57% Indians favor AI tools, brands adapting to changing preferences

In the ever-evolving landscape of consumer preferences, Indian consumers are leading the global shift towards AI-driven interactions, with 57% preferring AI-enabled tools over human interaction, surpassing the global and APAC averages of 39% and 48%, according to Adobe's State of Digital Customer Experience report. Despite these preferences, Indian brands are lagging in adopting the latest AI innovations, with only 15% utilizing generative AI for CX enhancements compared to the global average of 18%.

While 41% of Indian brands prioritize CX as a business priority, only 87% prioritize CX enhancements over other goals. European and US brands are twice as likely to have dedicated AI budgets and internal usage policies. However, 53% of Indian brands aim to enhance their generative AI capabilities in the next 12 months, with 76% planning to pilot generative AI solutions.

Indian brands excel in customer data management (89%) and balancing personalization and privacy (95%). However, both consumers and brands acknowledge that data privacy concerns hinder personalization efforts. For Indian consumers, responsible and ethical usage of personal data is crucial, with 59% willing to avoid brands that lack transparency about data use. Furthermore, 60% fear decisions about their data will be made without consent, 65% believe brands will collect excessive data, and 56% doubt brands' ability to create ethical AI tools. Consumer expectations include being informed when content is AI-generated (68%) and increased fact-checking due to generative AI (64%). The research, conducted by Oxford Economics, surveyed 4,000 consumers and 1,500 executives globally from June to August 2023, including 1,000 consumers and 375 executives in the Asia Pacific region.