Eighty-one per cent of Indian consumers prefer AI that mimics human traits like friendliness and empathy, according to Zendesk’s 2025 Customer Experience (CX) Trends Report. The study reveals that Indian businesses are responding to this demand, with 88% of CX leaders in the country reporting positive ROI from AI tools and 94% agreeing that AI copilots are the first step toward autonomous customer service.
Indian consumers’ trust in AI is also high, with 88% holding favourable views of the technology—the highest across Asia-Pacific. This trust is influencing customer behaviour, as 70% of consumers in India are willing to switch brands after a single poor experience, emphasizing the growing importance of AI-driven personalisation.
“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,” said Tom Eggemeie, CEO, Zendesk. “At Zendesk, we believe that AI should be in service to humans and help companies understand and better connect to their customers as individuals. When brands focus on creating genuine, human-centred AI interactions, they don’t just make things run more smoothly—they create trust, loyalty, and a lasting connection. This report shows that putting customers at the heart of AI is more than a smart strategy; it’s becoming the new standard for building loyalty in a rapidly changing world.”
AI Copilots and Autonomous Services
AI copilots are increasingly supporting customer service agents in managing repetitive tasks, boosting efficiency and freeing agents to focus on complex issues. 76% of Indian agents believe copilots enhance their ability to perform effectively. This aligns with business expectations, as 84% of CX leaders in India anticipate that 80% of customer interactions will soon be resolved autonomously.
However, shadow AI—unapproved tools used by agents—has risen over 200% year-on-year in Asia-Pacific, presenting security and privacy challenges. To address this, businesses are focusing on integrating approved AI solutions that prioritize reliability and compliance.
Personal AI Assistants and Voice AI
The demand for personal AI assistants in customer interactions is growing. Sixty-nine percent of Indian consumers express a preference for AI assistants to handle customer service requests, and 88% of CX leaders are preparing for a future dominated by assistant-first experiences.
Voice AI is also gaining traction as a channel for resolving complex issues, with 69% of Indian consumers having used it and 84% interested in adopting it. Globally, 90% of CX leaders recognize Voice AI as a key advancement, emphasizing its ability to offer natural and conversational interactions.
Personalisation and Customer Loyalty
Customer expectations for personalisation continue to rise, with 76% of Indian consumers demanding more tailored experiences. Poor experiences have significant consequences, as 70% of customers are willing to switch brands due to unsatisfactory interactions. This trend underscores the importance of leveraging AI for personalized service delivery, which 63% of Indian CX leaders view as critical to their operations.
Businesses that prioritize personalisation report higher acquisition, retention, and cross-sell revenue rates, with figures reaching 56%, 45%, and 63%, respectively, for CX Trendsetters in Asia-Pacific. These companies are setting benchmarks by integrating AI-driven insights into customer engagement strategies.
Compliance and Security in AI Implementation
India’s regulatory landscape, including the Digital Personal Data Protection (DPDP) Act, is compelling companies to adopt stricter compliance measures. This includes moving away from traditional data collection practices to consent-based frameworks. Non-compliance risks financial penalties and reputational damage.
Globally, companies have faced significant fines under regulations like the EU’s General Data Protection Regulation (GDPR), underscoring the need for robust privacy and security measures. Indian businesses are now exploring privacy-first technologies that balance personalisation with compliance, such as replacing intrusive tracking with AI-driven interest group categorizations.
The Role of CX Leaders in Driving AI Integration
To succeed in an AI-driven CX environment, businesses must focus on empathy, transparency, and compliance. Zendesk’s report suggests that adopting privacy-first frameworks and communicating openly with customers can enhance trust and loyalty. Companies that integrate AI thoughtfully are better positioned to meet consumer expectations while mitigating risks associated with data security.
Maureen Chong, Regional Vice President, Asia, Zendesk, added, “Organisations that have fully embraced AI–CX Trendsetters–recognise the transformative power of AI, to the extent that 94% of them in India say adopting it at scale will be crucial to surviving the competitive pressures in the next 5 years. Their efforts are paying off because 86% of consumers in India see a clear gap forming between companies that leverage AI effectively in customer service, and those that don’t. In India, consumers increasingly desire more human-like AI interactions, and companies looking to differentiate themselves must invest in AI for their customer service as it becomes a key battleground for customer loyalty.”
