Indian consumers lead APAC in Generative AI expectations: Adobe Study

Adobe’s State of AI-driven Consumer Value report highlights India as a leader in adopting generative AI technologies, with 81% of Indian consumers expecting brands to implement such tools by the end of 2024—the highest in the Asia-Pacific (APAC) region. The study surveyed 2,000 consumers and 402 marketers to explore generative AI’s impact on brand interactions and consumer expectations.

Currently, 66% of Indian brands have integrated generative AI into their operations, reflecting the country’s leadership in AI maturity. However, seven in ten marketers in India believe that embedding generative AI into customer experiences is an immediate necessity to keep pace with rising consumer demands.

Indian consumers are not only eager for rapid AI adoption but also demand responsible implementation. Transparency tops the list, with 95% of consumers and 98% of marketers agreeing on its importance. Privacy (61%) and clear data usage policies (46%) are also significant concerns, alongside ethical considerations. Consumers want brands to prioritise these aspects while adopting AI to ensure trust and accountability.

Generative AI is already reshaping digital experiences in India, particularly in ecommerce and travel. Around 90% of consumers report enhanced online shopping experiences thanks to AI. Key areas of improvement include product personalization, service recommendations, and the ability to see virtual images of themselves wearing products, with 91% stating this would boost purchase confidence.

In travel, generative AI’s capabilities excite consumers for price comparisons, custom itineraries, and suggestions based on past preferences. The study highlights how AI simplifies trip planning and enriches the overall experience.

“Generative AI is unlocking a future of hyper-personalised brand experiences. While Indian brands lead in adoption, consumers are pushing for faster, more ethical advancements,” said Anindita Veluri, Director of Marketing at Adobe India.

The report underscores India’s leadership in AI adoption within APAC while revealing areas where brands can meet consumer aspirations for faster innovation and ethical practices.