Lazada has concluded its 12.12 All Out Sale, the year’s final mega sale. This year’s event highlighted a shift in Southeast Asian consumers’ engagement with AI-enhanced shopping, through its innovative GenAI in-app features.
The sale’s success was driven by consumers utilizing AI tools like smart recommendations and virtual try-ons. The #LazzieChatHunt campaign, offering LazCash or LazRewards for promotional code entries via Message+ chat, resulted in a remarkable 76% increase in unique visitors and 6 million AI interactions, doubling the engagement from the 11.11 sale.
12.12 #LazzieChatHunt campaign
During 12.12, Lazada saw a 46% increase in proactive engagements with AI Lazzie, its virtual shopping assistant. Over 15% of interactions were about deal discovery and personalized recommendations, showing strong consumer trust in AI shopping.
With enhanced GenAI features, AI Lazzie gamified voucher collection, allowing shoppers to unlock exclusive vouchers, LazRewards, or LazCash daily, with highly engaged users eligible for up to three redemptions per day.
Lazada’s recent Artificial Intelligence Adoption in eCommerce in Southeast Asia whitepaper reveals compelling consumer confidence in AI shopping tools:
- 92% of respondents depend on AI for personalised product recommendations
- 90% use AI-generated product summaries
- 88% base their purchase decisions based on AI-curated content
Lazada’s comprehensive GenAI ecosystem features :
- AI Lazzie: an AI-powered personal shopping assistant offering tailored recommendations and guidance.
- Smart Recommendations: AI-driven product suggestions aligned with individual preferences.
- AI-Generated Product Information: compelling and accurate product descriptions.
- AI-Generated Models: advanced visualisation tools for enhanced product presentation.
These innovations are powered by Alibaba’s improved Marco MT, an AI translation system built on the proprietary Qwen model. Marco MT enables precise market localisation by interpreting cultural nuances and industry-specific terminology, helping sellers create authentic product listings across Southeast Asia’s diverse markets.