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With the growing advent of AI in the market, Indians seem very receptive to the technology, at least when it comes to using for their own needs. As per a new report by Adobe, about 57 percent of Indian consumers said they would choose an artificial intelligence (AI)-enabled tool or service over human interaction. The figure is far more than the global and APAC average of 39 percent and 48 percent, respectively, a new report showed on Thursday.

Having said that, chatbots aren’t catching in some avenues as human interaction remained a top choice when considering aspects of decision-making, customer support, and returns or cancellations. Around 39 percent want both options to be available, particularly when exploring new products and services.

“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,” said Anindita Veluri, Director Marketing, Adobe India.

Despite these preferences and Indian consumers anticipating Customer Experience (CX) benefits from generative AI, the report found that Indian brands are falling behind global peers. Only 15 percent are leveraging generative AI to enhance CX initiatives compared to 18 percent globally. Brands in Europe and the US are also twice as likely to already have dedicated AI budgets and internal usage policies.

However, 41 percent of Indian brands are seeing CX as a business priority today, and 87 percent are prioritising CX enhancements over other business goals.

Moreover, the report noted that in the next 12 months, 53 percent of Indian brands are committed to improving their gen AI capabilities whereas 76 percent already have or will pilot gen AI solutions to support experience delivery.

The report also mentioned that Indian consumers are most concerned about responsible and ethical usage of their personal data. Around 60 percent think that decisions would be made about their data without consent, 65 percent believe that brands will collect too much data, and 56 percent stated that brands won’t be able to build ethical AI tools.