Impact.com, Cube, and Dentsu released their fourth annual report on October 24, 2024, showing that one in four Southeast Asian consumers uses AI platforms like ChatGPT, Gemini, and Claude for product discovery. While generative AI tools become a standard part of the shopping journey in the region, human recommendations remain the primary driver for final transactions.
The study surveyed 2,400 consumers across Singapore, Indonesia, Thailand, Vietnam, Malaysia, and the Philippines. Findings highlight a persistent reliance on traditional trust networks despite rapid technological adoption. While AI assists in the research phase, human-centric sources such as family, friends, and creators hold the most weight when a consumer decides to spend money.
Partnership Content Informs AI Recommendations
Research reveals that creator and publisher influence extends beyond direct sales. AI-generated responses utilize third-party content for training. Consequently, reviews and articles written by human partners directly inform what AI tools recommend to shoppers. A robust affiliate and creator strategy now serves as a search engine optimization (SEO) tactic for the AI era.
Data indicates that 67% of consumers have purchased a product because of a creator's recommendation. When ranking overall influence on a scale of four, family and friends lead (2.42), followed by online reviews (2.36) and creators (1.98).
For brands, activating partners doesn’t just drive sales directly, it also shapes how a brand is surfaced and recommended by AI.
Multi-Channel Customer Journeys
AI integration adds a layer of complexity to the commerce ecosystem rather than replacing existing channels. Consumers move between AI assistants, digital marketplaces, and brand-owned channels. This fragmentation requires advertisers to maintain an "always-on" partnership strategy to remain visible at every touchpoint.
Findings suggest that the value of a publisher or creator no longer rests solely on the immediate click. Their content provides the "social proof" necessary to satisfy both human skepticism and AI training algorithms. Brands that fail to foster authentic human partnerships may see their visibility decline in automated search results as AI-driven discovery grows.
Local Adoption Rates Vary
While the average adoption rate for AI in shopping stands at 24%, the report notes significant variations across Southeast Asian markets. As these tools become more sophisticated, the interconnected commerce ecosystem will likely reward brands that balance high-tech discovery with the high-touch trust provided by traditional affiliate partners.
According to the joint report by impact.com, Cube, and Dentsu, the path to purchase is a web of interactions where AI provides the map, but human trust provides the destination.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
