Southeast Asia is hungry for AI — and the money isn't just in subscriptions

Generative AI adoption in Southeast Asia has reached 243 million people, or 58% of the working population, within three years. Despite low direct consumer subscription payments, businesses monetize AI through e-commerce, advertising, and indirect consumer spending. The region's digital economy is growing rapidly, with a projected $368 billion in gross merchandise value in 2026 and an expected $1 trillion by 2035.