Artificial intelligence has become a central component of the consumer journey in Malaysia, with 74% of shoppers now using AI assistants to discover products, find inspiration, and finalize purchasing decisions.
The data comes from a new report by payment processor Adyen, highlighting the accelerating integration of generative AI into everyday retail interactions across Southeast Asia.
The findings underscore a broader trend where algorithmic recommendations are superseding traditional peer advice.
According to the report, Malaysian consumers are increasingly placing greater trust in AI-driven insights than in human peers when making retail choices.
This shift signals a maturation of the digital commerce landscape, where personalization engines are no longer just supplementary tools but primary decision-making aids.
This development aligns with wider global observations on consumer behavior.