Singapore: Alphabet Inc., the parent company of Google, and Zee, a global technology group, announced a strategic partnership today to develop advanced artificial intelligence (AI) tools for use in core products such as Shopee, the e-commerce platform, and Garena, a global online game developer.

According to Thai News Agency, under this agreement, the two companies will jointly develop an "AI agentic shopping prototype" on the Shopee platform. This AI system will function as an online marketplace connecting small-scale buyers and sellers. This new AI system will move beyond simply answering chatbot questions to become a personal assistant capable of planning and executing cross-application purchases independently.

This move is a key strategy for Google to generate revenue from AI models through real-world everyday use, and it comes around the same time that Alibaba recently launched a new AI model on its Lazada platform to gain market share in the region.

Data from consulting firm Momentum Works indicates that Shopee remains the leading and most influential e-commerce platform in Southeast Asia, holding a market share of 52% in 2024. Meanwhile, Garena, the globally recognized developer and publisher of popular games like "Free Fire," and a major game service provider, will leverage Google's AI solutions to revolutionize game development processes and accelerate productivity. This latest collaboration builds on Shopee's successful partnership with YouTube in 2024, strengthening the region's comprehensive video-based online commerce ecosystem.