Lazada, Southeast Asia's leading e-commerce platform, has benefitted from utilizing artificial intelligence (AI), logging improved customer engagement and higher sales.
The e-commerce platform recently announced the successful conclusion of its 12.12 All Out Sale, marking the final mega sale event of the year that was powered by Lazada's latest suite of GenAI in-app features, launched in late October. The in-app features aim to transform the shopping experience and drove significant engagement across the region.
"This 12.12, consumers are not only engaging with Lazada's AI features, but also checking out based on smart recommendations, try-ons, AI-generated models and more," Lazada said in a statement.
"The #LazzieChatHunt campaign — which rewarded shoppers with LazCash or LazRewards for entering promotional codes via the Message+ chat — resulted in 76-million increase in unique visitors and 6 million AI engagements, more than double that of 11.11's," it added.
Lazada also saw a 46-percent rise in proactive interactions with its AI-powered virtual assistant, AI Lazzie, during the 12.12. Among these proactive interactions, over 15 percent actively interacted with AI Lazzie to uncover the best deals and receive personalized product recommendations.
Since the launch of Lazada's new GenAI features, AI Lazzie has played a central role in campaign mechanism by gamifying voucher collection. Shoppers can now input unique codes to unlock exclusive vouchers, LazRewards, or LazCash daily, with some users able to redeem rewards up to three times a day, depending on their engagement levels.
Lazada's recent AI adoption in e-commerce in Southeast Asia shows that consumer trust in AI-powered platforms is exceedingly high. Findings revealed that:
- 92 percent of respondents rely on AI for personalized product recommendations;
- 90 percent use AI-generated product summaries; and
- 88 percent make purchasing decisions based on AI-driven content.
Lazada's suite of GenAI features includes:
- AI Lazzie: an AI-powered personal shopping assistant for tailored recommendations and seamless support;
- Smart Recommendations: curated product suggestions based on user preferences;
- AI-Generated Product Information: accurate, engaging product details; and
- AI-Generated Models: virtual tools to enhance product visualization.
These new AI features also leveraged Alibaba's newly improved AI translation tool, Marco MT, to address language localization challenges in Southeast Asia's diverse markets.
LAZADA PHOTO
