India has emerged as the most receptive market for agentic artificial intelligence in the Asia Pacific region, with 60 per cent of consumers expressing interest in creating a personal AI agent, according to the Adobe 2026 AI and Digital Trends Report released on Thursday.
Consumer Willingness to Engage with AI
The report, based on a survey of Indian consumers, reveals that more than half are open to interacting with AI-powered experiences. Specifically, 55 per cent said they would engage with a brand's AI agent if offered, while 58 per cent indicated comfort with agent-to-agent interactions. Furthermore, 61 per cent of respondents stated they would be comfortable allowing an AI agent to interact with a brand's human representative on their behalf.
These figures significantly exceed business expectations in India and other Asia Pacific markets. The report noted, "India demonstrates the strongest consumer appetite for agentic AI in Asia Pacific, with 60 per cent of consumers interested in creating a personal AI agent." Additionally, India recorded the highest personal executive confidence in adopting new tools, at 26 per cent.
AI in Shopping and Customer Service
Indian consumers are increasingly integrating AI into their shopping and customer service routines. Around 65 per cent of respondents use AI to search for personalised product recommendations, 60 per cent rely on AI for instant customer support, and 62 per cent are open to shopping through a virtual AI concierge.
The report highlights a growing disconnect between consumer expectations and how businesses measure AI success. While consumers evaluate AI experiences based on trust, transparency, and whether their needs are met, many organisations continue to focus primarily on efficiency gains and cost-related metrics.
Trust and Human Interaction Key Factors
Trust and human interaction emerged as critical factors influencing AI adoption. Approximately 21 per cent of consumers identified clear labelling of AI systems as the most important reassurance when using AI agents, while 17 per cent said the ability to switch to a human representative at any time was essential.
The report also outlines key barriers to scaling AI, including data integration and quality issues (69 per cent), talent and skills gaps (65 per cent), unclear return on investment (62 per cent), and technology infrastructure limitations (48 per cent).
Generative AI Benefits Already Visible
Despite these challenges, organisations are already reporting benefits from generative AI. Around 71 per cent said generative AI has improved the volume and speed of content ideation and production, while 67 per cent noted that it has enabled non-creative teams to create content more efficiently.
