State of the AI Connected Customer: AI Agents Can Help as Consumer Trust Slips in Singapore

Salesforce’s latest State of the AI Connected Customer research reveals consumer trust in companies is at a record low and that Artificial Intelligence (AI) is raising the stakes for brands in Singapore. Today, 64% of Singapore consumers believe that advances in AI make trust even more important, and with AI agents on the rise, the findings point to real opportunities for companies to win back consumers with trustworthy AI agents this holiday season. This opportunity is greatest with millennials, with 37% of Singapore millennial consumers saying they’d be comfortable having an agent shop for them.

Why the Findings of the State of the AI Connected Customer Research Matter

Faced with a challenging holiday shopping season and sinking consumer trust, brands cannot afford to get AI wrong—especially as more than USD $200 billion in global online sales will be influenced by AI this holiday season.

AI agents, or intelligent software that understands and responds to customer inquiries without human intervention, can help companies drive higher margins and keep consumers buying by delivering incredible customer service. From alleviating clunky purchase experiences to difficult return processes, there’s an agent for that. But to build trusted customer relationships, Salesforce’s State of the AI Connected Customer research highlights that brands need trusted AI agents that are grounded in transparency and the right data.

Key Singapore findings of the AI Connected Customer research include:

 Consumers Trust Less, Expect More

Globally, consumer trust is at its lowest point in eight years, and advances in AI make earning that trust more critical than ever.

• Nearly three-quarters (74%) of Singapore consumers trust companies less than they did a year ago.
• 61% of Singapore consumers feel companies are reckless with customer data.

It is not just about trust; Singapore consumers, according to State of the AI Connected Customer, also expect best-in-class experiences.

• 75% expect consistent interactions across departments.
• 71% prefer using fewer touchpoints to get information or complete a task.

While better deals are a top driver for consumers to switch to a new brand, the AI Connected Customer notes that customer service experience, convenience, and consistent product or service quality drive more long-term brand loyalty in Singapore.

• 57% say poor customer service experience will stop them from making a repeat purchase from a company or brand.
• Almost half (48%) of consumers say that inconvenience, such as a difficult return process or clunky purchase experience, will cause brands to lose them.

Younger Consumers in Singapore Are Most Open to AI Agents

The State of the AI Connected Customer research shows millennials (53%) and Gen Zers (47%) are more willing than baby boomers (36%) to use AI agents to improve their customer experience by creating more personalised or useful content.

Millennials, in particular, hold companies to a higher standard when it comes to adapting to and anticipating their needs—37% say AI raises the bar for customer experiences compared to 27% of Gen Zers and baby boomers.

Gen Z and millennial consumers in Singapore are more likely than older generations to consider the benefits provided by agents.

Transparency Is Key to Building Consumer Confidence in the AI Agent Era

Despite the promise of young shoppers, Salesforce’s State of the AI Connected Customer research found that many consumers in Singapore have not made up their minds on AI yet. Over half (54%) of consumers are neutral about AI’s impact on their personal lives, while 47% are neutral about its impact on their professional lives.

In fact, many consumers feel a mix of suspicion (31%) and curiosity (52%) about the future of AI—revealing a ripe opportunity for companies to help consumers see and understand the benefits of AI agents.

• According to the State of the AI Connected Customer research, Almost half (44%) of consumers would work with an AI agent instead of a person to avoid repeating themselves.
• 39% of consumers—even more among Gen Z (46%) and millennials (44%)—would work with an AI agent instead of a person for faster service.
• 30% of consumers—even more among Gen Z (37%) and millennials (39%)—would share their personal information with an AI agent so it can better anticipate their needs.

The State of the AI Connected Customer research notes that to build confidence in the agent experience, businesses in Singapore need to bridge the trust gap through more transparency.

• 76% of consumers want to know if they are communicating with an AI agent.
• 60% are more likely to use an AI agent if there’s a clear escalation path.
• 60% are more likely to use an AI agent if its logic is clearly explained.

Salesforce Perspective on the State of the AI Connected Customer

“With the upcoming holiday and festive season, retailers are under immense pressure to keep up with declining consumer trust and rising expectations in Singapore. But there’s also a huge opportunity; Singaporean consumers are more open than ever to AI. Autonomous AI agents can help businesses rebuild trust and scale to meet increasing demands during this season, by elevating and personalising customer experiences at scale in a trusted manner,” said Sujith Abraham, Senior Vice President and General Manager at Salesforce ASEAN.

 Customer Perspective on the State of the AI Connected Customer

“Since introducing Agentforce at Saks, we are beginning to see the real potential for its autonomous AI agents to augment our teams’ ability to provide personalised and efficient customer support. Agentforce will streamline routine tasks, such as order tracking, enabling our service teams to prioritize more meaningful customer interactions and focus on delivering a high-touch, tailored customer experience. We’re excited to continue enhancing our luxury shopping experience and exploring new ways Agentforce can continue to further elevate our service,” noted Mike Hite, Chief Technology Officer at Saks Global.