Sea Limited and OpenAI have formed a strategic partnership to expand AI access for Shopee users and sellers across Southeast Asia and Brazil, building on an existing relationship with deeper OpenAI integration into Sea’s ecosystem.

The collaboration focuses on e-commerce, small businesses, and software development to boost productivity and opportunity.

The tools are designed to reduce costs and level the playing field for micro-merchants by providing institutional AI capabilities.

OpenAI’s Denise Dresser emphasizes expanding AI accessibility and usefulness in everyday life, giving consumers more AI-powered experiences and practical tools for small businesses.

ChatGPT for Business will be rolled out to Shopee’s seller ecosystem, offering trials, onboarding resources, and training to help with product listings, marketing content, translations, and customer service workflows.

Sea Group is embedding OpenAI’s foundational layers into internal software, deploying ChatGPT Enterprise across engineering, testing, translation, and operations to boost productivity.

Sea’s leadership, including Forrest Li, signals a focus on AI-native experiences to drive consumer simplicity and business growth in the digital economy.

OpenAI Codex engagement will be accelerated for developers, with a regional Codex Hackathon series in Asia Pacific starting in Singapore and expanding to countries like Vietnam, Taiwan, Indonesia, and Malaysia.

The initiative backs Sea’s broader AI adoption and creates opportunities for developers to experiment with advanced AI tools, expanding Sea’s ecosystem.

Shopee will be integrated with ChatGPT in multiple markets, enabling real-time product recommendations within ChatGPT and eventual autonomous shopping tasks, with Shopee as the first e-commerce platform of its kind in the region and beyond.

Users can discover Shopee products via conversational prompts in ChatGPT and be redirected to Shopee to complete purchases, paving the way for real-time recommendations and seamless cross-platform shopping.

The partnership builds on a 2025 foundation and includes a regional Codex hackathon series, expanding OpenAI-powered capabilities within Sea’s ecosystem.