Asian consumers are increasingly open to using artificial intelligence (AI) in customer service to achieve faster, more accurate, and more consistent support, according to a new study by Genesys Cloud Services.

At the same time, they continue to value and request human interaction, indicating that empathy and emotional intelligence remain essential to positive customer experiences (CX).

The survey, which polled 1,400 consumers across seven Asian markets in October, found that AI usage is high in Asia, with most consumers having already used the technology.

According all markets surveyed, more than 70% of respondents had used a chatbot or a virtual assistant for customer support in the past 12 months, showcasing that AI-driven support is now a familiar part of the CX.

Adoption was highest Indonesia, the Philippines, and Malaysia where more than 80% of respondents reported using AI-based support over the past year.

Mixed sentiment

Despite this high adoption rate, customer sentiment toward chatbots is mixed. While many find AI somewhat helpful, inconsistent issue resolution persists and overall customer sentiment remains largely neutral.

Low positive sentiment was the most notable in Hong Kong and Taiwan, suggesting higher user expectations or more complex service needs. This reinforces the importance of language and tone adaptation to local expectations as users respond more positively to AI that communicates in a natural, human-like way.

By contrast, consumers in Indonesia and Thailand reported the highest levels of satisfaction with AI interactions, likely due to stronger localization and simpler, more well-defined use cases.

Other regions showed a neutral majority, reflecting willingness to engage but limited confidence in AI reliability.

Overall, the majority of consumers across Asia reported feeling frustrated with their experiences with chatbots, with 75% of consumers saying that chatbots failing to understand their issues is one of the biggest gaps in current support systems. This suggests that current chatbot technologies are failing to meet user expectations for accurate, context-aware support.

A further 59% expressed frustration with reporting the same information, while 17% deplored a lack of personalization in service.

AI viewed as an enhancer rather than a replacement for human agents

Although Asian consumers are increasingly comfortable using AI, they expect the technology to improve speed, accuracy and consistency rather than replace human agents altogether. AI is largely viewed as a powerful tool for handling repetitive tasks and improving efficiency, but most consumers are not yet ready to rely on AI-only interactions.

Only 24% of respondents said they were comfortable with fully digital AI agents on chat and voice. The majority expressed a preference for either human agents, or at least hybrid model combining AI and human involvement.

Regionally, Taiwan, Singapore, and the Philippines showed the strongest preference for hybrid interactions. Indonesia and Thailand, meanwhile, are increasingly open to fully digital agents. Finally, in Hong Kong and Malaysia, consumers are favoring a more cautious optimism approach combining human and AI integrations.

This preference for human-centered support is echoed in the finding that 75% of respondents ranked empathy and human connection as the second most important factor in customer service interactions. Poor customer service and lack of empathy were cited by 68% of customers as the leading reasons for abandoning a brand, further underscoring the direct link between emotional intelligence and customer retention.

Speed and resolution as top priorities

Across Asia, consumers are prioritizing fast response and resolution, along with clear communication and helpful service. Speed and resolution ranked as the top customer expectation, cited by 80% of respondents. This suggests that efficiency is the dominant factor in positive CX.

A separate survey of 120 CX leaders in Asia found that 46% of leaders acknowledge that response time is where they are failing short, citing it as their top performance gap.

Response time is a particularly significant pain point for CX leaders in the Philippines and Taiwan, where 75% of 60% of respondents, respectively, reported the longest delays. In contrast, only 10% of CX leaders in Hong Kong enterprises identified response time as a major shortcoming.

AI adoption in Asia surges

Adoption of AI has surged in Asia among consumers but also businesses. A July 2025 survey by Boston Consulting Group (BCG) polled more than 4,500 employees across nine Asia-Pacific (APAC) markets and found that 78% of APAC respondents now use AI at least weekly. The figure makes APAC one of the biggest adopters of AI, and surpasses the worldwide adoption rate of 72%.

Emerging APAC economies such as India, Indonesia, and China are leading the way, with adoption rates of 92%, 89%, and 87%. This trend reflects a young, ambitious workforce eager to embrace AI as a growth enabler.

In contrast, Japan stands out among APAC countries for its relatively low adoption rate, at 51%.

Featured image: Edited by Fintech News Singapore, based on images by ezps and hamzaazeem1387 via Freepik