Shopee leverages AI to empower brands, shoppers

Shopee, one of the country’s leading e-commerce platforms, unveiled several artificial intelligence (AI) tools aimed at improving the experience of both sellers and shoppers on the platform.

During the Shopee Brands Summit held on Feb. 11, the company introduced a suite of AI-powered tools, including Brand Max, enhanced AI LiveStream features, and other innovations such as a virtual fitting room.

Jack Ng, head of commercial for Shopee Philippines, said the platform is investing in AI-enabled tools to ensure that brands grow with greater clarity and control.

“For sellers, this means making it easier to present products well and reach the right audiences,” Mr. Ng said.

“For shoppers, it translates into more accurate search results and relevant recommendations, so they can find the products they want faster.”

He added that these AI tools help brands navigate crowded markets and focus on what truly drives growth.

Shopee’s Brand Max is an AI-powered branding solution that introduces brands to potential buyers. The platform said it replaces traditional display ads with smarter audience targeting and broader placements within a single campaign.

“Brand Max uses our algorithm to target new users who have shown interest in your category but have not yet purchased from your brand,” Xiaoo Liu, head of Shopee Mall for Shopee Philippines, said during the summit.

“With this, Shopee will not just be a sales channel for you. Shopee will also help you build your brand and reach more buyers than ever,” he added.

Meanwhile, Shopee’s AI LiveStream, first launched last year, will be equipped with additional tools, rolling out across Southeast Asia, to allow brands to engage with shoppers 24/7, Janine Teotico, head of affiliate and creator marketing at Shopee Philippines, said.

These tools include an AI Script Generator, AI Comment Assistant, AI Stream Manager, and a feature that detects and highlights a product’s most persuasive details.

Other AI tools previously launched remain available, including features that generate optimized photos and titles, and an auto-reader that suggests category attributes from product images.

Shopee also announced that it will soon launch a virtual fitting room, which allows shoppers to try on clothes virtually.

The platform is strengthening its brand support through initiatives such as KOLLAB and First-to-Launch. KOLLAB connects brands with high-performing creators, while the latter provides a focused, high-impact environment for product debuts. — Edg Adrian A. Eva