Is AI the key to cracking Hong Kong's super app code?

In Hong Kong's fiercely competitive and fragmented digital ecosystem, user loyalty is the holy grail that has eluded super apps. Unlike mainland China, where platforms such as WeChat and Alipay dominate daily life, Hongkongers juggle specialised apps for chat, payments, food delivery, and transport. The core challenge for any super app isn't just adding features, but creating a seamless, indispensable experience that discourages app-hopping.

Now, companies such as AlipayHK and WeChat are betting that AI-powered hyper-personalisation—anticipating user needs, offering cross-service rewards, and delivering a truly intuitive assistant—can finally crack the code. By moving from a crowded toolbox to a proactive guide, AI may hold the key to winning over Hong Kong's discerning users.

Back in March, AlipayHK unveiled its next evolution: the "AlipayHK AI Assistant," powered by DeepSeek. This launch marks the company’s commitment to becoming an AI Super App, embedding advanced artificial intelligence to enhance the daily experiences of users across the Greater Bay Area.

Users can now simply tap the AI Assistant icon in the search bar on the AlipayHK homepage to access intelligent network search functions. Whether it's looking up product information, retrieving news content, or seeking lifestyle advice, the AI Assistant delivers swift, relevant results—bringing the concept of a "point-and-click" smart life to reality. 

In a conversation with MARKETING-INTERACTIVE, Keith Cheung, chief marketing officer, AlipayHK said DeepSeek transforms search into an insightful, AI-driven experience that goes beyond surface-level results. “It recommends our services by understanding and resolving users’ specific pain points and needs. This depth of contextual intelligence differentiates AlipayHK by providing precision and relevance unavailable in typical multifunctional apps.” 

“Unlike traditional search functionalities, DeepSeek can address a wide range of queries, providing deep insights not just related to AlipayHK but also extending to users' broader needs. This elevates AlipayHK from a transactional platform to a super app.” 

Beyond reactive search, its roadmap envisions AI agents that anticipate users’ needs and proactively present tailored solutions based on their consumption behaviours, with just a few clicks. “This shift to a powerful, intuitive daily assistant sets AlipayHK apart by reducing friction across countless functions, offering users a truly seamless and effortless digital experience—core to the super app identity.” 

For example, AI agents can assist users in executing routine ride-hailing instructions while also enabling them to comprehend vague shopping requirements, such as making purchases within a pre-set budget or reserving limited-time deals, said the spokesperson. “This significantly reduces payment integration costs and broadens access to a wide user base.” 

Industry reactions 

WeChat has also integrated DeepSeek's R1 large language model to enhance its AI capabilities. According to China Daily, users in the test phase were able to access the full version of the R1 model at no cost by looking for the "AI Search" label in the search bar.

Commenting on the move, Nelson Tsai, director, GBA hub media solutions development, WPP Media said a context-aware engine such as DeepSeek can anticipate intent, cut down clicks, and surface services dynamically. “In this sense, AI search won’t just enhance customer experience; it could help redefine the super app proposition from being a ‘toolbox of functions’ to a more intuitive ‘smart assistant’ guiding daily life.” 

This shift is especially critical as super apps look to expand beyond markets such as Mainland China, where consumer habits are already deeply embedded. In more fragmented ecosystems, AI-driven personalisation could be the key to overcoming these challenges by making the super app experience feel more seamless, engaging, and rewarding. “In Taiwan, for instance, users might open LINE for chat but still often default to Shopee for shopping, and Uber Eats for delivery.”

Building on this, Nathan Petralia, country head, Hong Kong, Ogilvy One and Verticurl, said integrating AI search into super apps has the potential to fundamentally change how users interact with digital ecosystems. “From my experience leading digital transformation projects, I’ve seen that AI-powered search can bridge the gap between siloed functions, making the user journey more seamless and intuitive.”

Rather than having to hunt for individual features or services, users can rely on AI to anticipate needs, offer relevant suggestions, and even automate routine tasks, he added. “The key isn’t just adding more features, but ensuring each interaction feels personalised and efficient. When executed well, this approach can turn a super app from a crowded toolbox into a genuinely smart assistant, one that users trust to simplify everyday life.”

AI-driven personalisation is a game-changer because it redefines convenience, he said. “Instead of forcing users to adapt to a one-size-fits-all platform, a super app that leverages AI can learn preferences, anticipate needs, and proactively surface the right services at the right time.”

“In my work building customer-centric digital strategies, I’ve seen that when users feel understood when the app ‘gets’ them, they’re far more likely to consolidate their activities in one place. Personalised recommendations, streamlined workflows, and adaptive interfaces can gradually shift user behaviour away from app-hopping, making the super app feel indispensable rather than just another option,” he added.

Next generation of super apps

For AI-led super apps to truly take off, they must be grounded in local realities. Hong Kong, with its unique digital culture, presents both a challenge and an opportunity.

As AlipayHK's Cheung pointed out, Hong Kong’s digital environment is highly competitive and fragmented, with numerous specialised apps serving different needs. "While this diversity offers users a wealth of choices, it also limits app 'stickiness' and makes it harder for any single platform to dominate. 

In contrast, the Chinese mainland boasts a diverse range of mobile payment services that integrate various aspects of daily life, such as public services and lifestyle needs, he added. “This allows users to accomplish all their tasks within a single app, creating a comprehensive and convenient experience.”

WPP Media’s Nelson Tsai echoed this sentiment, noting that the super app model relies heavily on scale, habitual usage, and network effects—factors that are diluted in Hong Kong due to its fragmented preferences and strong reliance on global brands.

“In short, super apps succeed where ecosystems are closed or monopolistic, but in a hyper-competitive and internationally integrated market such as Hong Kong, the model struggles to take root. Therefore, Hong Kong's unique market, with its fragmented preferences and reliance on global platforms, perfectly illustrates the need for a truly integrated, platform-agnostic media strategy.”

To shift Hong Kong users toward super app adoption, strategies must address both utility and emotion, he said. “First, cross-service incentives are critical: for example, offering bundled discounts when ordering food, booking transport, and paying with the in-app wallet. Grab in Singapore successfully used this strategy, making it financially irrational to switch apps.”  

“Second, embed hyper-local features, such as exclusive restaurant partnerships or loyalty programmes tied to Hong Kong’s cultural calendar, to create relevance beyond pure utility. Third, seamless payment integration is non-negotiable.” 

Success in Hong Kong, and for that matter all APAC markets, requires understanding local expectations around trust, data security, and user control, said Petralia. “Super apps that succeed here will be those that prioritise flexibility and transparency, rather than simply replicating Mainland models.” 

On the other hand, marketing should focus on real-life scenarios where a super app saves time, reduces hassle, or offers exclusive benefits that standalone apps can’t match, Petralia added. “I’d recommend campaigns that showcase seamless cross-service experiences, think rewards that span multiple categories, or unified customer support.” 

At the same time, building trust is crucial, he said, adding that transparency around data use and personalised onboarding can help overcome skepticism. “Ultimately, the goal is to make users feel they’re gaining control and convenience, not sacrificing choice. Pilot programs, influencer partnerships, and targeted incentives can also accelerate adoption, but only if the core experience genuinely delivers on its promise."

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

Related articles:

AlipayHK repositions itself as super app with brand refresh
AlipayHK opens unmanned store to showcase futuristic shopping experience
China DailyBattle of the super apps: Which is the best in Southeast Asia?