Twilio Report_ 98% of Indian Consumers Value AI—Yet Still Expect the Human Touch

1. Twilio Report: 98% of Indian Consumers Value AI—Yet Still Expect the Human Touch Twilio, a global leader in customer engagement technology, has released its 6th annual State of Customer Engagement Report, offering key insights into how brands are leveraging AI to drive customer experiences—and where significant gaps still remain. The global study, which surveyed over 7,600 consumers and 600+ business leaders across 18 countries, including India, reveals a clear disconnect: AI is delivering measurable business benefits, but customer perceptions are not entirely aligned. While companies see positive returns from AI adoption, many consumers feel their experiences still fall short—especially when it comes to consistency and human-like interaction. AI-Driven Personalisation in India: Strong Results, But Inconsistent Delivery

2. In India, the adoption of AI for customer engagement is accelerating rapidly. Brands are increasingly utilising artificial intelligence to analyse customer data, tailor communication across multiple touchpoints, and meet rising consumer expectations. The data reveals high consumer receptivity to AI-powered personalisation: ● 79% of Indian consumers report spending more with brands that personalise their interactions. ● An impressive 98% are more likely to make a purchase when engagement is personalised in real-time. ● 90% of consumers believe personalisation is essential, expecting it to provide useful recommendations (71%), simplify shopping (66%), and enhance trust in the brand (65%). However, despite these promising indicators, the report highlights a critical insight: only 30% of Indian consumers feel personalisation is delivered consistently. This indicates a substantial opportunity for brands to evolve from one-off personalisation tactics to continuous, individualised engagement across all customer touchpoints. The consequences of inconsistency are significant. 88% of Indian consumers say they would abandon a purchase if the engagement feels impersonal, while 70% are significantly more likely to convert when interactions are personalised. AI Acceptance Is High, But Human Connection Remains Critical Indian consumers are open to AI, but they expect technology to complement—not replace—the human element in customer service. The report uncovers strong preferences for transparency, control, and human fallback options: ● 91% of Indian consumers say AI-powered brand interactions must feel human-like. ● 55% want the ability to speak with a real person when AI is unable to resolve their issue. ● 72% want brands to clearly disclose when they are interacting with AI. ● 87% prefer to choose how a brand communicates with them, rather than relying on AI to make those decisions automatically.

3. These findings underscore a crucial message: AI should enhance the customer experience, not override it. Consumers are seeking intelligent automation that respects their preferences and maintains a sense of personal connection. The Path Forward: Individualisation, Transparency, and Trust Nicholas Kontopoulos, VP of Marketing for Asia Pacific & Japan at Twilio, reinforces the report’s core message: “While AI-powered personalisation has a measurable impact on consumer behaviour, it cannot replace authenticity, relevance, or trust. Indian brands are making significant progress in leveraging AI, but the next frontier is individualisation—where every customer interaction feels contextual, timely, and deeply human. That requires a commitment to transparency, respect for user preferences, and data-driven strategies designed to serve, not just sell.” Beyond Personalisation to True Engagement In today’s highly competitive and trust-sensitive marketplace, personalisation alone is no longer sufficient. The future of customer engagement in India lies in creating experiences that are not just tailored, but also authentic, transparent, and consistently delivered. Brands that strike the right balance between intelligent automation and meaningful human engagement will be best positioned to earn loyalty, build trust, and drive long-term business success. As highlighted in Twilio’s 2025 report, individualisation, guided by consumer trust and powered by responsible AI, will define the next era of customer experience in India.