India has emerged as the most receptive market for agentic artificial intelligence in the Asia Pacific region, with 60% of consumers expressing interest in creating their own personal AI agents, according to Adobe's 2026 AI and Digital Trends Report. The findings highlight a growing shift in consumer behaviour as AI increasingly becomes part of everyday digital experiences, from shopping and customer service to personalised recommendations.
The report suggests that Indian consumers are adopting AI-enabled interactions at a faster pace than many businesses anticipated. Around 55% of respondents said they would be willing to interact with a brand's AI agent if one were available, while 58% said they were comfortable allowing AI agents to communicate with other AI systems on their behalf. A further 61% said they would trust an AI agent to interact with a company's human representative to complete customer service requests or transactions.
Adobe's findings indicate that AI is already becoming an integral part of the consumer journey. About 65% of Indian consumers said they use AI to receive personalised product recommendations, while 60% rely on AI-powered customer support. Another 62% said they would be comfortable shopping through a virtual AI concierge, signalling growing acceptance of AI-assisted commerce across the country.
The report also points to a widening gap between consumer expectations and business readiness. While Indian consumers increasingly evaluate AI experiences based on trust, transparency and whether the technology genuinely helps them accomplish tasks, many organisations continue to measure AI success primarily through operational efficiency and cost savings. Adobe said this disconnect could influence how brands approach the next phase of AI adoption.
Trust emerged as one of the strongest themes in the study. Around 21% of respondents said clear disclosure when interacting with AI systems would increase their confidence, while 17% identified the ability to switch to a human representative at any point as an essential safeguard. The findings suggest that consumers continue to value human oversight even as they become more comfortable with autonomous AI experiences.
On the enterprise side, the report found that large-scale deployment of agentic AI remains limited despite growing interest. Only a small proportion of organisations have implemented AI agents across customer support, brand discovery, content creation or onboarding workflows. Businesses also identified several barriers to wider adoption, including data integration challenges, shortages of AI talent, uncertainty around return on investment and infrastructure limitations.
Adobe also found that generative AI is already delivering measurable productivity gains. More than seven in ten organisations reported improvements in the speed and scale of content creation, while many said AI had enabled employees without creative backgrounds to produce marketing assets more efficiently. These findings suggest that businesses are moving beyond experimentation and beginning to integrate AI into day-to-day operations.
The report positions India as a significant growth market for agentic AI, particularly as brands invest in AI-powered commerce, customer engagement and personalised digital experiences. It also indicates that consumers are prepared to embrace AI assistants at a faster pace than many organisations have planned for.
As businesses prepare for the next phase of AI adoption, Adobe argues that success will depend not only on deploying more capable AI systems but also on building consumer trust through transparency, responsible governance and human-centric experiences. For marketers, the findings reinforce that the future of customer engagement may increasingly be shaped by AI agents acting on behalf of consumers rather than consumers interacting directly with brands.