SINGAPORE - A collaborative study by e-commerce giant Lazada and global insights leader Kantar has revealed a nuanced landscape of artificial intelligence (AI) adoption among online merchants in Southeast Asia. The newly released report indicates that while Singaporean sellers demonstrate a relatively high level of AI utilization at 39% – slightly above the regional average – the actual integration of AI across the broader Southeast Asian e-commerce sector still lags significantly behind the widespread awareness of the technology.
The comprehensive survey, encompassing 1,214 online sellers across six key Southeast Asian markets, including Singapore, highlighted that a substantial 68% of sellers in the region are cognizant of AI's potential. However, the perceived integration of AI into daily business operations stands at a lower 47%, with actual usage reported by only 37% of respondents. This disparity underscores a considerable gap between understanding AI capabilities and effectively implementing them.
Interestingly, Singapore stands out for its concentration of "AI Adepts," defined as sellers who have embedded AI into over 80% of their business processes. With 29% falling into this category, Singapore ranks second only to Thailand (30%), suggesting a segment of highly advanced adopters within the city-state's e-commerce ecosystem.
Despite the recognition of AI's potential to boost productivity – a sentiment echoed by 89% of Southeast Asian sellers – concerns regarding its overall utility persist, with 61% expressing uncertainty. While a strong majority (93%) anticipate long-term cost benefits from AI adoption, significant hurdles remain. A substantial 64% of sellers cited the high initial investment costs and the time-intensive nature of implementation as major deterrents.
Furthermore, the human element presents another layer of complexity. While 93% of sellers acknowledge the critical need for workforce upskilling to fully leverage AI's capabilities, a significant 75% indicated that their employees exhibit a preference for familiar manual tools over embracing new AI-driven systems. This resistance to change poses a considerable challenge to widespread AI integration.
The Lazada-Kantar report underscores a critical juncture for e-commerce in Southeast Asia. While Singapore demonstrates a proactive stance in AI experimentation and deep integration among a subset of its sellers, the broader region faces a challenge in translating AI awareness into tangible adoption. The identified barriers of high costs, time investment, and workforce inertia necessitate targeted interventions.
Industry analysts suggest that initiatives focused on lowering the financial barriers to AI adoption, providing accessible training and resources for sellers and their employees, and showcasing clear, demonstrable benefits of AI integration are crucial. Governments and industry stakeholders across Southeast Asia, including Singapore, may need to consider policies and programs that facilitate smoother AI adoption to ensure the region's e-commerce sector remains competitive and innovative in the long term. The ability to effectively harness the power of AI will likely be a key differentiator in the evolving landscape of online retail.
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