The 11th edition of the e-Conomy SEA report highlights how generative AI is reshaping the region's digital landscape, with 243 million people actively using it. This marks a fourfold increase in AI adoption compared to mobile internet rollout. The report forecasts a 17% year-on-year growth in the digital economy, reaching $368 billion in Gross Merchandise Value (GMV) by 2026, with projections of surpassing $1 trillion by 2035. AI is becoming a cornerstone of daily life, influencing everything from shopping to travel and financial services.
AI's integration is transforming multiple sectors, with e-commerce leading the charge at $226 billion in GMV. Shoppers are using AI-driven tools to navigate complex purchases, resulting in higher conversion rates and order volume. Online travel and media are also seeing significant growth, with AI personalizing content and improving user engagement. Digital financial services are leveraging AI for fraud detection and personalized recommendations, enhancing consumer trust and financial inclusion.
Consumer confidence in AI is driving the shift toward agentic commerce, where AI agents autonomously handle tasks like price comparisons and transactions. With 75% of users willing to let AI manage these tasks, the region is positioned to embrace this new era. However, trust in AI tools is still a critical factor, with 62% of users reporting greater trust than a year ago. To ensure adoption, users expect transparency, privacy safeguards, and the ability to reverse AI-driven actions.
To support the projected 60-fold increase in AI usage by 2030, the region must adapt its digital infrastructure and governance. This includes expanding data center capacity, improving energy efficiency, and establishing unified regional frameworks. The upcoming ASEAN Digital Economy Framework Agreement (DEFA) in 2026 aims to create a region-wide digital trade pact, unlocking further growth and innovation in Southeast Asia's digital economy.