New Delhi: Adobe’s State of Digital Customer Experience study revealed that Indian consumers are at the forefront of embracing AI-driven interactions. 57% consumers favoured AI-enabled tools or services over human interactions. This preference surpasses the global and Asia-Pacific averages of 39% and 48%, respectively.
On the other hand, Indian brands are lagging behind in adopting the latest AI innovations compared to their global peers. Only 15% of Indian brands are currently leveraging generative AI to enhance Customer Experience (CX) initiatives, contrasting with the global average of 18%. Brands in Europe and the US exhibit a higher propensity for dedicated AI budgets and internal usage policies.
Nevertheless, there is a shifting mindset among Indian brands, with 41% now considering CX as a top business priority, the report said. This increased focus on CX aligns with the strategic agenda of Indian brands, emphasising the integration of the CX technology stack and the acceleration of generative AI adoption. In fact, over the next 12 months, 53% of Indian brands are committed to enhancing their generative AI capabilities.
However, despite this inclination towards AI, human interaction remains crucial for certain aspects such as decision-making, customer support, and returns or cancellations, with 39% of consumers desiring both options.
Anindita Veluri, Director of Marketing at Adobe India, emphasised the transformative potential of generative AI for both consumers and brands. However, she noted the importance of responsible AI usage to enhance personalisation at scale and digital customer journeys.
The study also talks about consumer concerns regarding data privacy and ethical AI usage. With 59% of Indian consumers expressing a willingness to stop or reconsider purchasing from brands that lack transparency about personal data use, there is a clear demand for ethical AI practices. Additionally, consumers expect to be informed when content is AI-generated, with 68% expecting transparency in this regard.
In conclusion, while Indian consumers are leading the way in embracing AI-enabled interactions, there is a pressing need for Indian brands to catch up in AI adoption, prioritise CX enhancements, and address consumer concerns regarding data privacy and ethical AI usage.
