Sea Limited has signed a memorandum of understanding with OpenAI to promote AI adoption in Southeast Asia.

The Singapore-based tech company operates digital services such as Shopee and Garena across the region.

The agreement will focus on expanding access to AI tools for consumers and small businesses, with potential uses in distribution, payments, and commerce.

As part of the collaboration, Shopee will offer ChatGPT Plus as a benefit to Shopee VIP loyalty program members in Indonesia, Thailand, and Vietnam during its 8.8 Sales Campaign, starting August 8, 2025.

Eligible Shopee VIPs will receive three months of complimentary ChatGPT Plus access upon signing up on OpenAI’s platform.

Sea and OpenAI plan to extend the benefit to more markets as the Shopee VIP program grows.

🔗 Source: Sea

🧠 Food for thought

1️⃣ Small business focus addresses critical competitive gap

Sea’s emphasis on making AI accessible to small businesses directly tackles a survival issue facing the region’s SME sector.

Research shows Southeast Asian small businesses face a stark choice: adopt AI or risk being outcompeted by larger firms, with AI projected to contribute $120 billion to the region’s GDP by 20273.

The Boston Consulting Group notes that AI can redefine business processes and create new revenue streams, making adoption essential for survival rather than optional3.

This urgency is particularly relevant given that countries like Vietnam, Malaysia, and the Philippines have high percentages of young business leaders who create tech-savvy environments conducive to AI adoption3.

The most common AI applications in the region are already in customer service, marketing, and advertising, areas where Sea’s commerce platform and OpenAI’s tools directly intersect3.