The e-Conomy SEA 2026 report describes AI use in discovery and evaluation across areas including e-commerce, digital content and financial services. Its behavioural research surveyed 9,006 people who had used AI across six Southeast Asian markets in July 2026.
On 28 October, Google also announced an expansion of ads in AI Mode to 10 markets, including Singapore, Malaysia and the Philippines. Vietnam was not included in that announcement.
Give customers consistent information
For brands and agencies, the practical issue is the quality of the information customers encounter when comparing products. Benefits, prices, conditions of use and service policies need to be clear and consistent across channels.
If a website, marketplace store and advertising content give different information, shoppers may struggle to know which promises they can trust.
Before investing in visibility on AI platforms, make sure your brand clearly answers three questions: who is the product for, what need does it address, and what evidence supports it?
Which information do your customers still have to ask for, even after your brand has communicated it many times?
Sources: Google–Temasek–Bain, e-Conomy SEA 2026; Google, 28 October 2026.
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