Now in its sixth edition, the campaign centres on the theme “A Better Me, In You,” focusing on children’s nutrition and the role of parents in shaping future wellbeing. 

The activation combines promotional activity with new digital tools designed to support product discovery and engagement across Lazada’s platform.

A key feature this year is the integration of Lazada’s AI shopping assistant, LazzieChat, into selected Nestlé product pages. 

Available in Malaysia, Singapore, and Indonesia, the tool allows users to ask questions and access product information through a conversational interface while browsing.

Alongside this, the campaign introduces an interactive feature titled “Future, Imagined by Nestlé.” 

Users can input a prompt into LazzieChat and upload an image to generate personalised visual outputs, adding an additional layer of engagement within the shopping journey.

The campaign runs across five Southeast Asian markets, reinforcing the long-standing partnership between Nestlé and Lazada and extending its focus from retail promotions into AI-enabled digital experiences integrated directly within the e-commerce platform.

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Said chatbot, a first of its kind in Southeast Asia, can intelligently respond to users’ questions and acts as personal shopper, providing personalised suggestions and product recommendations to help users optimise their shopping experience.

‘LazzieChat’ leverages Lazada’s own AI technology and platform, complemented by the natural language capabilities of Azure OpenAI Service. It can understand and respond to queries in a natural manner, and suggest relevant products or topics that may interest the user. It can also look up product descriptions and link products available on Lazada directly in the chat console so users can be informed and shop quickly and conveniently with confidence.

Moreover, the platform notes that ‘LazzieChat’ is most useful for fast-moving consumer goods categories such as fashion and beauty which are among the top items purchased on Lazada.

The chatbot is available in English in Singapore, the Philippines, and Indonesia markets, with the latter also receiving a Bahasa Indonesia version. More languages will be rolled out in due course.

Howard Wang, chief technology officer at Lazada Group, said, “Lazada is one of the first Southeast Asian e-commerce companies to integrate ChatGPT in Azure OpenAI Service into our chatbot. We are pleased to provide our users with LazzieChat as part of our continuous investment in technology to build a high-quality digital ecosystem that is set up for long-term growth.”

He added, “Online shopping journeys are becoming more dynamic with the help of technology. We want to bridge the gap between offline and online shopping by providing high-quality experiences that consumers love, and create value for brands and sellers who can tap into new technologies to reach out to a wider audience. We are confident AI will drive new developments in making online shopping and selling a seamless daily activity for everyone.”

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