Adobe announced the India findings of its 2026 AI and Digital Trends Report, highlighting strong consumer interest in agentic AI and the increasing use of AI in shopping, customer service, and brand interactions.
The report is based on responses from 7,000 consumers and business leaders around the world and examines trends in digital transformation and AI adoption among businesses and consumers.
Our findings show that India has the highest consumer interest in agent-based AI in the Asia-Pacific region. Around 60% of Indian consumers said they would be interested in creating a personal AI agent, and 55% said they would interact with a brand’s AI agent if it were available.
According to the report, 58% of consumers are resistant to agent-to-agent interactions, while 61% would allow an AI agent to communicate with a brand’s human representative on their behalf. Adobe said these numbers are higher than those reported in other Asia Pacific markets.
Indian consumers have also shown an increased willingness to use AI throughout the purchase journey. The study found that 65% would use AI to find personalized product recommendations, 60% would use AI for customer support, and 62% would be willing to shop through a virtual AI concierge.
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Adobe Commenting on the development, Anindita Verli, Marketing Director, India, said, “India has emerged as one of the most receptive markets for agenttic AI in the Asia Pacific region, and we are seeing new opportunities for brands to deliver more personalized and effective customer experiences. “At the same time, consumers expect these interactions to be transparent, intuitive, and human-centric. As organizations move from experimentation to large-scale deployment, strong data foundations, governance, and trust will be essential to unlocking the full value of AI.”
The report also highlights factors that influence the trustworthiness of AI interactions. Having clear visibility that users are interacting with an AI was identified as the most important reassurance by 21% of consumers, followed by the ability to switch to a human agent at any time, cited by 17%.
More than half of respondents say AI-powered personalization saves them time, and 74% say they do it often or always. Additionally, 71% said they found AI-driven experiences useful.
However, the study found that transparency remains important. 21% of consumers said they wouldn’t care whether they interacted with an AI or a human as long as their needs were met, while 61% said they would stop engaging with a brand if they found out they were interacting with an AI when they were expecting a human. Additionally, 76% said AI interactions should be human rather than robotic.
The findings also pointed to a gap between consumer expectations and how companies measure AI success. According to Adobe, while consumers tend to evaluate AI experiences based on trust, transparency, and whether their needs are met, many businesses continue to focus on efficiency and cost-related metrics.
Duncan Egan, vice president of enterprise marketing for Asia Pacific and Japan at Adobe, added: “Consumer behavior is changing across Asia Pacific, with AI already emerging in brand discovery and poised to play a larger role in purchasing behavior. Many consumers are accustomed to agent-based AI, but said adoption relies on a defined, transparent context with the option of human support.”
On the business side, the report found that despite growing interest, enterprise-wide adoption of agent AI remains limited. Approximately 10% of organizations say they have embedded agent AI in customer support functions, and 9% have deployed agent AI in brand discovery and search.
Only 7% reported deploying agent AI at scale for marketing content creation and customer support, and 4% for customer onboarding and education.
The report identified several barriers to widespread adoption. 69% of executives cited data integration and quality issues, followed by talent and skills shortages at 65%, difficulty proving return on investment at 62%, and technology infrastructure limitations at 48%.
Adobe also reported an increase in the use of generative AI within organizations. Approximately 71% of companies said generative AI has increased the speed and volume of content creation, and 67% said it has enabled non-creative teams to create content.
“For many organizations, AI is already driving meaningful improvements in experience delivery and customer growth. Early results from generative AI are leading to accelerated agent adoption. But while enthusiasm for agent AI is high, most brands still need to build the data, governance, and orchestration capabilities that can scale these efforts,” said Egan.
