AI is becoming another commerce discovery layer.

Signal: According to Cube Asia x impact.com (2026), more than 50% of SEA consumers are using generative AI somewhere in their shopping journey. Adoption is strongest around research and discovery. GEO is identified as an emerging discipline.

What's Changing: AI recommendations rely on structured commerce data — product information, marketplace presence, content quality and brand authority signals. How products are described and distributed increasingly determines whether AI systems can discover and recommend them.

AIHubSEA Operator Lens: AI commerce and GEO capability is emerging but not yet mainstream. The operator pool is limited. Brands exploring this space need specialists who understand structured data, content strategy for AI systems, and the intersection of commerce and generative search.

Source: Cube Asia x impact.com, 2026