Adobe’s latest AI and Digital Trends Report has found that 60% of Indian consumers are interested in creating a personal AI agent, the highest share among Asia Pacific markets surveyed.
Based on responses from 7,000 consumers and business leaders globally, the report found 55% of Indian consumers would interact with a brand’s AI agent if available, while 58% were comfortable with agent-to-agent interactions and 61% would allow an AI agent to engage a brand’s human representative on their behalf. Around 65% already use AI for personalised product recommendations, 60% for customer support, and 62% are open to shopping via a virtual AI concierge.
Anindita Veluri, director of marketing, Adobe India, said India is emerging as one of APAC’s most receptive markets for agentic AI, though she noted consumers expect interactions to remain transparent, intuitive and human-centric, making strong data governance and trust essential.
The report flagged a gap between consumer and business priorities: consumers value trust and transparency, while organisations focus more on efficiency and cost metrics. Duncan Egan, VP of Enterprise Marketing, APAC and Japan, Adobe, said adoption depends on transparent contexts with human fallback options.
Clear AI labelling was the top reassurance cited (21%), followed by the option to switch to a human (17%). While 74% said AI personalisation saves time, 61% said they’d disengage if they unexpectedly found themselves talking to AI instead of a human.
On enterprise adoption, only 10% of organisations have embedded agentic AI for customer support at scale, with internal resistance to change (53%) the top barrier among Indian executives.
