Indian Consumers Demand Greater Value Exchange With Gen AI: Adobe Study

Indian consumers are setting a new benchmark for technological expectations, as 81 per cent anticipate brands to embrace generative AI by the end of 2024, according to Adobe’s State of AI-driven Consumer Value report. This is the highest in the Asia-Pacific (APAC) region, underscoring India’s rapidly evolving consumer market and its demand for cutting-edge digital experiences.

The State of AI-driven Consumer Value India study is based on an online survey conducted between February and May 2024, involving 402 marketers and 2,000 consumers across India. The study highlights that while 66 per cent of Indian brands have already integrated generative AI into their operations, they lag behind consumer expectations. 

Moreover, 53 per cent of Indian consumers expressed a desire for AI-driven efficiencies to translate into more affordable products, far exceeding similar preferences in Australia (35 per cent) and Japan (36 per cent).

Indian Brands Lead APAC In AI Maturity

Seven of ten Indian marketers surveyed identified the urgent need to incorporate generative AI into customer experiences. While Indian brands are at the forefront of AI adoption in APAC, consumers are urging them to accelerate advancements and implement the technology responsibly.

Demand For Transparency & Ethical AI Usage

Indian consumers are not only enthusiastic about generative AI but also discerning about its ethical deployment, with 95 per cent of consumers and 98 per cent of marketers highlighting the importance of transparency in AI usage and sourcing. 

Privacy remains a key concern, with 61 per cent of consumers prioritising it, while 46 per cent stress the need for clarity on how their data is used. Additionally, consumers emphasise the importance of addressing issues related to ethics and bias, urging brands to adopt AI responsibly while ensuring robust data security measures.

"Generative AI is transforming consumer expectations at an unprecedented pace, particularly in India, where demand for hyper-personalised and unified brand experiences is unmatched," said Anindita Veluri, Director of Marketing, Adobe India. “While Indian brands are leading in adopting this transformative technology, they must prioritise transparency, ethics, and responsible AI use to meet consumer aspirations with accountability.”

Generative AI Enhancing Consumer Experiences

Indian consumers are already experiencing the transformative benefits of generative AI, with 90 per cent acknowledging significant improvements in online shopping experiences. The excitement for future innovations is palpable, particularly in ecommerce, where consumers are eager for AI to enable custom product designs, suggest ideas for special events, and summarise service reviews. 

Notably, 91 per cent express enthusiasm for AI-generated images of themselves wearing products, which would enhance their confidence in purchasing decisions. 

In travel, consumers are drawn to AI-powered tools such as price comparisons, personalised itineraries, and recommendations based on past preferences, underscoring the unprecedented potential of generative AI to revolutionise both ecommerce and travel experiences.

Generative AI is poised to revolutionise ecommerce by enabling greater personalisation and interactivity. Similarly, the travel sector stands to benefit from AI-driven tools that simplify trip planning and enhance convenience. These innovations promise to redefine consumer experiences and establish new standards for brand engagement.