The unit sits under the president’s office and is evaluating AI start-ups globally, with long-serving executive Zhang Endong leading the effort. The move places investment activity closer to Sea’s top management at a time when the company is trying to convert its scale across Shopee, Garena and Monee into a stronger position in the next phase of consumer internet competition.
The new team is part of a wider internal reorganisation aimed at accelerating AI adoption across Sea’s businesses. Zhang is also involved in projects examining how the technology can be deployed inside the group, from product recommendations and seller tools to game development and financial services. A company spokesperson declined to comment on the investment unit.
The initiative follows a series of signals from chief executive Forrest Li that AI has become central to Sea’s long-term strategy. Li told investors last year that a trillion-dollar market capitalisation could be possible if the company doubled down on artificial intelligence and made the right calls. That ambition is now being tested against tougher operating conditions, heavier competition and investor scrutiny over margins.
Sea’s pivot comes as its core businesses remain sizeable but increasingly contested. Shopee continues to dominate e-commerce across South-east Asia, where price-led competition, live commerce, faster delivery expectations and merchant services have raised both growth potential and operating costs. Rivals including TikTok Shop, Lazada, Amazon and Rakuten are intensifying their own use of AI to personalise shopping, automate seller support and streamline logistics.
Artificial intelligence is already being built into Shopee’s customer and merchant systems. Its applications include recommendation engines, search improvements, advertising tools and seller assistance functions. The strategic logic is straightforward: more effective targeting can increase conversion, better seller tools can deepen merchant loyalty, and automated service functions can reduce costs across markets with different languages, payment habits and logistics infrastructure.
Sea has also expanded its partnership with Google to develop AI-powered tools across e-commerce and gaming. The companies are exploring an agentic shopping prototype for Shopee, designed to move beyond basic search and recommendation functions towards digital assistants capable of helping consumers complete tasks across the shopping journey. Garena is expected to use AI to improve game development productivity, an area where faster content cycles and lower development costs can carry significant commercial value.
Financial performance has given Sea room to invest, though not without pressure. First-quarter revenue rose 46.6 per cent year on year to US$7.1 billion, while gross profit increased 40.7 per cent to US$3.1 billion. Net income reached US$438.2 million, up 6.7 per cent, and adjusted EBITDA rose 9.3 per cent to US$1 billion. The figures showed continued momentum, but also reflected the cost of defending market share and expanding services.
Shopee delivered gross merchandise value of US$37.3 billion in the quarter, up 30.2 per cent from a year earlier, while gross orders climbed 29.3 per cent to 4 billion. Revenue from the e-commerce arm rose 45.1 per cent to US$5.1 billion, though adjusted EBITDA fell to US$223.2 million from US$264.4 million a year earlier, underlining the margin trade-off behind its expansion strategy.
Monee, Sea’s digital financial services unit, has become another pillar of growth. Revenue rose 57.8 per cent to US$1.2 billion, while consumer and small-business loans outstanding reached US$9.9 billion. Non-performing loans more than 90 days past due remained at 1.1 per cent, a key metric as the company expands credit services across emerging markets where risk controls are critical.
Garena, once Sea’s dominant profit engine, also showed stronger momentum. Bookings rose 20.1 per cent to US$931.4 million, while quarterly active users stood at 666.5 million. The unit remains anchored by Free Fire, but Sea’s AI push suggests management sees broader potential in development tools, content generation, player engagement and operational efficiency.
Sea’s AI Centre of Excellence in Singapore adds another layer to the strategy. The centre is intended to strengthen local AI capabilities, support enterprise adoption and develop talent in areas such as engineering, research and product development. Its launch aligns the company with Singapore’s broader ambition to become a regional AI hub and gives Sea a clearer institutional base for experimentation.
The investment team could give Sea access to external innovation at a time when start-ups are moving faster than large platforms in areas such as autonomous commerce, generative game design, fraud detection, credit scoring and AI-enabled logistics. The challenge will be distinguishing durable business models from inflated valuations in a crowded funding environment.
Investors will be watching whether Sea’s AI spending produces measurable gains in revenue growth, user engagement and margin improvement. The company has already shown that it can rebuild profitability after years of expansion-led losses. Its next test is whether AI can become more than an efficiency tool and help create the next major growth curve for one of South-east Asia’s most valuable technology groups.
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