SINGAPORE — Lazada, Southeast Asia’s leading eCommerce platform, is redefining the online shopping experience with the launch of its AI-powered LazzieChat Challenge during the 9.9 Mega Brands Sale, running from September 8 (8 p.m. SGT) to September 11.
Building on the success of last year’s LazzieChat Hunt, which rewarded shoppers with hidden promotion codes and vouchers, this year’s LazzieChat Challenge pushes the boundaries of engagement. Powered by Lazada’s AI shopping assistant, AI Lazzie, the challenge fosters deeper, more interactive conversations with shoppers, unlocking tailored recommendations, surprise rewards, and exclusive deals along the way.
Since its launch in October 2024, AI Lazzie has become a game-changer for Lazada’s mega sale events. During the recent 6.6 sale, the AI assistant helped generate a 43% increase in order volume and a remarkable 168% surge in GMV compared to the previous campaign. Proactive AI-driven interactions grew by 32%, proving that shoppers are increasingly drawn to meaningful, personalized experiences rather than purely transactional exchanges.
“With AI reshaping the eCommerce landscape, it is redefining how we connect with shoppers. At Lazada, we believe that the future of eCommerce will not be defined by transactions alone, but by meaningful interactions powered by AI. Therefore, we are moving beyond one-way communication to create interactive, personalised experiences that make product discovery more engaging and intuitive,” said Howard Wang, Chief Technology Officer, Lazada Group. “With AI Lazzie, every interaction becomes smarter, and more rewarding, delivering value to shoppers while enabling our brand partners to foster authentic connections and build lasting relationships with their audiences.”
Global brands such as Dyson, Eucerin, Lego, P&G, and Nestlé have already integrated LazzieChat into their mega sale strategies, leveraging gamification mechanics to boost consumer engagement.
For instance, P&G’s “Smart Beauty for Everyday” campaign used AI Lazzie to create an interactive shopping journey that spotlighted P&G as the smart choice in beauty and personal care across Southeast Asia. The campaign achieved a fivefold increase in daily engagement on P&G’s brand page and attracted 55% new customers. Notably, 46% of participants made their first-ever P&G purchase, while AI-guided recommendations helped drive a 245% increase in basket sizescompared to non-AI purchases.
These outcomes not only highlight AI’s potential in boosting conversions but also demonstrate how AI-powered campaigns can forge stronger brand affinity in the competitive eCommerce landscape.
According to Lazada’s Artificial Intelligence Adoption in eCommerce in Southeast Asia whitepaper, shoppers across six markets revealed an overwhelming appetite for AI-driven shopping:
- 88% make purchasing decisions based on AI-generated recommendations
- 83% are willing to pay for AI-enhanced shopping features
- 80% use AI features weekly, with chatbots, visual search, and translations leading the way
- 92% rely on AI for personalized recommendations
- 90% turn to AI for product summaries
These insights underscore how AI is quickly becoming a trusted shopping companion, making eCommerce more intuitive, personalized, and engaging.
As Lazada gears up for future campaigns such as LazMall Super Brand Day, the eCommerce leader is doubling down on AI innovation to deepen engagement beyond discounts and promotions. With AI Lazzie at the helm, Lazada aims to create a more human, personalized shopping experience—strengthening connections between brands and consumers across Southeast Asia.
