A new study reveals that human trust continues to dominate in Southeast Asian online shopping, with AI playing a supporting role rather than replacing personal recommendations, highlighting the region’s nuanced and evolving e-commerce landscape.
Human trust remains the dominant force in Southeast Asian online shopping, even as generative AI becomes a more visible part of product discovery. A study by impact.com, Cube and Dentsu found that recommendations from family and friends still rank highest in purchase influence, ahead of online reviews and creator content. The report suggests that AI is being added to the shopping journey rather than replacing the human sources shoppers already rely on.
The figures point to a market in transition, not a wholesale change in consumer behaviour. Around a quarter of respondents said they use generative AI tools such as ChatGPT, Gemini and Claude at the discovery stage, rising slightly during product research. Vietnam showed the highest adoption for AI-led discovery, while Singapore was the least reliant on it. Even so, the study found that influencers remain important as a research channel, with YouTube the strongest platform for creator content.
Creator-led commerce still carries clear commercial weight. The report said two-thirds of consumers had bought something because a creator recommended it, while in-video product tags were the most common route to conversion, followed by links in descriptions or comments and then stories. Market-by-market behaviour varies sharply: Singapore stands out for higher use of cashback and deal sites, while Vietnam and Indonesia lag well behind.
The wider regional backdrop helps explain why brands are pressing ahead with creator and affiliate strategies. Marketing in Asia reported that the study drew on insights from more than 2,400 consumers, creators and industry specialists across six Southeast Asian markets, underlining the scale of the opportunity. Separately, Deloitte has said Asia-Pacific businesses are accelerating investment in AI, although many still struggle to move pilots into production. In commerce terms, that points to a likely near-term model in which AI helps people search, while trusted individuals continue to help them decide.
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