Study: 73% of SEA shoppers say yes to AI but still want human support

A new regional study by SleekFlow reveals that while artificial intelligence is becoming an essential part of the customer journey in Southeast Asia, 73% of shoppers prefer it to enhance - not replace - human interaction. The findings reflect a growing demand for hybrid service models where AI handles routine tasks, but people remain central to more complex and emotional support.

SleekFlow's latest whitepaper, "AI Transformation in SEA: Aligning Consumer Demands with Business Goals," surveyed 1,100 respondents across Singapore, Malaysia, and Indonesia. The preference confirms the shift in AI's role from an exciting experiment to an essential cog in the customer experience machine.

"AI is no longer about replacing people. It's about amplifying the human impact," said Asnawi Jufrie, VP and GM of SleekFlow Southeast Asia, in a release. "Customers want instant, intelligent answers, but also reassurance, empathy, and trust. Our vision is to equip businesses with AI agents that don't just automate, but understand, so they can scale without losing what makes their brand human."

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The report also underlines AI's growing influence on conversion. Across the region, over 70% of consumers said AI positively affects their final purchase decision, especially when it offers tailored discounts and relevant product recommendations.

In Singapore, 73% of respondents said they were more likely to purchase when offers were personalised. That figure rose to 80% in Malaysia and 86% in Indonesia. But personalisation alone isn't enough - relevance is the real driver. Consumers are increasingly resistant to generic targeting, expecting contextual intelligence rather than spammy guesswork.

Fast, not cold

Speed is where AI excels. Most respondents said they wouldn't wait more than five minutes for a human customer service agent. AI, by contrast, delivers round-the-clock, near-instant responses - making it ideal for tasks like tracking orders, retrieving product information, or completing checkout.

But the human touch still matters. When problems become complex - or emotionally charged - people turn back to people. Roughly 70% prefer AI for simple tasks, but a near-identical proportion believe human support is still critical for handling nuanced issues.

"As we enter the phase of the AI era where artificial intelligence is now widely considered and adopted by many businesses, we at Carousell Luxury are no different," said Tresor Anne Tan, director of client relations at Carousell Group.

"The prevalence of AI adoption also means we can utilise such features to evaluate our business operations more effectively and for the benefit of our community. AI agents will very likely be even more human-centric in the coming years (possibly months!) which, in turn, will mean a speedier yet still personable service for our customers who are looking to buy from and sell their luxury items to us," Tan added.

The whitepaper doesn't just speak to consumers - it also reflects growing business urgency. Among 570 companies surveyed, 67% have already implemented AI tools, primarily chatbots. In Indonesia, nearly two-thirds of businesses said AI has improved customer satisfaction, particularly in early-funnel stages such as awareness and consideration.

Yet barriers remain. Cost is the most frequently cited hurdle, followed by limited in-house capability and concerns about return on investment. But SleekFlow suggests the risk of doing nothing may soon outweigh the investment required to adapt.

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