According to a recent study by Adobe, Singaporean brands are lagging behind their global peers in leveraging AI, despite consumers becoming more inclined towards AI-enabled tools and services over human interaction. The study found that nearly half of consumers in Singapore prefer AI-assisted brand interactions over human input, particularly for exploring new products and services, surpassing the global average of 40%. However, only 12% of Singaporean brands adopt generative AI to enhance customer experience, lower than the global average of 17%. On the other hand, Singapore beats global peers in rolling out upskilling initiatives for its staff working with generative AI. The study also found that while 61% of consumers prefer AI, they are still concerned about non-consensual use of their personal data, and 64% are concerned that too much data will be collected.