Nestlé and Lazada bring AI-powered experiences to the heart of every home across SEA

Building on the strength of their longstanding regional partnership, Nestlé and Lazada are set to unite once again for the Nestlé x Lazada Regional Super Brand Day in October – bringing together two industry leaders in a powerful regional celebration spanning the Southeast Asia markets of Malaysia, Singapore, Indonesia, Vietnam, and Thailand.

Taking place on 1 October across Malaysia, Singapore, and Indonesia, followed by 2 October across Vietnam and Thailand, the Nestlé x Lazada Regional Super Brand Day brings Nestlé’s diverse portfolio together with Lazada’s expansive eCommerce ecosystem across Southeast Asia.

The regional initiative will create new ways for consumers to discover, engage with, and shop their favourite Nestlé products, bringing the Nestlé x Lazada partnership to life across the region.

This latest collaboration builds on the success of their earlier partnership in April 2026, when Nestlé Nutrition and Lazada piloted the AI-powered LazzieChat experience, marking an important first step in exploring how AI can unlock more engaging, interactive, and personalised consumer experiences within the Lazada platform.

The pilot generated a strong consumer response, paving the way for the partnership to scale its learnings into a broader and more ambitious regional initiative. This time, the collaboration extends beyond Nestlé Nutrition to encompass a wider range of Nestlé’s portfolio, including groceries.

Expanding beyond nutrition, across Nestlé’s portfolio

During the April collaboration, as part of Lazada’s initiative, Nestlé Nutrition participated in the pilot use of the AI-powered LazzieChat through “Future, Imagined” – an interactive experience designed to inspire parents to imagine the possibilities of their little ones in the future.

The experience generated strong consumer participation, with over 60,000 proactive interactions with LazzieChat during the campaign period.

Most notably, over 90% of shoppers who made a purchase through the Lazzie-guided experience were new to Nestlé, showing how an AI-powered interaction could help expand Nestlé’s reach and convert new buyers within the Lazada ecosystem.

Building on these results, the October collaboration will mark a significant expansion in scale and ambition. What began as a Nestlé Nutrition-led AI experience will now extend across the broader Nestlé portfolio, bringing more brands and categories into the consumer journey.

And this time, the opportunity will extend beyond merely creating an engaging experience. The campaign aims to connect everyday goodness with consumer engagement and shopping – bringing the Nestlé and Lazada partnership to life under a new theme: “Goodness at the heart of every home.”

At the heart of the campaign is a simple belief: goodness begins at home. A home is more than just walls and bricks. It is shaped by the people inside it, the routines they share, and the everyday acts of care that make each moment meaningful.

Across Southeast Asia, Nestlé has long been part of these moments of everyday goodness – from preparing a nourishing breakfast and sharing a comforting drink to enjoying a favourite snack together or caring for the people who matter most. These small and familiar moments are what turn a house into a home, and goodness into something we experience every day.

This spirit comes to life through the campaign theme – “Goodness at the heart of every home” – celebrating the many ways Nestlé’s brands and products are woven into the everyday rituals, moments of connection, and shared experiences that bring people closer together.

In October, that everyday goodness will take on a new digital dimension. Through Lazada, consumers will be invited to discover, interact with. and shop Nestlé’s diverse portfolio in new and engaging ways – bringing the goodness found at the heart of every home into the heart of the digital shopping experience.

Taking AI-powered discovery to the next level

Building on the success of the April pilot, the October campaign will take the AI-powered LazzieChat experience to the next level, once again leveraging the technology developed and managed by Lazada to create new ways for consumers to engage with Nestlé across Malaysia, Singapore, Indonesia, and Thailand.

And there will be more to discover. Consumers will be invited to enter a secret code into the AI LazzieChat to unlock a special surprise, adding an element of curiosity, discovery, and delight to the experience.

The journey will begin on Nestlé’s stores on Lazada, where consumers can explore the campaign excitement and uncover the secret code. Once revealed, they can enter the code into LazzieChat to unlock the surprise and experience the activation for themselves, turning a simple digital interaction into an unexpected moment of discovery.

From engagement to insights and from insights to impact

The campaign will take consumer engagement a step further with an interactive quiz designed around shoppers’ preferences and behaviours. More than simply another touchpoint, the quiz will create an engaging way for consumers to share what matters to them while giving Nestlé a deeper understanding of the preferences and considerations that shape their shopping decisions.

As consumers interact with the quiz, their responses will generate valuable insights into what shoppers are looking for, what influences their choices, and how they engage with Nestlé’s portfolio. These learnings can help inform future campaign planning while creating opportunities to make consumer experiences increasingly relevant and engaging.

Additionally, the journey from engagement to purchase will be seamless, as the quiz offers vouchers that consumers can use at the checkout on Lazada. This will create a comprehensive digital commerce experience, successfully bridging interaction, consumer understanding, and conversion.

This article is brought to you by Nestlé and Lazada.