Generative AI in India: Driving Customer Value Responsibly

Published on 17 Jun 2025

Generative AI is reshaping customer experiences across India—but are brands meeting consumer expectations? The APAC FY24 Q3 Generative AI Research Report – India highlights how India is leading the Asia Pacific region in AI maturity, and explores what consumers truly want from AI-powered engagement.

This excerpt offers a glimpse into how AI is transforming customer value—and where opportunities remain untapped.

India Leads in Generative AI Adoption

Indian brands are outpacing APAC peers in integrating AI:

66% of Indian brands regularly use generative AI.
26% are actively experimenting with AI technologies.

The urgency is clear—69% of marketers in India believe embedding generative AI into customer experience is an immediate priority, and 81% of consumers expect brands to do so by year-end.

Consumers Want AI That Delivers Value—Responsibly

Indian consumers are enthusiastic about AI but want it deployed with care:

88% of consumers feel generative AI has already improved online shopping.
91% believe it can create highly personalised experiences.
53% want AI-led efficiencies to translate into more affordable products—a higher demand than seen in Australia or Japan.

At the same time, ethics, bias, and transparency matter. Consumers expect brands to clearly communicate how AI is used and ensure fairness in AI-generated experiences.

Where Consumers See More Untapped Value

The report identifies key areas where Indian consumers want brands to go further:

Ecommerce: 63% want AI to help design custom products; 62% seek AI-generated ideas for special events.
Travel: 97% are excited about AI mapping travel options based on preferences, while 96% want personalised itineraries and easy access to nearby amenities.

Strategies for Responsible AI Engagement

To meet these expectations, the report recommends:

Prioritise convenience: Use AI to create seamless, personalised journeys from discovery to support.
Be transparent: Clearly communicate how AI shapes experiences, and help consumers build media literacy.
Blend creativity with human judgement: Validate AI outputs against brand identity and enrich content to stand out.
Align AI with business goals: Ensure AI initiatives support KPIs and business objectives, powered by unified data.

Download Now to Learn More

Want to explore how leading Indian brands are harnessing AI to enhance customer value, build trust, and stay ahead?
Download the full report for actionable insights and strategies.