Optimised personal experience for every demographic emboldens SEA market: report

Around 73% of business leaders see the potential of personalised tech like AI shaping consumers.

The rapid adaptation of digital-first behaviour and experimentation of new technologies like artificial intelligence (AI), virtual reality and health tech – impacting Gen Z audiences and extending to older generations – is now pivotal to how Southeast Asian businesses can connect to consumers, according to a report by Bain & Company.

About seven in 10 business leaders in the SEA region recognised the potential of AI but were not prepared to adapt to the technology. This is in contrast with the 55% of SEA active smartphone users, spanning generations, who were likely to use AI-driven apps daily.

With applications becoming accessible and optimised for personal use, AI is slowly shaping the consumer journey. And Southeast Asia is found to be well-suited for AI disruption.

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The report acknowledged how several businesses are utilising AI to market to territory-specific demographics, spanning local ethnicities, native tongues, specific religions, cultural backgrounds and personal preferences. The focus on personalised marketing will soon be a major haul for businesses to drive consumer behaviour and return on investments within the SEA market.

“AI is powering better experiences for people and it’s powering better outcomes for businesses. With new tools capable of big impact, it’s no surprise that marketers across Southeast Asia are already starting to lean into AI to drive more impactful engagement and performance,” Benjamin Joe, Vice President of Southeast Asia and Emerging Markets at Meta, shared.