As per a recent report which covers the consumer behaviour of Indians, a stark 57% of Indian consumers would choose an AI-powered tool or service over human interactions for better customer experience.
Insights from Adobe’s State of Digital Customer Experience
These results of the study published by Adobe’s State of Digital Customer Experience is reflective of the fact that Indians are more accepting of AI-driven interactions compared to global and APAC counterparts whose numbers average at 39% and 48% respectively.
Notably, when it comes to more complex tasks like returns and cancellations, consumers still prefer speaking with people.
Also, study revealed that especially when it comes to exploring new products and services, 39% of people wanted both the options available.
Despite the openness of Indians to AI interactions, Indian brands are laggings when compared to the global counterparts in order to leverage the gen AI in customer experience.
The global average of utilizing gen AI to enhance the experience stands at 18%, while the Indian average is 15%.
As a matter of fact, Europe & US brands are highly likely to even have a special budget for generative AI and use the tech internally.
However, the report also says that the same might change in the near future since 53% of Indian companies’ have shared that they want to improve their genAI capabilities and 76% of brands have already integrated GenAI solutions or plans within the next year.
Anindita Veluri, Director Marketing, Adobe India said that “Advances in generative AI have been already transformational for consumers, and they now expect brands too to also adopt the technology for better and personalised experiences. Our latest research shows that Indian brands are embracing the shift to GenAI and devising avenues for its responsible usage to enhance personalization at scale, and digital customer journeys.”
Embracing Generative AI with a Pinch of Salt
As per the reports, Indians consumers were also found out to be worried about the ethical use of their personal data, with 60% believing that the same shall be done without their consent. 65% believed that brands collect too much data while 56% doubted the brands’ ability to develop ethical AI tools.
59% of them came a step forward and said that they might stop buying or not consider buying from a brand if they feel that they do not provide transparency about their data usage.
Since the adoption or affinity is high for AI, but also is the apprehension over data usage, how the AI dice rolls for Indians is interesting one to watch out for. What we can do is just wait and hope that the dice rolls in favour and everything turns good so as to put Indian brands on the global map when it comes to integration of AI in order to optimize customer experience within ethical ways. Until then…
