Unlocking the Future of Customer Service: How APAC Consumers Demand Human-Like AI Interactions

The Shift Towards Human-Like AI in Customer Service

Zendesk’s 2025 Customer Experience (CX) Trends Report highlights a major change in customer expectations: today's consumers are seeking AI interactions that feel more human, personalized, and engaging than ever. Organizations in the APAC region leveraging AI in CX are witnessing significant returns, with over two-thirds reporting a positive ROI. The benefits include improved retention, revenue growth, and streamlined operations, emphasizing AI's crucial role in enhancing CX.

This trend comes as 79% of consumers in APAC express favorable views towards AI, a 6% increase from last year, especially notable in Singapore, where favorability jumped from 53% to 70%. As consumer expectations rise, businesses that integrate AI with empathy and personalization are gaining a competitive edge, building trust and enhancing customer retention. CX Trendsetters in APAC experience 56% higher customer acquisition rates, 45% higher retention rates, and 63% higher cross-sell revenue.

Five Key Trends from the CX Trends Report

1. Autonomous Service Accelerates with AI Copilots

Companies are increasingly adopting AI copilots to assist agents in managing routine tasks, leading to 82% of agents believing it enhances their performance. However, the rise of shadow AI tools poses risks to customer privacy and service quality.

2. Consumer Confidence Rises with Human-Like AI Agents

82% of APAC consumers desire AI agents to exhibit human-like traits, with 80% emphasizing the importance of friendliness for a positive experience. This sentiment is growing, particularly in Singapore, where trust in AI agents is on the rise.

3. Personal AI Assistants Shape the Future of Customer Interactions

As personal AI assistants like Siri and Alexa become integral to daily life, 81% of consumers are ready to delegate tasks to AI, pushing companies to create assistant-first experiences that enhance customer service.

4. Voice AI Gains Ground as the Preferred Channel for Complex Issues

61% of consumers have engaged with Voice AI, with 73% wanting to adopt it for its natural interactions. This technology helps companies connect better with consumers, providing a more personalized support experience.

5. Personalization Redefines Customer Loyalty

With 72% of APAC consumers expecting more personalized service from AI, loyalty is increasingly linked to personalized experiences. 70% are willing to switch brands after a single negative experience, underscoring the need for companies to prioritize personalization in their strategies.

Zendesk CEO Tom Eggemeier emphasizes that AI should not just be another technology but a means to foster genuine connections between companies and customers. The report indicates that organizations effectively leveraging AI in customer service are viewed favorably by 80% of APAC consumers, who see a growing divide between CX Trendsetters and those lagging behind.

The full report is available here.