
Within marketing and advertising, AI-driven social media Strategies are given traction, but customer segmentation remains underutilized. Chat bots Dominate customer service AI tools, while more sophisticated systems such as ticket routing are still limited, especially among AI Agnostics. Labor and management reflects a mixed image: AI adoption is higher among adepts and agnostics but is less accepted by aspirants, which shows a varied employee’s response to automation.
Market -specific trends: Leaders and Laggard
The study reveals remarkable differences in AI assumption in southeastern Asian countries. Indonesia and Vietnam lead with higher actual adoption levels, followed by Singapore and Thailand with moderate levels. Malaysia and Philippines Track behind.
Despite strong infrastructure, Singapore struggles with up skill and access to the latest AI tools. Conversely, Malaysia shows good theoretical understanding but is facing infrastructural restrictions that prevent practical integration. These shades indicate that tailor -made strategies are required for each market to overcome its unique obstacles.
Seller’s requirements: More AI tools and support
According to the study, Southeast Asian sellers are eager to improve their experience through more AI-powered tools and stronger platform support. The desire for improved AI capacity is strongest in Thailand (53%), Vietnam (48%) and Philippines (43%). Common known and used features include AI chatbots, sales assistants and analysis tools, where chatbots are the most appreciated for their functionality.
The e-commerce Lazada platform includes the most recognized Lazada Business Advisor tools, Lazada sponsored solutions and AI sales points, all of which get high points for satisfaction. However, product-focused AI tools such as smart lists and product optimization remain underutilized and point to a need for better sales training and awareness.
Bridge AI gap: a regional priority
The study concludes that Southeast Asia’s e-commerce sector stands in an important moment. Sellers are aware of AI’s potential to drive efficiency and growth, but the path to adoption remains full of costs, complexity and barriers to knowledge.
Restoring this GAP will require strategic investments in infrastructure, widespread educational initiatives and platform -controlled support systems. By addressing these challenges again, the region’s online sellers can unlock all of AI’s full potential and thrive in an increasingly competitive digital economy.
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