The AI solution to transforming consumer confidence in ASEAN

Consumer trust in companies has plummeted over the past 12 months, driven by growing concerns about how personal data is used, the risk of data breaches and lack of corporate transparency, amplified by increasing costs resulting from the effects of inflation.

As such, in our 7th State of the AI Connected Customer report, we surveyed more than 16,000 consumers globally from multiple generations to explore how increasing and evolving uses of artificial intelligence (AI), including generative AI and autonomous agents, are shaping customer sentiment, expectations and behaviours. 

What did our research uncover? 

• 72% of consumers trust companies less than they did a year ago
• 64% of consumers feel companies are reckless with their data
• 60% of consumers believe advances in AI make trust even more important

And yet, expectations around customer experience continue to rise, with seamless, personalised experiences becoming the norm across all touchpoints. 

There’s a huge opportunity for brands to win back consumer trust with secure, thoughtful AI tools like Agentforce and our results support this: 30% of consumers are willing to work with AI agents if it means improved customer service. 

As AI reshapes every aspect of the customer experience and AI agents start to become mainstream, what do brands need to do to earn and maintain customer trust amid shifting market dynamics? Read on to find out.

The key to winning over consumers in a changing retail landscape

Retailers across ASEAN and beyond are facing a challenging climate. Rising costs, supply chain disruptions and shifting consumer behaviours are putting immense pressure on businesses to maintain margins while meeting evolving customer expectations.

Cost-of-living pressures are the most significant factor reshaping how consumers shop. According to an EY survey, 69% of ASEAN consumers are now prioritising essential purchases, while 55% are cutting back on non-essentials. Interestingly, this hasn’t dampened demand for convenience – 56% of consumers still prefer online shopping, favouring digital channels for deal-hunting and ease of purchase.

In ASEAN’s highly competitive retail landscape, tech advancements have expanded consumer choices for products and services beyond what was imaginable just a decade ago. As a result, businesses now face greater challenges in attracting and maintaining customer loyalty.

This presents a one-of-a-kind opportunity for retailers to start implementing AI agents to drive better customer experiences.

Customers expect seamless, personalised experiences across all touchpoints

So, how can AI agents be effectively implemented into businesses? Our report shows three key areas that can be targeted:

1. Marketing: AI agents can guide marketing campaigns and promotions that keep loyal customers buying
2. Experience: AI agents can create smoother, more personalised experiences in-store, online and throughout customer service interactions
3. Solutions: AI agents can deliver quick resolution times and rapid responses, the two things that matter most to shoppers when it comes to customer service

Agentforce is leading this transformation, providing businesses with solutions to enhance customer interactions, reduce wait times and drive operational efficiency to unlock trapped value. 

Our survey shows that 80% of customers think the experience a company provides is as important as the products or services they sell. 

Customers know what they want: fast, effortless service that meets their needs efficiently and easily. It’s a fair expectation‌ — ‌but what does that really mean and how can businesses deliver?

More than a third of respondents say that inconveniences, such as a difficult return process or clunky purchase experience, will result in them never returning as a customer. 69% of those surveyed also expect consistent interactions across departments and prefer using fewer touchpoints to get the information they need to complete a task. 

In fact, poor customer service is the second most common reason customers stop buying from a brand. In other words, brands that focus on affordability at the expense of experience are paying attention to only part of the equation.

A 2023 survey by Rakuten Insight also reflects the same findings — 50% of retail customers in ASEAN reported that they’d likely switch to a competitor if they didn’t receive good customer service. 

To unpack this further, our report found that younger generations have the highest expectations for customer experience – luckily, they’re also the most open to AI agents. Over 40% of Gen Z and Millennials are comfortable with AI agents creating personalised content, meaning retailers can use AI agents to tap into these important demographics.

50% of those surveyed are also optimistic about AI’s potential to enhance product quality and deliver faster, more efficient service, such as engaging with an AI service agent that can respond to questions and resolve issues 24/7.

But only if AI agents are trusted and transparent. 

Retailers can leverage AI agents to revitalise consumer trust

Businesses can set themselves apart by ensuring their AI agent interactions are transparent and trustworthy. This approach shouldn’t just be about keeping up with the latest technology; it’s about fostering a stronger relationship with customers.

Our report revealed that 64% of Singaporean consumers believe that advances in AI make it even more important for businesses to show their trustworthiness, while only 42% of customers trust businesses to use AI ethically, down from 58% in 2023. 64% also believe companies are reckless with customer data. 

Building trust looks the same for business buyers and consumers — fair pricing is the top concern, but ensuring service quality and protecting customer privacy and data are also key. 

Collaboration between humans and AI systems is at the heart of ethical, trusted AI practices. This can include the constant monitoring and optimisation of AI outputs, easy paths for customers to engage with a human and allowing users to report errors made by AI systems. 71% of customers believe it’s important for a human to validate the output of AI. With Agentforce, organisations can bring humans together with agents to drive customer success – powered by AI, data and action. Assistive agents can help employees in the flow of work by taking on time-consuming jobs, so employees can focus on more complex, high value tasks.

The new era of customer connection

Our State of the AI Connected Customer research highlights a major shift: ASEAN consumers are more open than ever to AI-driven interactions. However, businesses that fail to leverage the right AI platforms risk losing customer trust and miss out on a crucial competitive advantage.

It’s no longer enough for businesses to simply connect with customers‌ — ‌they need to be AI-connected in a way that enhances, personalises and streamlines every interaction. 

By integrating AI agents into customer engagement strategies, businesses can transform service delivery, reduce wait times, and create seamless, human-like interactions that customers value.

The opportunity is clear. Companies that embrace AI agents can build stronger, more consistent relationships with their customers while being more efficient. With Agentforce, retailers can meet rising expectations, provide 24/7 support and foster long-term loyalty‌ — ‌ensuring they stay ahead.