81% of Indian consumers prefer human-like AI interactions

Indian companies are spearheading the adoption of AI in customer experience (CX), with Zendesk’s 2025 Customer Experience Trends Report revealing that 88% of CX leaders in India report positive returns on AI investments — among the highest in the Asia-Pacific region. The report highlights a pivotal shift in customer expectations: consumers demand AI-driven interactions that are not just efficient but human-like, personalised, and empathetic.

The survey gathered insights from over 10,000 global consumers and business leaders and underscored five emerging trends set to shape the future of CX. Indian consumers are notably receptive to AI, with 88% holding favourable views, and 81% expressing a preference for engaging with AI tools that exhibit traits like friendliness and warmth.

AI copilots, tools that enhance agent efficiency by managing routine tasks, are at the forefront of this transformation. In India, 94% of CX leaders believe copilots are the first step toward fully autonomous customer service, with 84% predicting that most interactions will soon be resolved without human intervention.

The demand for personalised service is driving a strategic focus on tailored experiences. With 76% of Indian consumers expecting personalised interactions, companies are leveraging AI to meet these expectations. Businesses adopting such strategies report significant advantages, including higher customer retention and acquisition rates.

Also, 84% of Indian consumers prefer a conversational approach for resolving complex issues. Meanwhile, personal AI assistants are reshaping customer expectations, with 69% of Indian customers wanting their virtual assistants to streamline interactions with companies.

The findings point to a stark divide between ‘CX Trendsetters’ embracing AI and those clinging to traditional models. For Indian businesses, the report serves as a call to action: Harnessing human-like, personalised AI is no longer optional but critical to fostering customer loyalty and maintaining a competitive edge.