81% of Indian consumers favor human-like AI, study reveals

Indian consumers increasingly prefer AI with human-like traits, with 88% showing high trust in the technology. Businesses respond as AI copilots and personalization tools drive efficiency and customer loyalty. However, rising shadow AI use raises security concerns, pushing firms to adopt compliant solutions.

AI that displays human characteristics such as friendliness and empathy are favored by 81% of Indian consumers, according to Zendesk’s 2025 Customer Experience (CX) Trends Report. Businesses in India are aligning with this preference, with 88% of CX leaders experiencing positive returns from AI tools and 94% identifying AI copilots as an essential step toward automated customer service.

Indian consumers demonstrate the highest level of trust in AI across Asia-Pacific, with 88% expressing positive views about the technology. This trust influences customer behavior, as 70% of Indian consumers are inclined to change brands after one negative experience, underlining the rising importance of personalized, AI-driven interactions. “AI should be more than just another technology we use—it’s a way to bring companies and customers closer, and it’s redefining the relationships we can build,” stated Tom Eggemeie, CEO of Zendesk.

AI copilots support customer service teams by managing routine tasks, increasing productivity, and allowing agents to focus on more challenging issues. 76% of Indian service agents believe copilots enhance their performance, while 84% of CX leaders anticipate most customer interactions will soon be managed autonomously. However, the growing use of unapproved AI tools, or shadow AI, which has surged by over 200% in Asia-Pacific, raises significant concerns about security and compliance, prompting organizations to prioritize authorized AI solutions.

Personal AI assistants are also on the rise, with 69% of Indian consumers preferring them for customer support. Voice AI is emerging as a preferred solution for handling complex issues, with 69% of Indian consumers already using it and 84% expressing interest in adopting it further.

As expectations for personalization grow, companies prioritizing AI report higher customer acquisition, retention, and revenue gains. The regulatory landscape, including India’s DPDP Act, compels firms to focus on privacy-first technologies, ensuring compliance while delivering tailored services. Maureen Chong of Zendesk emphasized, “Companies looking to differentiate themselves must invest in AI for their customer service as it becomes a key battleground for customer loyalty.”