APAC firms lean on AI CX as costs rise, trust gap widens: Zendesk
SINGAPORE, SINGAPORE — Companies across the Asia-Pacific region are increasingly turning to artificial intelligence (AI) to meet rising customer expectations, as economic pressures and competitive markets push firms to deliver faster, more personalized, and more transparent service, according to a report from eCommerceNews Asia.
Zendesk’s 2026 Customer Experience Trends report surveyed nearly 4,000 APAC consumers and customer service professionals to show the increasing need for contextual intelligence, which needs AI, data, and human understanding to function.
Rising expectations and personalization gaps in APAC
Across APAC, 77% of consumers said their service standards had risen over the past year, with 75% seeking more personalized experiences powered by AI.
Yet the study found a gap between expectations and corporate priorities. Only 49% of customer experience (CX) leaders prioritized deeper personalization, while just 35% of organizations provided a full, inspectable decision trail for AI-driven choices.
“AI is not the differentiator anymore. How intelligently you apply it is. When 85% of CX leaders say one unresolved issue is enough to lose a customer, speed, accuracy, and empathy become non-negotiable,” said Tom Eggemeier, CEO of Zendesk.
“The best systems connect past interactions to present intent to anticipate what is next, putting contextual intelligence in action,” Eggemeier added.
The survey also noted frustration among consumers when agents lacked memory across channels. While 81% wanted ongoing conversations without backtracking, 72% reported irritation at repeating information.
Only 37% of APAC agents said building trust and transparency was a top priority, despite 83% of CX leaders acknowledging that maintaining context strengthens relationships and reduces friction.
AI transparency and multimodal support
The need for transparent AI decision-making processes became a major issue because 96% of consumers expected companies to provide complete explanations about their automated decision-making systems.
Zendesk reported that 80% of CX leaders agreed that transparency would soon be mandatory for customer-facing AI.
The study found that 84% of consumers preferred brands that provided voice, chat, and visual support through one unified system. The study showed that consumers now prefer to use multiple communication methods during their service interactions.
“Customers here aren’t just looking for a speedy reply—they want instant resolution, deep [personalization], and transparent, understandable AI. APAC [organizations] investing in AI maturity are seven times more likely to see improvements in customer churn,” said Mitch Young, Zendesk’s Senior Vice President for APAC.
Businesses that implement AI-powered customer service systems will transform how outsourcing works in their operations.
Service providers who deliver solutions that combine multiple services with complete transparency and data analysis capabilities will achieve a higher market share because APAC companies require solutions that support their increasing business demands while maintaining their operational efficiency and unique market position.
