AI reshapes product discovery in Southeast Asia, but human trust still drives purchases, new report finds. by Caleb Baldo July 30, 2026. Its What's NEXT in Marketing 2026 Conference Series returns to the Philippines, Singapore, Hong Kong, Indonesia, Malaysia - and for the first time in Thailand! Brace yourself for bold ideas driving the next marketing wave. Click here to learn more! Singapore - Southeast Asian consumers are increasingly turning to generative AI to discover products. Still, human recommendations continue to determine whether they actually buy, according to a new report from impact.com, Cube, and Dentsu. The fourth edition of the annual E-commerce Influencer and Affiliate Marketing in Southeast Asia report found that one in four (24%) consumers in the region now use generative AI tools such as ChatGPT, Gemini, and Claude to support their shopping journey, marking AI's emergence as a new product discovery channel. However, the report found that recommendations from family and friends remain the most trusted source when it comes to purchase decisions, with respondents rating them 2.42 out of 4 for influence, ahead of online reviews at 2.36 and creators at 1.98. impact.com, described as the world's leading global infrastructure for partnership-driven commerce, produced the report in collaboration with e-commerce market intelligence provider Cube and global advertising and marketing agency network Dentsu. The findings draw on insights from 2,400 consumers, alongside Cube's regional e-commerce market data and interviews with marketers, creators, publishers, and industry experts across Singapore, Indonesia, Thailand, Vietnam, Malaysia, and the Philippines. The report found that two in three consumers (67%) have bought a product specifically because a creator recommended it, reinforcing that trust and authentic reviews remain central to commerce even as AI reshapes discovery. It also found that AI-generated answers are themselves shaped by third-party voices, including creators, publishers, and reviewers, whose content trains and informs what these tools recommend. For brands, this means activating partners does not just drive sales directly; it also shapes how a brand is surfaced and recommended by AI. The report concluded that AI is not replacing existing discovery channels but is instead becoming another layer within an increasingly interconnected commerce ecosystem. As consumers move between AI assistants, marketplaces, creators, publishers, retail media, and brand-owned channels, brands need integrated, always-on partnership strategies to stay visible and relevant at every touchpoint. "Every major shift in e-commerce has changed how consumers discover products, from search engines and marketplaces to social media, and AI represents the next evolution," said Nick Randall, AVP, Customer Growth, APJ at impact.com. "But while discovery continues to evolve, trust remains remarkably consistent. Consumers still look to creators, publishers, and trusted recommendations to validate their purchasing decisions. The opportunity for brands isn't choosing between AI and partnerships, it's understanding how they work together to create more meaningful customer journeys and ultimately drive commerce." Randall added. The report also identified marketplaces as the leading discovery channel, with seven in ten (71%) consumers discovering new products through platforms such as Shopee, Lazada, and TikTok Shop, followed by search engines at 57%. AI adoption varied significantly across the region, with Vietnam (34%) and Indonesia (31%) leading in generative AI use for product discovery, while Singapore recorded the lowest adoption at 14%. The findings further showed that AI is reinforcing reliance on creators rather than replacing it, with 40% of consumers saying generative AI has not changed how much they rely on creators for product recommendations. Trust between the two remains closely split, with 38% trusting both equally, 36% leaning toward creators, and 25% leaning toward AI. Nearly half (49%) of affiliate purchases were found to be driven by trust and validation, followed by utility and convenience at 28%, with consumers continuing to cite convincing recommendations and trusted reviews as stronger purchase drivers than discounts or promotional offers. With tighter regulations reshaping APAC's social-led financial sector, managing agent activity and misinformation have never been more critical. Discover how banks and insurers are strengthening oversight and protecting their brands in this new industry study by Meltwater - download the free guide here. With public conversations reshaping Australian insurance reputation, managing online sentiment and the trust gap has never been more critical. Discover how providers are addressing friction and protecting their brands in this new industry report by Meltwater - download the free guide here.

