JAKARTA - A recent study from Kantar for Zoom reveals the emergence of a new generation in Asia Pacific called AI natives, young people aged 18-24 who grew up in the era of artificial intelligence (AI) and are now actively using it.
In the study, which involved 2,551 respondents aged 18–45 across eight countries in the Asia Pacific region, 78% of AI natives in Indonesia desire AI services—particularly for a faster and more efficient customer experience, including receiving instant responses.
However, 70% of them still want to be able to escalate their complaints to a human agent, with 68% of AI natives hoping that the agent already understands the context of the problem without them having to repeat the story from the beginning.
"Younger generations in Indonesia, for example, emphasize that human connection remains irreplaceable," said Lucas Lu, Head of Asia at Zoom, in the report, quoted on Thursday, November 13.
Furthermore, the research also found that AI natives in Indonesia are less likely to immediately stop using a brand after a bad experience (42%), but they are more likely to express their disappointment publicly (62%).
Some examples of bad experiences with a brand's service include users encountering different content recommendations on different devices, even when using the same account, or receiving different responses from chat, email, and phone channels for the same issue.
Although only 52% feel these bad experiences affect their loyalty to a brand, their habit of sharing negative experiences with others can have a significant impact on a brand's reputation.
To avoid this, brands need to understand what customers truly want. For Indonesian AI natives, clear and transparent communication (68%), practicality (57%), and a quick response (55%) are key.
Non-AI natives expressed similar sentiments, stating that speed of response (65%) is the main factor in their loyalty to a brand.
A brand's inability to provide a solution quickly is the biggest factor affecting their loyalty (60%), far above the average for AI natives in the Asia Pacific (44%).
"Companies also need to design their use of AI to provide a fast, easy, and transparent experience, while maintaining a human touch to build trust," Lucas emphasized.
The English, Chinese, Japanese, Arabic, and French versions are automatically generated by the AI. So there may still be inaccuracies in translating, please always see Indonesian as our main language. (system supported by DigitalSiber.id)
