Singapore Gen Z lose brand trust over generic AI replies: survey

Singapore’s AI natives use an average of five different AI applications — more than their non-AI native counterparts, who average just three.

More than half of young Singapore consumers say that generic, copy-paste responses from AI agents negatively impact brand loyalty, according to a new study commissioned by Zoom.

Among respondents aged 18 to 24 — referred to in the study as “AI natives” — 53% cited impersonal or repetitive AI responses as the top reason for losing confidence in a brand.

Whilst this group is generally comfortable with AI and uses it widely, the data revealed a strong demand for more tailored and effective interactions.

The research showed Singapore’s AI natives use an average of five different AI applications — more than their non-AI native counterparts, who average just three. Despite this, 92% still want the option to escalate to a human agent during customer service interactions.

AI natives are not rejecting AI outright. In fact, 76% believe businesses should offer AI tools to speed up resolutions. However, they expect these tools to work in tandem with human agents who can better understand and address complex or nuanced issues.

This preference for hybrid support is also seen in their workplace attitudes. 65% of AI natives in Singapore have a positive outlook on AI at work, compared to just 48% of non-AI natives.

Still, concerns remain — with 57% of AI natives pointing to the accuracy of AI-generated content as a key issue. In contrast, non-AI natives were more concerned with data privacy and security, cited by 58% as their top concern.

The study also highlighted a significant gap in expectations around workplace tools. 87% of AI natives in Singapore say employers should provide access to AI tools, compared to 74% of non-AI natives — a difference that is notably wider than in most other APAC markets.