Twilio Study Reveals India Ahead In AI-Powered Customer Service

Indian consumers are at the forefront of AI-powered customer support, showing both enthusiasm and discernment in how they engage with automated experiences. New research from Twilio (NYSE: TWLO), the customer engagement platform that powers real-time, personalised experiences for leading global brands, reveals that India leads the Asia Pacific and Japan (APJ) region in AI adoption and comfort level, but consumers’ trust in AI remains conditional on clear guidance, data security, and the ability to seamlessly escalate to a human agent.

The study, titled “Decoding Digital Patience: Are Asia Pacific’s Digital Users Losing Their Cool?” finds that more than half (55%) of Indian consumers are satisfied with current AI-powered customer experiences, the highest rate across the region. Additionally, two in three (65%) describe themselves as patient when engaging with brands through digital or automated service channels, such as chatbots, live chat, or IVR. When judging a good service experience, consumers locally prioritise quick resolution (44%), clear step-by-step guidance (43%), and data security (38%). This points to a digitally mature, discerning customer base that values empathetic service journeys and consistent, friction-free experiences.

Optimistic about Agentic AI, but guardrails are essential

This expectation extends to the next phase of automation: agentic AI, which can act on behalf of consumers to complete tasks or make decisions with consent. Nearly three in four Indians (72%) say they are comfortable with businesses using agentic AI to assist them, compared to the APJ average of 62%, reflecting strong optimism toward its potential for speed, accuracy, and 24/7 availability. Some key areas where Indians feel ready for agentic AI are booking or managing appointments (67%) and making minor purchases on their behalf (64%).

However, when it comes to agentic AI, consumers remain cautious about privacy or data security risks (35%), difficulty holding anyone accountable if something goes wrong (34%), and AI not understanding their needs and asks (33%), highlighting that consent, clear guardrails, and human oversight are essential to maintaining trust.

Empathy remains a key differentiator in an AI-driven world

Despite the growing comfort with AI, human connection remains indispensable. Nearly half of Indian consumers (46%) prefer to start directly with a human agent even if it takes longer, and 97% value the ability to easily transfer from AI to human assistance when necessary.

“Indian consumers are bullish on AI and show high digital patience, but they demand a specific exchange: efficiency for trust,” said Nicholas Kontopoulos, Vice President of Marketing, Asia Pacific & Japan, Twilio. “For brands, this means building hybrid journeys where automation delivers speed but is underpinned by absolute data security and a seamless handoff to human agents when needed. That’s how digital patience is earned.”

Digital patience is contextual, not universal

While Indian consumers are generally patient, their patience varies by context. It peaks in high-stakes interactions such as healthcare, including following up after consultations (72%), and getting pre-authorised or insurance coverage details for costly treatments (70%). In contrast, the lowest patience is observed in retail and e-commerce, where convenience and immediacy define consumer expectations. Only 61% of consumers remain patient when dealing with incorrect or damaged items, and 60% when chasing delayed or missing deliveries.

Consumers are also willing to accept short delays if it leads to better service outcomes. 63% say they are comfortable waiting longer for improved security, and 60% are willing to wait if it means more accurate customer support. This preference is tangible, as 56% would even pay extra for these enhanced benefits.

Taken together, these findings indicate that while Indian consumers' patience is not fixed, it is a calculated exchange based on the perceived value of the transaction, with a willingness to trade speed for assurance, security, and accuracy.

Bridging the AI experience gap

The top pain points for Indians using existing AI-led customer support are scripted or robotic answers (42%), limited or generic responses (39%), not understanding the question (37%), and no clear way to escalate to a human (33%). These gaps directly erode patience and increase the likelihood of switching channels or abandoning interaction.

Brands must increasingly design for digital patience 

As expectations rise, successful brands should consider four levers when designing AI interactions: clarity about AI’s role, choice to reach a human, when possible, continuity across channels and agents, and care through an empathetic, conversational experience. When done right, these elements help extend digital patience and turn it into a competitive advantage.