Lazada Research: 88 Percent Of Consumers Buy Products Based On AI Recommendations

dok. Lazada

Lazada Research: 88 Percent Of Consumers Buy Products Based On AI Recommendations

Wednesday, 06 Nov 2024

Lazada has conducted research revealing that consumer trust in artificial intelligence (AI)-based platforms is remarkably high. A significant 92 percent of respondents rely on AI for product recommendations, while 90 percent utilize it for personalized product summaries. "In fact, 88 percent of respondents make purchasing decisions based on content and product recommendations generated by AI," stated James Dong, Chief Executive Officer of Lazada Group, in a written statement dated Sunday, November 3, 2024.

Another study by Lazada indicates that 80 percent of respondents use AI features in the e-commerce application at least once a week, with chatbots being the most frequently utilized. This is followed by searches using visual product search features and translation tools. The report also delves into the motivations behind consumers' use of AI for online shopping.

"More than half of the respondents (52 percent) in Southeast Asia cited shopping convenience as the primary reason for adopting AI in their personal lives," James noted. Additionally, 51 percent prioritize product reviews and seller ratings as key features, highlighting the opportunity for sellers to present more in-depth, relevant, and authentic reviews through the use of AI technology.

Recognizing the increasingly vital role of artificial intelligence, a significant majority of consumers (83 percent) are willing to pay a premium to experience AI's influence while shopping online. This willingness can be attributed to the perceived benefits of AI, with nearly half of the respondents (49 percent) indicating that AI facilitates product searches, enhances customer service, and improves the overall convenience of online shopping, stated James.

The findings stem from a study conducted in collaboration with Kantar across six Southeast Asian countries: Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines, involving over 6,000 e-commerce users aged 18 to 60 in September 2024. "The launch of our inaugural report marks a significant moment in understanding the role of AI in shaping the future of e-commerce. As technology evolves, so too do consumer expectations," James remarked.