TLDR: A recent Accenture Consumer Pulse Survey 2025 indicates that over half (56%) of active generative AI users in India consider the technology a ‘good friend,’ signifying a profound shift in consumer behavior and their engagement with brands. This emotional bond extends to seeking advice on personal development, relationships, and purchase decisions, highlighting AI’s growing role as a trusted companion in daily life.
Mumbai, India – A groundbreaking study by Accenture, the ‘Consumer Pulse Survey 2025,’ reveals a significant evolution in how Indian consumers interact with generative artificial intelligence (AI). The research highlights that over half (56%) of active generative AI users in India now perceive the technology as ‘a good friend,’ indicating a deep emotional connection and a transformative shift in consumer engagement and brand relationships.
The survey, which encompassed 18,000 consumers across 14 countries, including India, is detailed in the report titled ‘Me, my brand, and AI: The new world of consumer engagement.’ It underscores that generative AI is no longer merely a tool for efficiency or personalization but is rapidly becoming a confidant and trusted advisor in consumers’ daily lives. Globally, over one-third (36%) of active gen AI users share this sentiment of considering the technology a ‘good friend.’
In India, the adoption and integration of generative AI are particularly pronounced. Active users, defined as those engaging with the technology at least weekly, demonstrate a remarkable reliance on AI for various aspects of their lives. A staggering 95% of these users have either sought or would consider seeking assistance from AI for personal development goals. Similarly, 89% have utilized AI for social and relationship advice, showcasing the technology’s role in intimate and personal matters. Furthermore, 95% of active gen AI users turn to it for guidance on purchase decisions, solidifying its influence in the consumer journey.
Approximately 93% of Indian consumers are already using standalone generative AI tools like ChatGPT and Claude, or accessing AI functionalities through social media and search platforms. This widespread adoption comes amidst a backdrop of increasing uncertainty, with 55% of Indian consumers reporting unusually high levels of uncertainty, a sharp increase from 25% in December 2024 and 18% in 2023.
For brands, these findings present both challenges and immense opportunities. The survey suggests that brands must adapt to this new paradigm where AI mediates consumer interactions. Indian consumers are increasingly seeking deeper, more personalized retail experiences: 94% desire tailored product recommendations, 91% prefer timely purchase suggestions, and 90% value being connected to a brand’s wider community. The emotional connection is paramount, as more than half (56%) of consumers 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, commented on the findings, stating, “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 personalize services without losing the human touch, will earn lasting loyalty in this new era of discovery and trust.” This sentiment underscores the need for brands to leverage AI not just for transactional efficiency but for fostering meaningful, human-like connections with their audience.
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The report also highlights that 30% of active gen AI users trust AI suggestions more than those from friends, retailers, or even traditional search engines, signaling a fundamental shift in trusted information sources for consumers.
