Mumbai: Consumers in India are forging deep emotional connections with generative AI (gen AI), with over half of active users describing these tools as “a good friend,” according to Accenture’s latest Consumer Pulse Survey 2025.
The survey of 18,000 consumers across 14 countries, detailed in the report “Me, my brand, and AI: The new world of consumer engagement,” reveals that gen AI adoption is reshaping how people think, feel, and engage with brands — influencing not just purchase behavior but emotional relationships.
In India, 56% of active gen AI users — those engaging with the technology at least weekly — view gen AI as a trusted companion. Nearly all (95%) have sought or would seek help from AI for personal development, while 89% have used it for social and relationship advice. A similar proportion (95%) turn to AI for purchase decisions.
Generative AI has rapidly become part of daily life, with 93% of Indian consumers using standalone tools like ChatGPT and Claude or accessing AI through social media and search. This shift comes amid rising uncertainty — 55% of consumers in India report unusually high levels of uncertainty, up sharply from 25% in December 2024 and 18% in 2023.
The research points to clear opportunities for brands. In India, 94% of consumers want tailored product recommendations, 91% prefer timely purchase suggestions, and 90% value being connected to a brand’s wider community. More than half (56%) would switch to a brand that makes them feel special, and loyalty program members are twice as likely to recommend brands online.
Vineet R Ahuja, MD & Lead – Strategy & Consulting, Accenture in India, said, “Our survey reveals a significant shift in consumer behavior in India, with generative AI becoming an integral part of their daily lives. The emotional bond that consumers are forming with AI is redefining their engagement and purchase decisions. Brands that use AI to deepen relationships and personalise services without losing the human touch, will earn lasting loyalty in this new era of discovery and trust.”
Accenture is already seeing this demand in action, supporting gen AI initiatives for brands such as Best Buy, Bath & Body Works, Unilever, and Mondelez International.
Amneet Singh, MD & Lead – Products, Accenture in India, added, “For brands in India, generative and agentic AI present a powerful opportunity not just for personalization, but to design meaningful, intuitive experiences that feel human. In an environment where consumer uncertainty is rising and AI trust is rapidly growing; brands must act now to define their role within AI ecosystems. That means optimizing content for AI-driven discovery and enabling experiential offerings that span physical and digital channels.”
