Sea taps OpenAI to power digital experiences in Southeast Asia

By Vriti Gothi

Sea Limited, has signed a Memorandum of Understanding (MOU) with OpenAI, to enable next-generation AI technologies for consumers and small businesses across the region.

The collaboration aims to integrate OpenAI’s advanced capabilities across Sea’s digital ecosystem spanning e-commerce, digital financial services, and online entertainment. By leveraging Sea’s deep regional footprint and OpenAI’s state-of-the-art models, the initiative is set to unlock new AI-powered experiences in commerce, payments, and distribution, ultimately driving more inclusive digital participation and innovation across Southeast Asia.

This agreement builds on the February 2025 launch of Operator, a foundational initiative by Sea to integrate AI-driven efficiencies within its platforms. The expanded scope of the MOU underscores Sea’s long-term vision for digital transformation empowering local communities and entrepreneurs through responsible, scalable technology.

As a first milestone under the MOU, Shopee Sea’s flagship e-commerce platform will introduce complimentary access to ChatGPT Plus for members of its newly launched Shopee VIP loyalty programme, beginning with its upcoming 8.8 Sales Campaign.

Starting 8 August 2025, Shopee VIP customers in Indonesia, Thailand, and Vietnam will be able to redeem a three-month subscription to ChatGPT Plus when registering as new users on OpenAI’s platform. The offer provides enhanced access to faster response times, early feature releases including ChatGPT Agent and OpenAI’s most advanced AI models. Shopee aims to roll out the benefit to additional markets in line with the regional expansion of the VIP programme.

This initiative underscores a shared commitment to delivering accessible innovation at scale, equipping everyday users with premium AI capabilities that were previously limited to enterprise applications. By aligning advanced AI tools with customer-centric design, Sea and OpenAI are poised to redefine digital experiences in one of the world’s most dynamic growth regions.

 Forrest Li, Chairman and Chief Executive Officer, Sea, said, “AI is one of the most significant technological breakthroughs in human history, and will revolutionize how people connect, discover, and transact in more thoughtful and intuitive ways. Our deepening collaboration with OpenAI supports our ambition to stay at the forefront of innovation, while empowering the communities we serve to realize their full potential in the digital economy.”

Oliver Jay, Managing Director of International, OpenAI added, “Asia’s young, tech-savvy population and high mobile penetration make it one of the fastest growing markets for AI adoption and innovation. By applying OpenAI’s capabilities in areas like commerce, we look forward to working with Sea as they equip more businesses with smarter tools to manage operations and reach customers.”