SINGAPORE – Zendesk’s 2025 Customer Experience (CX) Trends Report reveals a pivotal shift in customer expectations: today’s consumers demand AI interactions that feel more human, personalized, and engaging than ever before. Organizations that lean into AI are reaping the benefits in terms of retention, revenue, and return on investments (ROI)–over two-thirds of CX leaders in Asia Pacific (APAC) report positive ROI from their AI tools in CX. This comes at a time when consumers in the region continue to warm up to the technology, with 79% holding favorable views towards AI–a 6% increase from the previous year. This is even more pronounced in Singapore, where favourability has leapt up from 53% to 70% in just a year.
Drawing on insights from over 10,000 global consumers and business leaders, Zendesk’s seventh annual report uncovers five critical trends that will shape the future of customer service, underscoring how human-centric AI is redefining customer loyalty and becoming a strategic edge for companies. The report highlights a growing divide between companies that embrace AI, termed “CX Trendsetters,” and those lagging behind in traditional approaches.
As consumer expectations continue to rise, businesses that integrate AI with a focus on empathy and personalization are gaining a strong advantage, building trust, and boosting customer retention. In fact, CX Trendsetters in APAC experience 56% higher customer acquisition rates, 45% higher customer retention rates, and 63% higher cross-sell revenue, proving a thoughtful approach to AI can be transformative—not just for creating memorable and meaningful customer experiences but also to the bottom line.
“AI should be more than just another technology we use—it’s a way to bring companies and customers closer, and it’s redefining the relationships we can build,” said Zendesk CEO Tom Eggemeier. “At Zendesk, we believe that AI should be in service to humans and help companies understand and better connect to their customers as individuals. When brands focus on creating genuine, human-centered AI interactions, they don’t just make things run more smoothly—they create trust, loyalty, and a lasting connection. This report shows that putting customers at the heart of AI is more than a smart strategy; it’s becoming the new standard for building loyalty in a rapidly changing world.”
Maureen Chong, Regional Vice President, Asia, Zendesk, added, “Consumers in Asia Pacific have spoken–they now view AI as essential to CX and want it to be more human-like, friendly and personalized. Organizations that have embraced AI–CX Trendsetters–say adopting AI at scale is crucial to surviving the competitive pressures that lie ahead. Those investing in AI to meet these emerging needs will be pleased to know that consumers are seeing the difference–80% of APAC consumers believe a clear gap is forming between companies that leverage AI effectively in customer service and those that don’t. A company’s customer service is now a key battleground for customer loyalty, and those that focus on human-centric AI will create a competitive differentiation that builds lasting customer loyalty.”
Five key trends from Zendesk’s 2025 CX Trends Report
Autonomous service accelerates with AI copilots
Companies are embracing AI copilots—AI tools that support agents by managing routine tasks and enhancing efficiency—as they move toward autonomous service models. Eighty-two percent of agents in APAC believe that having an AI copilot would help them do their job better, freeing them up to focus on more complex issues, thus enabling a smooth and scalable experience.
A majority (85%) of APAC CX Trendsetters report positive returns on AI tools for agents, as copilots improve both the customer journey and operational agility. Yet, the use of shadow AI–external tools unapproved for agent use–has jumped over 200% year-on-year. This is putting customer privacy, security, and service quality at risk.
As CX leaders move towards a model of autonomous CX, with 76% of them expecting 80% of customer interactions to be resolved without human intervention in the next few years, they are entrusted with the responsibility to ensure their customers’ data is kept safe and secure by providing AI solutions that prioritize reliability and security.
Consumer confidence rises with human-like AI agents
In 2025, consumers are looking for AI that goes beyond efficiency and feels genuinely human. In fact, 82% of APAC consumers say it’s important for AI agents to have human-like traits, with a similar proportion (80%) calling out the friendliness of AI agents as crucial for a positive experience. A growing number of consumers across APAC believe AI improves the quality of customer service, a sentiment that has grown as much as 12% year-on-year among consumers in Singapore. With over three-quarters of APAC consumers saying they are more likely to trust AI agents that embody traits like friendliness and empathy, companies are prioritizing AI that’s engaging, relatable, and authentic.
