Only 16% of online shoppers in Asia use AI to make buying decisions: report

66% use the tool only to search for product recommendations.

Sixty-six percent of online shoppers in Southeast Asia turn to generative artificial intelligence (AI) when seeking shopping advice, but only 16% use AI to help them decide which product to buy, Cube and Lazada found.

Many consumers prefer the AI personalised dialogue-based recommendations rather than scrolling through dozens of links, they found. Human trust leads the final purchase, they added.

More consumers turn to real buying advice as 40% consult friends and family and 37% refer to user reviews.

In terms of AI use, Cube and Lazada found that 78% of consumers use generative AI to compare products, but 72% follow review sites and 70% read user reviews or recommendations.

In 2030, AI will likely evolve from an advisory tool into a shopping assistant that can support buyers’ needs and provide post-purchase support in real time, the two companies predicted.