Nestlé and Lazada have launched the sixth Nestlé Nutrition x Lazada Regional Super Brand Day across five Southeast Asian markets, with a pilot use of artificial intelligence tools integrated into the shopping journey on Lazada.
The programme runs in Malaysia, Singapore, Indonesia, Thailand and Vietnam. The AI features are available in Malaysia, Singapore and Indonesia through Lazada's shopping assistant, LazzieChat.
Now in its sixth year, the Regional Super Brand Day builds on a long-running partnership between the food group and the eCommerce platform. This edition is centred on the theme "A Better Me, In You", highlighting the role parents play in shaping their children's present and future.
AI rollout
On selected Nestlé products, shoppers can use LazzieChat to ask questions and review product information in a conversational format. The feature is aimed at categories such as children's nutrition, where product choices can be more difficult for parents to navigate.
The campaign also includes an AI feature called "Future, Imagined by Nestlé". Users enter "NESTLAZ" in LazzieChat, upload a photo and receive a generated visualisation of their future.
The project is a pilot integration of Lazada's AI tools and, according to the companies, one of the first large brand partnerships on the platform to place AI inside the shopping process at this scale. It adds an interactive element to a campaign that has previously focused on brand promotion and online sales.
The initiative reflects a broader push by online marketplaces and consumer brands to weave generative AI into retail services. In practice, these tools are being used to answer questions, present product details in simpler formats and offer more personalised ways to browse.
For Nestlé, the campaign focuses on infant and children's nutrition products sold through its official Lazada stores. For Lazada, it shows how platform operators are trying to make product discovery less dependent on static listings and keyword searches.
Regional focus
The campaign spans five Southeast Asian markets, although the AI shopping assistant functions are limited to three. That makes it both a regional marketing effort and a market-by-market test of how shoppers respond to conversational tools inside eCommerce apps.
Consumer brands have increasingly turned to platform-led campaigns such as Super Brand Days to combine promotions, content and store visibility into a single event. Adding AI features gives these campaigns another layer, as retailers and brands seek to hold attention for longer and answer questions at the point of purchase.
A Lazada spokesperson said the collaboration was designed to make shopping more interactive. "Strong brand partnerships are at the core of how we continue to elevate the shopping experience on Lazada," the spokesperson said. "Through our collaboration with Nestlé, we are bringing together trusted products, immersive and meaningful brand experiences, powered by our AI-driven capabilities to create a more interactive and intuitive shopping journey for consumers across the region."
The campaign also includes promotional offers tied to the Super Brand Day on Nestlé's infant nutrition store on Lazada Singapore, alongside access to the AI features through LazzieChat.
The use of AI in shopping interfaces remains at an early stage across much of Southeast Asian eCommerce, particularly in mainstream brand campaigns. This rollout gives Nestlé and Lazada a live test of whether conversational product support and image-based AI experiences can increase engagement in categories where shoppers often want more reassurance before buying.