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Alphabet's Google and Sea Ltd have formed a strategic partnership to develop artificial intelligence tools for Shopee and Garena. The companies will explore building an AI agentic shopping prototype for Shopee, Southeast Asia's leading e-commerce platform with a 52% market share in 2024. The initiative aims to move beyond basic search, enabling AI systems to handle complex, multi-step shopping tasks. In gaming, Google and Garena will deploy AI to improve content creation and development efficiency. The collaboration deepens earlier ties between the firms and highlights the growing integration of AI across Southeast Asia's fast-expanding e-commerce and digital gaming markets.
Alphabet's Google and Southeast Asian technology group Sea Ltd have announced a strategic partnership to develop artificial intelligence tools for Sea's e-commerce and gaming businesses. Advertisement
Under the agreement, the companies will jointly explore building an AI agentic shopping prototype for Shopee, Sea's e-commerce platform. The initiative aims to expand AI capabilities beyond basic search and query responses, enabling systems that can perform more complex shopping-related tasks.
The collaboration comes as global technology firms seek to monetise advanced AI models by integrating them into consumer platforms. The focus is shifting towards agent-based systems that can handle multi-step workflows across applications.
Shopee remains the leading e-commerce platform in Southeast Asia, with a 52% market share in 2024, according to consultancy Momentum Works. The new AI integration is expected to strengthen user engagement and enhance digital shopping experiences across the region.
The partnership also extends to Sea's gaming division, Garena. Google and Garena plan to deploy AI solutions to improve productivity in game development. The companies said the technology will support content creation and operational efficiency within gaming workflows.
The announcement follows an earlier collaboration in 2024 between Shopee and Alphabet's YouTube in the Southeast Asian e-commerce market, signalling deeper ties between the companies.
The move comes amid heightened competition in the region. China's Alibaba, whose Lazada platform competes directly with Shopee, recently launched a new AI model positioned for the agentic AI era.
The Google-Sea partnership reflects growing efforts among technology firms to integrate AI directly into large-scale digital ecosystems, particularly in high-growth markets such as Southeast Asia, where e-commerce and gaming continue to expand rapidly.
Source: Reuters
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