MUMBAI — AI might be hot, but it hasn’t made humans obsolete just yet. According to Twilio’s latest State of Customer Engagement Report 2025, a whopping 98 per cent of Indian consumers are more likely to buy when brand interactions are personalised in real time. But here’s the twist: they still want the human touch.

Despite high praise for AI-fuelled personalisation—with 80 per cent of Indians saying brands do a good job—only 30 per cent feel the experience is consistent. That’s a big disconnect in a market where 88 per cent will abandon a purchase if the experience feels cold or robotic.

The report, based on surveys with over 7,600 consumers and 600+ business leaders across 18 countries, points to a clear trend: AI helps, but empathy sells.

“Indian consumers are increasingly aware that while AI-powered personalisation influences buying behaviour, it is not a substitute for relevance, trust and human connection,” said Twilio VP of marketing, Asia Pacific & Japan, Nicholas Kontopoulos.  “Indian brands are already leading the way, demonstrating a deep understanding of the importance of AI and excelling at delivering personalised experiences. As they continue to scale their use of AI, the next step is to move beyond basic personalisation to true individualisation, where every interaction feels timely, contextual, and humanised. This means putting transparency at the centre, respecting customer preferences, and using data to serve, not just sell. The brands that will lead in India’s next wave of growth are those that get this balance right by blending intelligent automation with authentic engagement to earn loyalty and drive long-term impact.”

Indian brands are sprinting ahead in AI adoption, using it to personalise recommendations, smoothen shopping journeys, and boost trust. Nearly 8 in 10 Indian consumers now spend more with brands that offer personalised engagement.

But the future isn’t AI-only. 91 per cent of Indian consumers say AI interactions should still feel human, 55 per cent want the option to talk to a person when things go south, and 72 per cent want to know when they’re talking to a bot.

The report’s takeaway? Personalisation isn’t enough. The smart brands of tomorrow will blend AI with authenticity, serve with data, and earn their place in customers’ lives—not just their inboxes.