This focus on human-like AI is yielding strong results. CX leaders who invest in this approach report a significant boost in customer satisfaction and loyalty. By infusing AI with personality and warmth, companies are better positioned to meet rising expectations, differentiate themselves from competitors, and build lasting relationships with customers.
Shabib Sheikh, Vice President of Customer Support and Success, Vagaro, says “AI is an integral part of who we are and it’s allowing us to do more with less. By leveraging Zendesk’s AI, we’ve resolved 44% of incoming requests, reduced resolution time by 87%, and most importantly increased CSAT to 92%—setting a new standard for the beauty and wellness industry.”
Personal AI assistants shape the future of customer interactions
Personal AI assistants, like Siri and Alexa, are becoming integral to daily life, leading consumers to expect assistant-driven experiences in customer service, too. Eighty-one percent of consumers in APAC are ready to delegate tasks like tracking orders and receiving personalized recommendations to AI, indicating an opportunity for companies to embrace assistant-first experiences. This shift marks the beginning of a more convenient, AI-led interaction model that frees consumers to focus on what matters most to them.
CX leaders preparing for an assistant-first world are already ahead, designing seamless interactions where AI handles routine requests, allowing human agents to focus on high-impact areas. With consumers increasingly expecting instant service through AI assistants, companies that prioritise these tools will deliver the frictionless, responsive experience that today’s customers demand.
Voice AI gains ground as the preferred channel for complex issues
As Voice AI technology advances, customers are finding it easier to articulate their needs through voice, particularly for complex issues. 61% of APAC consumers have already engaged with Voice AI and 73% want to adopt these technologies for their ability to have natural and conversational interactions.
By helping companies better connect with consumers across multiple platforms, including phone, messaging, and in-app, Voice AI offers consumers the sense of being “heard” and understood. This capability is especially valuable in handling nuanced inquiries, as Voice AI provides a more seamless experience that resonates with users seeking efficient yet personal support. In fact, 89% of CX Trendsetters in APAC recognize it as the next evolution in customer communication.
Personalisation redefines customer loyalty
Personalized service is now a defining feature of customer loyalty, and AI is raising the bar–72% of APAC consumers expect more personalized service with AI. As their expectations for great service rise, consumers in APAC have an increasingly low tolerance for bad experiences, with 70% willing to switch to a competitor due to just one bad experience–a trend that’s grown by 10% year-on-year. Those on the frontlines face a similar reality–70% of customer service agents in APAC report seeing less brand loyalty among consumers.
As CX leaders double down on personalization to enhance customer relationships, loyalty is becoming the ultimate power metric in today’s competitive landscape. Through personalized recommendations and tailored responses, AI enables companies to create unique, meaningful experiences that meet and exceed customer expectations for relevance and value.
Fifty-five percent of APAC companies seen as Trendsetters are prioritising using AI to personalize the customer experience. As they embrace AI, they are realising tremendous value and are 172% more likely to report high ROI from AI, solidifying their position as leaders in the AI-powered CX era.
The path forward for CX leaders
Zendesk’s 2025 CX Trends Report offers a roadmap for businesses looking to thrive in an AI-driven world. Companies aiming to lead must integrate AI with a human-centric approach, focusing on empathy, personalization, and transparency to meet customer demands. Download the full Zendesk 2025 CX Trends Report here for a comprehensive look at the five trends shaping the future of customer experience and the steps companies can take to become CX Trendsetters.
Methodology
Data from CX Trends comes from two survey sources. Zendesk surveyed nearly 5,100 consumers and 5,400 customer service and experience leaders, agents, and technology buyers across 22 countries and organizations, ranging from small businesses to enterprises. The data was collected between June and July 2024. Results from each survey were weighted to remove bias from the survey samples.
