TLDRs;
Contents
- OpenAI and Sea Limited partner to expand AI adoption across Southeast Asia’s digital economy.
- Shopee VIP users in three Southeast Asian countries to get free ChatGPT Plus access.
- The deal emphasizes AI accessibility for consumers and small businesses in emerging markets.
- Partnership aligns with SEA’s booming AI-readiness and projected $1 trillion GDP uplift by 2030.
OpenAI has announced a landmark partnership with Singapore-based tech conglomerate Sea Limited in a bid to accelerate AI adoption across Southeast Asia.
The memorandum of understanding (MoU), signed by both parties, focuses on leveraging Sea’s extensive digital ecosystem, Shopee and Garena, to roll out AI tools that can benefit consumers and small businesses.
The alliance kicks off during Shopee’s 8.8 Sales Campaign, beginning August 8, 2025, when Shopee VIP loyalty members in Indonesia, Thailand, and Vietnam will receive complimentary three-month access to ChatGPT Plus. The offer, provided via OpenAI’s platform, aims to introduce millions to premium AI capabilities in everyday commerce and services.
Empowering a Receptive Consumer Base
The move is a calculated one. Southeast Asia has proven to be a fertile ground for AI growth. According to a PwC study surveying 22,000 global consumers, AI device ownership in Vietnam (19%), Indonesia (18%), and Thailand (15%) surpasses even the U.S. (16%).
Purchase intent in these regions is even more telling, with nearly half of Vietnamese and Indonesian consumers planning to buy AI-enabled devices, double the percentage of American respondents.
This consumer readiness signals a strong demand environment, which OpenAI and Sea plan to tap into. Projections suggest AI could add nearly $1 trillion to the region’s GDP by 2030, with retail sectors specifically expected to see up to 30% conversion improvements due to AI-driven recommendation systems.
Shopee VIP Members First to Access Premium AI Tools
As part of the collaboration, Shopee’s VIP users in select markets will get exclusive access to ChatGPT Plus. The premium AI model offers faster response times, priority access to new features, and enhanced conversational capabilities. Eligible users can redeem this benefit by registering on OpenAI’s platform during the campaign.
The benefit is just the beginning. Both Sea and OpenAI indicated plans to expand the program to other Southeast Asian markets as Shopee’s loyalty base grows.
The initiative not only boosts brand engagement for Shopee but also introduces millions to practical AI tools that can impact productivity, communication, and shopping habits.
AI for Small Businesses and Everyday Use
While consumers stand to gain significantly, the partnership also targets small and medium-sized enterprises (SMEs), a vital economic segment in Southeast Asia.
According to the Boston Consulting Group, AI integration could contribute $120 billion to the region’s GDP by 2027, particularly by streamlining customer service, marketing, and internal operations.
Sea’s focus on making AI accessible to SMEs addresses an urgent challenge: small businesses risk falling behind larger competitors if they fail to adopt AI. The region’s youthful and tech-savvy entrepreneurial population, especially in Vietnam, Malaysia, and the Philippines, sets the stage for quick and scalable implementation.