POPOSOAP wins 'best Award' at Global Connect Show (GCS) 2026. POPOSOAP Solar-powered water feature brand recognized by 80+ international media voters for its eco-friendly, beginner-friendly outdoor pond solutions HONG KONG, June 16, 2026 / EINPresswire.com / - POPOSOAP, a brand focused on solar-powered garden water features and pond equipment, today announced that it participated in the Global Connect Show (GCS) in Shenzhen, China, organized by global brand management and international communications company iMpact. At the event, POPOSOAP was honored with the "Best Award," selected through voting by 80+ media organizations and industry participants attending GCS, including editors, KOLs, overseas channel representatives, and international business associations. GCS 2026 was held under the theme "Connecting global innovation, gathering business opportunities," bringing together 80+ mainstream technology editors, KOLs, overseas channels, and international business associations from North America, the United Kingdom, Europe, and Southeast Asia, alongside 100+ companies actively expanding internationally. The event centered on three tracks - Chinese brands going global, global channel matchmaking, and company visit sessions - to foster direct dialogue between brands and global partners. At GCS, POPOSOAP's presence stood out through a hands-on, visual demonstration rather than a traditional product shelf display. The brand constructed a simulated eco water feature on-site, using its solar fountain pumps to create a multi-level waterfall and a pond fountain with noticeable height variation and flow movement. The installation was paired with color-changing pond lights, creating an "urban oasis" atmosphere designed to evoke calm and restoration - an intentional contrast to the fast pace of city life. The exhibit invited visitors to experience not only how the products operate, but how they can shape outdoor ambience through sound, movement, and light. POPOSOAP highlighted three solar garden water-feature tools at the show: a Solar Fountain, a Solar Pond Filter Box, and a Solar Waterfall Bucket. Together, these products reflect the brand's focus on practical, outdoor-ready solutions for everyday use cases - ranging from small decorative ponds and fountains to backyard waterfalls and broader water garden layouts. The systems are designed to help users create movement and circulation while keeping installation approachable for first-time builders and routine upkeep manageable for long-term owners. As a brand, POPOSOAP is positioned around solar-powered, eco-friendly water feature solutions built for modern outdoor living. By leveraging solar power where sufficient sunlight is available, POPOSOAP products can operate without reliance on external electricity, supporting reduced energy use compared with conventional plug-in setups in applicable scenarios. Just as importantly, POPOSOAP designs prioritize fast installation, easy maintenance, and beginner-friendly operation - attributes that matter in real yards where users want reliable performance without complicated assembly or frequent troubleshooting. The brand's core audience spans pond owners, DIY water-garden hobbyists, and professionals seeking straightforward components for installations and upgrades. The "Best Award" recognition at GCS builds on POPOSOAP's broader record of international design and innovation recognition. In 2026, POPOSOAP received the German Innovation Award, underscoring the brand's continued focus on product experience and functional innovation within the water feature category. In 2025, POPOSOAP also earned multiple international design honors, including the MUSE Design Awards, the American Good Design Award, the France Design Award, and the London Design Awards - a set of acknowledgements that reflect attention to usability, design execution, and product purpose across different judging bodies and markets. Sustainability is also integrated into POPOSOAP's product story. POPOSOAP states that its products are made with at least 50% recycled materials, aligning material choices with environmentally conscious consumption trends in home and garden categories. In addition, POPOSOAP products carry Amazon's "Climate Pledge Friendly" label, which shoppers can view directly on relevant Amazon listings. These commitments support POPOSOAP's goal of making water features more accessible while reflecting growing demand for responsible product design and transparent sustainability signals. POPOSOAP's momentum has been further reinforced through coverage by multiple third-party outlets in the home, garden, and clean-tech media landscape. The brand has been featured by publications and platforms including BobVila, Bettergardenhome, and CleanTechnica, helping introduce POPOSOAP's solar water feature approach to broader audiences interested in practical outdoor upgrades, DIY improvements, and sustainability-driven product choices. POPOSOAP views this growing visibility as both validation and accountability - raising expectations for performance, serviceability, and long-term customer satisfaction. Looking ahead, POPOSOAP plans to continue strengthening its engagement with global partners across distribution, media, and industry communities, while maintaining a focus on product usability for everyday water garden scenarios. Legal Disclaimer: EIN Presswire provides this news content "as is" without warranty of any kind. Global Environment Watch do not accept any responsibility or liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. If you have any complaints or copyright issues related to this article, kindly contact the author above.