Lazada, Southeast Asia’s leading eCommerce platform, has concluded its 12.12 All Out Sale, marking the final mega sale of the year. This year’s event highlighted the growing role of AI-powered shopping, driven by Lazada’s new GenAI in-app features introduced in October 2024. The innovative features transformed the way consumers across Southeast Asia engage with online shopping, offering a smarter, more interactive experience.
One of the key drivers of the sale’s success was the widespread adoption of AI-enhanced tools, including AI-generated product models, virtual try-ons, and smart recommendations. Consumers embraced these features, leading to increased cart checkouts. The #LazzieChatHunt campaign, which rewarded shoppers with LazCash or LazRewards (depending on the territory) for entering promotional codes via Message+, became a standout success. The campaign saw a remarkable 76% surge in unique visitors and recorded 6 million AI-driven interactions — double the engagement seen during the 11.11 sale.
Interactive #LazzieChatHunt Campaign Drives Engagement
Lazada’s 12.12 campaign showcased record engagement levels, with a 46% increase in proactive interactions with “AI Lazzie,” the platform’s virtual shopping assistant. Approximately 15% of these interactions revolved around product recommendations and deal discovery, reflecting growing consumer trust in AI-driven shopping support.
AI Lazzie played a pivotal role in the sale, transforming the shopping experience into a gamified journey. Customers were able to collect vouchers, LazRewards, and LazCash through the interactive system. The most engaged users had the chance to redeem up to three rewards daily, adding excitement and value to their shopping experience.
AI-Driven Shopping: What Shoppers Want
Insights from Lazada’s whitepaper, Artificial Intelligence Adoption in eCommerce in Southeast Asia, revealed the increasing reliance on AI tools among shoppers:
- 92% of respondents trust AI for personalised product recommendations.
- 90% rely on AI-generated product summaries to make informed buying decisions.
- 88% are influenced by AI-curated content when deciding what to purchase.
These insights showcase the growing demand for AI-assisted shopping, as consumers look for smarter, more efficient ways to shop online.
Lazada’s GenAI Features: Revolutionising eCommerce
Lazada’s innovative GenAI ecosystem introduces multiple smart features designed to enhance the shopping experience:
- AI Lazzie: A virtual personal shopping assistant offering personalised guidance and recommendations.
- Smart Recommendations: Tailored product suggestions powered by AI, matching user preferences.
- AI-Generated Product Information: Automatic, clear, and accurate product descriptions that simplify shopping decisions.
- AI-Generated Models: Advanced visualisation tools that let consumers see products more clearly before purchase.
Lazada’s AI features are powered by Alibaba’s Marco MT, a next-generation AI translation system built on the proprietary Qwen large language model. This advanced system supports hyper-localisation, ensuring product listings and content are accurately tailored to the cultural and linguistic needs of Southeast Asia’s diverse consumer base. By recognising cultural nuances and industry-specific terms, Marco MT helps sellers create authentic, localised product listings across Lazada’s regional markets.
As Lazada continues to lead the charge in AI-powered eCommerce, the success of its 12.12 All Out Sale demonstrates how innovative technology can drive consumer engagement, increase sales, and reshape the shopping experience for millions across Southeast Asia.
