A recent report from Adobe’s State of Digital Customer Experience highlights that 57% of Indian consumers would choose an AI-powered tool or service for better customer experience, surpassing global and APAC averages at 39% and 48%, respectively. While Indians show a higher acceptance of AI-driven interactions, the report indicates that for complex tasks like returns and cancellations, human interactions are still preferred. Additionally, 39% of respondents expressed a desire for both options, particularly when exploring new products and services.
However, the report reveals that Indian brands are trailing behind their global counterparts in leveraging generative AI for customer experience, with only 15% using AI to enhance customer interactions, compared to the global average of 18%. Yet, there’s a positive outlook, as 53% of Indian brands aim to enhance their generative AI capabilities, with 76% planning to integrate these solutions within the next year.
Anindita Veluri, Director Marketing, Adobe India, noted, “Indian brands are embracing the shift to GenAI and devising avenues for its responsible usage to enhance personalization at scale and digital customer journeys.”
The report also underlines that Indian consumers are particularly concerned about the ethical usage of their personal data, with 60% believing that decisions around their data would be made without their consent. Transparency about data usage is crucial for brands, as 59% of respondents stated that they would stop or consider not buying from a brand that lacks transparency about its data usage.
