For families trying to choose the right nutrition products for children, online shopping is becoming less about scrolling through product pages and more about getting guidance at the right moment. Lazada and Nestlé are pushing that shift with AI support built into their Regional Super Brand Day campaign, aiming to make the buying process feel more informed and less overwhelming.
The collaboration, now in its sixth year, reflects a broader move from product-led promotion to education-led shopping. Under the theme “A Better Me, In You,” the campaign places parents at the center of the experience and frames nutrition shopping as something that can be more personal, more interactive, and more confident.
AI is entering the shopping journey
The biggest change in this year’s campaign is the first rollout of Lazada’s AI capabilities in this kind of large-scale brand partnership in the region. The system is powered by LazzieChat, a smart shopping assistant designed to help parents better understand children’s nutrition needs.
In Indonesia, Malaysia, and Singapore, LazzieChat is available in selected official Nestlé stores. Shoppers can use it to explore child nutrition categories that are often seen as complex, and they can ask questions in a natural two-way conversation.
That interaction is meant to go beyond reading product descriptions. Parents can seek product information, understand nutritional content, and receive recommendations that match children’s growth and development needs.
Nestlé’s nutrition expertise is built into the experience
Lazada and Nestlé have also combined Nestlé’s nutrition knowledge database with the AI algorithm. The goal is to make shopping decisions faster and more accurate while also helping parents feel more confident about what they choose.
This approach changes the role of eCommerce in the category. Instead of functioning only as a transaction point, the shopping journey becomes a more guided process where information and assistance are present before a purchase is made.
Amelia Tediarjo, Head of Business Growth & Operations at Lazada Indonesia, said the partnership is intended to keep raising the standard of shopping experiences. She added that trusted Nestlé products are being paired with a more immersive brand experience.
According to her, AI-driven capabilities make the journey more than a simple checkout process. She described it as a meaningful interaction for customers across the region.
Regional campaign, local access
The Regional Super Brand Day campaign runs across Indonesia, Malaysia, Singapore, Thailand, and Vietnam. Its structure shows how brands are increasingly using digital tools not only to promote products, but also to support consumers with more personal assistance.
In Indonesia, the campaign also includes exclusive offers and special promotions available only during the campaign period. Shoppers can access official Nestlé brand stores through the dedicated Super Brand Day page on LazMall.
The official stores included in the Indonesian campaign are DANCOW, LACTOGROW, and S-26 Procal. Their presence strengthens the campaign’s goal of making children’s nutrition products easier to access while keeping the shopping experience convenient.
For Lazada and Nestlé, the effort points to a broader direction in eCommerce where AI is used not just for efficiency, but also for education. In a crowded digital retail environment, that combination is meant to help families make more relevant nutrition choices while shopping online.