New Delhi, Jan 28 (KNN) Indian consumers are extremely open to artificial intelligence (AI) adoption to drive better customer experiences, said a new research from software firm Pega systems.

Conducted by research firm Savanta, the study surveyed over 1,000 consumers in India on their views about AI as it relates to morality, ethical behaviour, and empathy. Of the respondents, 74 per cent constituted millennial and GenX.

The study found that Indian consumers generally trust new technologies like AI if they see the potential to improve their productivity and make things simpler. But at the same time, respondents still worry about the ethics behind AI and the potential for it to act with bias.

''In a still maturing market for technology adoption like India, it’s important for organizations to understand their customers’ perceptions, knowledge gaps, and preferences of AI to optimally implement it,'' the study said.

84 per cent of respondents agree AI has the potential to provide better customer experiences, improve brand reputation, and increase customer loyalty while almost 78 per cent said they are comfortable interacting with AI for business-related queries. Further, 60% of Indians are more likely to tell the truth to a chatbot or AI system.

75 per cent of those surveyed believe that machines can behave morally and thus make ‘good’ decisions based on empathetic considerations. In addition, 76 per cent of respondents in India believe that when an organization uses AI to make relevant, appropriate, and valuable offers to their customers, it is an example of AI demonstrating empathy.

85 per cent of those surveyed in India believe companies have a moral obligation to do what’s right (beyond what is legally required), and 79 per cent of respondents trust companies have customers’ best interests at heart.

''Our study found that Indian consumers are extremely open to AI and its benefits,” said Suman Reddy, managing director, Pega systems India.

“This presents an important opportunity for Indian companies to accelerate their AI adoption – particularly as the pandemic forces them to increase their digital engagement capabilities. By taking an empathetic and ethical approach to AI, businesses can ensure their customers’ faith in AI is rewarded with better service – which ultimately leads to an increase in customer loyalty,” he added.