How AI Search Is Changing the Consumer Journey in Asia

Over the past year the way Asian consumers discover products has shifted dramatically. Search used to begin with a keyword and end at a results page, but generative AI assistants are replacing that process. 

Tools like ChatGPT, Google’s Search Generative Experience (SGE) and TikTok’s algorithmic feed provide product suggestions without requiring active searching. A global study by Capgemini reports that 68% of consumers are prepared to act on generative‑AI recommendations and 58% prefer AI‑generated suggestions to traditional search engines. 

Research by Attest found that nearly half of consumers use generative‑AI tools such as ChatGPT, Microsoft Copilot or Claude to research products. For marketers, this means visibility is no longer won by ranking on search pages; instead brands must become part of the short lists produced by opaque recommendation engines.

Asia leads the adoption wave

While global adoption is accelerating, Asian consumers are particularly enthusiastic. A Lazada whitepaper surveying more than 6,000 shoppers across Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam found that 88% of shoppers now make purchase decisions using AI‑generated content and product recommendations.

The same study reported that 92% of Southeast Asian consumers rely on AI for personalised recommendations and 90% trust product summaries generated by AI. Eighty percent of respondents use AI features in e‑commerce apps at least weekly, and 83% are willing to pay more for AI‑powered experiences. In these mobile‑first markets, AI chatbots and visual search are now integral to shopping journeys.

China demonstrates a similar trajectory. Bain & Company’s 2024 Singles Day research notes that Chinese consumers are 45% more trusting of AI than Americans and 40% more trusting than Europeans. Their survey found that 58% of Chinese shoppers already trust AI product recommendations and 65% are comfortable using AI to make purchase decisions.

Retailers have responded by deploying generative‑AI chatbots like Taobao’s “Wenwen” to guide shoppers through promotions. Meanwhile, merchants themselves are early adopters: Chinese online merchants have used at least one generative‑AI tool on their website and many report positive impacts on sales and costs. 

Changing behaviours and expectations

Generative AI is compressing the consumer journey. Kadence notes that in the new model over half of consumers prefer product suggestions from generative AI and nearly seven in ten are ready to act on those suggestions. Instead of researching and comparing multiple products, consumers now ask an assistant to make the choice for them.

Adobe observed that AI‑generated overviews placed at the top of Google’s results end the search process in 75% of cases. The middle of the funnel – where brands once competed through ads and comparison content – is vanishing. This behavioural shift is particularly pronounced among younger shoppers.

Research cited by Kadence shows that 60% of consumers under 50 are willing to use AI assistants or chatbots on brand websites, compared with 43% of those over 50. Southeast Asian shoppers also value personalisation: SleekFlow’s study reported that 86% of Indonesian shoppers and 80% of Malaysians are more likely to buy when recommendations feel personalised.

Implications for marketers

For an APAC marketer, these shifts call for a fundamental rethink of search and visibility. Traditional SEO remains important, but AI‑driven recommendation engines now mediate discovery. This emerging discipline – sometimes called AI optimisation (AIO) or Generative Engine Optimisation – requires ensuring that a brand’s content, product data and reviews are structured in a way that AI models can understand and recommend.

Structured data, clear product descriptions and authoritative third‑party reviews improve a brand’s chances of being surfaced. Brands also need to elevate subject‑matter experts and authentic voices, as younger buyers prioritise expertise and values over legacy brand recognition.

Marketers must localise their strategies to Asia’s diverse cultures. Southeast Asia’s high smartphone penetration makes conversational commerce and chat‑based shopping essential. In markets like China, where trust in AI is high and platforms like Taobao integrate generative chat, brands should experiment with AI assistants and live‑streaming commerce. 

However, trust is fragile. Studies show a gender gap – 52% of men are comfortable with AI‑generated recommendations versus 43% of women – and many consumers still appreciate human reassurance. Providing clear explanations (“Because you bought X…”) and offering human support alongside AI tools can mitigate concerns about privacy and algorithmic bias.

Conclusion

AI‑powered search and recommendation engines are redefining how Asian consumers discover, evaluate and purchase products. With a large majority of Southeast Asian shoppers already relying on AI recommendations and Chinese consumers expressing unusually high trust in AI , the region is at the forefront of this transformation.

For marketers, success will depend on mastering AI optimisation, delivering credible and locally relevant content, and balancing automation with transparency and human connection. The brands that adapt now will not just be visible in search results; they will be the default recommendation in a consumer journey increasingly curated by machines.

As an agency deeply embedded in this landscape, CRKLR has been refining AI search optimisation long before generative engines made headlines. Our team understands the nuances of Asia’s fragmented markets and how to structure content so that AI assistants surface your brand to the right consumer at the right moment.

If your brand wants to be at the front of the AI search game rather than struggling to catch up, reach out to our team – we’re here to help you navigate and lead in this new era.