Salesforce’s latest State of the AI Connected Customer research reveals consumer trust in companies is at a record low and that AI is raising the stakes for brands in Singapore. Today, 64% of Singapore consumers believe that advances in AI make trust even more important, and with AI agents on the rise, the findings point to real opportunities for companies to win back consumers with trustworthy AI agents this holiday season. This opportunity is greatest with millennials, with 37% of Singapore millennial consumers saying they’d be comfortable having an agent shop for them.
Why it matters: Faced with a challenging holiday shopping season and sinking consumer trust, brands can’t afford to get AI wrong – especially as more than $200 billion in global online sales will be influenced by AI this holiday season. AI agents, or intelligent software that understands and responds to customer inquiries without human intervention, can help companies drive higher margins and keep consumers buying by delivering incredible customer service. From alleviating clunky purchase experiences to difficult return processes, there’s an agent for that. But to build trusted customer relationships, brands need trusted AI agents that are grounded in transparency and the right data.
Zoom in: Key Singapore findings of the AI Connected Customer research include:
Consumers trust less, expect more
Globally, consumer trust is at its lowest point in eight years, and advances in AI make earning that trust more critical than ever.
- Nearly three-quarters (74%) of Singapore consumers trust companies less than they did a year ago
- 61% of Singapore consumers feel companies are reckless with customer data
It’s not just about trust; Singapore consumers also expect best-in-class experiences.
- 75% expect consistent interactions across departments
- 71% prefer using fewer touchpoints to get information or complete a task
While better deals are a top driver for consumers to switch to a new brand, customer service experience, convenience, and consistent product or service quality drive more long-term brand loyalty in Singapore.
- 57% say poor customer service experience will stop them from making a repeat purchase from a company or brand
- Almost half (48%) of consumers say that inconvenience, such as a difficult return process or clunky purchase experience, will cause brands to lose them
Younger consumers in Singapore are most open to AI agents
The research shows millennials (53%) and Gen Zers (47%) are more willing than baby boomers (36%) to use AI agents to improve their customer experience by creating more personalised or useful content.
Millennials, in particular, hold companies to a higher standard when it comes to adapting to and anticipating their needs – 37% say AI raises the bar for customer experiences compared to 27% of Gen Zers and baby boomers.
Gen Z and millennial consumers in Singapore are more likely than older generations to consider the benefits provided by agents.
Transparency is key to building consumer confidence in the AI agent era
Despite the promise of young shoppers, many consumers in Singapore haven’t made up their minds on AI yet. Over half (54%) of consumers are neutral about AI’s impact on their personal lives, while 47% are neutral about its impact on their professional lives.
In fact, many consumers feel a mix of suspicion (31%) and curiosity (52%) about the future of AI — revealing a ripe opportunity for companies to help consumers see and understand the benefits of AI agents.
- Almost half (44%) of consumers would work with an AI agent instead of a person to avoid repeating themselves
- 39% of consumers – even more among Gen Z (46%) and millennials (44%) – would work with an AI agent instead of a person for faster service
- 30% of consumers — even more among Gen Z (37%) and millennials (39%) – would share their personal information with an AI agent so it can better anticipate their needs
To build confidence in the agent experience, businesses in Singapore need to bridge the trust gap through more transparency.
- 76% of consumers want to know if they’re communicating with an AI agent
- 60% are more likely to use an AI agent if there’s a clear escalation path
- 60% are more likely to use an AI agent if its logic is clearly explained
Salesforce perspective:
“With the upcoming holiday and festive season, retailers are under immense pressure to keep up with declining consumer trust and rising expectations in Singapore. But there’s also a huge opportunity – Singaporean consumers are more open than ever to AI. Autonomous AI agents can help businesses rebuild trust and scale to meet increasing demands during this season, by elevating and personalising customer experiences at scale in a trusted manner.” – Sujith Abraham, Senior Vice President and General Manager, Salesforce ASEAN.
Customer perspective:
“Since introducing Agentforce at Saks, we are beginning to see the real potential for its autonomous AI agents to augment our teams’ ability to provide personalized and efficient customer support. Agentforce will streamline routine tasks, such as order tracking, enabling our service teams to prioritize more meaningful customer interactions and focus on delivering a high-touch, tailored customer experience. We’re excited to continue enhancing our luxury shopping experience and exploring new ways Agentforce can continue to further elevate our service.” – Mike Hite, Chief Technology Officer, Saks Global.
Methodology:
Data is from a double-blind survey of 15,015 consumers, including 1,003 in Singapore, conducted between 26th July – 16th August 2024. The figures have been weighted and are representative of all Australia, Brazil, Canada, Denmark, Finland, France, Germany, India, Ireland, Italy, Japan, Netherlands, Norway, Singapore, Spain, Sweden, UK, and US adults (aged 18+). The survey was carried out online by YouGov.
About Salesforce
Salesforce helps organisations of any size reimagine their business for the world of AI. With Agentforce, Salesforce’s trusted platform, organisations can bring humans together with agents to drive customer success—powered by AI, data, and action. Visit www.salesforce.com for more information.
