India has emerged as a global frontrunner in generative AI adoption, according to Adobe’s latest Digital Trends 2025 report, released in collaboration with Econsultancy. The country leads the world with 23% of its organisations already demonstrating measurable return on investment (ROI) from working generative AI solutions—nearly double the global average of 12%.

The report, which surveyed 354 executives and 841 consumers in India, signals a paradigm shift in how Indian enterprises are leveraging AI to automate customer journeys, boost engagement, and improve retention. Three growth levers identified by senior executives include automation of the customer journey (79%), personalisation at scale (78%), and predictive analytics for loyalty (76%).

Agentic AI on the rise

One of the standout trends is the growing popularity of agentic AI—autonomous digital assistants that deliver seamless, proactive customer experiences. More than half of Indian consumers now prefer AI assistants over static digital interfaces for tasks such as scheduling (56%), tech support (56%), and order placements (52%). Additionally, 68% respond positively to real-time financial alerts and budget recommendations from banks, indicating a readiness for personalised, anticipatory services.

Challenges in real-time personalisation

Despite the high adoption rate of AI, only 16% of practitioners rate their customer experience delivery as “exceptional.” Fragmented data is a major bottleneck, with 79% of practitioners stating it impairs their ability to personalise in real time. Meanwhile, 47% of respondents cite privacy and data security concerns as key barriers to integrating cross-functional customer data.

Balancing innovation with human creativity

Even as 85% of Indian executives expect generative AI to significantly accelerate content production, the technology is also adding pressure to marketing and CX teams—66% of whom report being overwhelmed by the pace of change. Adobe recommends a cross-functional, test-and-learn approach to address this challenge while maintaining ethical alignment and creative oversight.

India's edge in JAPAC

India also leads the JAPAC region in realising ROI from generative AI in chat and customer support, with 33% of organisations reporting measurable returns. The nation’s marketers and CX leaders are increasingly aligning on responsibility structures, with 60% stating IT teams drive customer experience strategies—a contrast to global inconsistencies.

Conclusion: a blueprint for AI-led growth

Adobe’s findings position India as not just a leader in AI adoption, but as a potential blueprint for how to scale personalisation, balance automation with creativity, and meet rising consumer expectations through agentic AI. The report emphasises that fostering collaboration, addressing privacy challenges, and building internal capabilities will be critical to sustaining momentum in 2025 and beyond.