Sea is reportedly testing an AI chatbot called Migoo in the US as it searches for growth beyond its established businesses.
According to Bloomberg, Migoo is already accessible in multiple markets, but neither the app nor its website discloses Sea’s involvement.
The chatbot uses stored information about users’ preferences and personal traits to personalise conversations.
Users can also interact with it through services including Apple’s iMessage.
Sea has not announced the project. The company declined to comment, while people familiar with the plans said Migoo could be introduced more widely.
The launch would take Sea into the crowded US consumer AI sector, where OpenAI and ByteDance are among the companies competing for younger users.
Bloomberg identified Sea President Chris Feng as the executive overseeing Migoo.
Long-time Sea executive Bingyu Wang is also reportedly involved in its development.
The chatbot is offered in the US through Marvelous Technology Inc, which is registered in California.
Filings cited by Bloomberg link the business to a Singapore entity in which Wang is registered as a director.
Sea Expands Its AI Strategy
Migoo adds a consumer product to Sea’s growing use of AI. The group already applies the technology to areas such as product recommendations and tools for Shopee sellers.
Sea also expanded its partnership with Google in February to develop AI applications across Shopee, Garena and Monee.
The collaboration includes an AI shopping prototype designed to support product searches and purchases.
Separately, Sea has established a team to evaluate potential investments in AI companies.
The reported test comes as Shopee cuts several hundred developer roles worldwide, reducing the team by roughly 8%. There is no confirmed link between the layoffs and Sea’s broader AI strategy.
Featured image: Edited by Fintech News Singapore, based on image by geetaroy via Magnific