98% of Indian consumers buy more with real-time personalisation: Report
A new report from Twilio, the customer engagement platform, indicates a significant embrace of artificial intelligence (AI) among
Indian consumers
for
personalised experiences
. However, the findings also highlight a continued desire for human interaction and transparency, suggesting a need for brands to balance technological advancement with authentic engagement.
Twilio's sixth annual State of Customer Engagement Report, based on a global survey including Indian consumers and business leaders, reveals that while AI is delivering measurable results for businesses, customer perception is still catching up. A notable gap exists between what brands believe they are providing and what customers genuinely experience.
Indian businesses are increasingly adopting AI to tailor customer experiences, analysing data for consistent communication across various channels and to meet evolving customer expectations. These efforts appear to be yielding positive results, with close to eight in ten (79 per cent) Indian consumers reporting increased spending with brands that personalise their engagement.
Furthermore, 98 per cent state they are more likely to purchase when engagement is personalised in real-time.
The report also notes that 90 per cent of Indian consumers value personalisation, expecting it to provide relevant recommendations (71 per cent), simplify shopping (66 per cent), and enhance confidence in a brand's legitimacy (65 per cent).
Despite these positive indicators, customer sentiment is not without its complexities. While 80 per cent of Indian consumers believe brands do a good or excellent job at personalisation, only 30 per cent feel that engagement happens consistently.
This inconsistency presents an opportunity for brands to evolve from isolated personalised interactions to continuous, individualised experiences. The impact of this disconnect is tangible: 70 per cent of Indian consumers are "much more likely" to purchase with personalized engagement, while 88 per cent will abandon a purchase if the interaction feels impersonal.
Conversely, the 98 per cent of Indian consumers more likely to make purchases with real-time personalized engagements underscore the potential for brands to align AI-driven automation with actual customer experience for improved conversions.
Despite the growing acceptance of AI, Indian consumers continue to value human involvement in their brand interactions. A significant 91 per cent believe it is important for AI-powered brand interactions to feel human-like. More than half (55 per cent) also expressed a desire for the option to speak with a person if AI fails to effectively resolve their issue.
Transparency also emerges as a key factor. Over seven in ten (72 per cent) consumers want to be aware when they are interacting with AI, highlighting the importance for brands to implement clear visibility and control measures.
Additionally, a majority (87 per cent) of Indian consumers prefer to choose how brands communicate with them, rather than having AI agents automatically determine their preferences. This indicates a desire for continued control and autonomy in their interactions.
"Indian consumers are increasingly aware that while AI-powered personalisation influences buying behaviour, it is not a substitute for relevance, trust and human connection," stated Nicholas Kontopoulos, VP of marketing, Asia Pacific and Japan at Twilio.
He added, "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.'
The report concludes that in a competitive market where
customer loyalty
is increasingly difficult to secure, brands can no longer view trust and personalisation as optional.
The 2025 State of Customer Engagement Report suggests that basic personalisation is no longer sufficient. The future of customer engagement lies in individualisation, built upon relevant, timely, tailored, and trustworthy customer interactions. By investing in transparent, data-driven and AI-powered engagement strategies, Indian brands have an opportunity to bridge the expectation gap, build trust, deepen relationships and differentiate themselves in the marketplace.
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