Shopee is aggressively integrating AI across its platform to reshape Southeast Asian e-commerce. Key initiatives include: AI-powered counterfeit detection achieving 76% faster detection with 24-hour resolution (vs. multi-day manual review), smart review summarization using Gen-AI, AR try-on features with beauty brands, ChatGPT integration for product search, and backend AI tools for sellers (AI Optimiser, 24/7 chat assistants, AI-generated product imagery). With 92% of Thai consumers accepting AI use of purchase data, Shopee is betting on "Agentic Commerce" to shift competition from price-based to experience-based differentiation—directly impacting both SME sellers (enablement tools) and platform dynamics.