A recent report from Braze’s 2026 Customer Engagement Review highlights a significant disparity between marketers’ confidence in AI and consumers’ perceptions in Singapore. Whilst 93% of marketers believe AI enhances their understanding of customer needs, only 53% of consumers agree, revealing a 40-point gap. This data, drawn from 6 billion global user profiles and surveys of 4,000 consumers and 2,200 marketing executives across 17 countries, underscores the challenges in AI adoption.
Singaporean marketing leaders report that 67% have seen improved customer satisfaction and 60% have noted higher retention due to AI-driven engagement. However, 57% cite complex compliance and governance as barriers to AI adoption, 54% express concerns over potential customer backlash or data misuse, and 46% note hesitation among leadership and employees. Additionally, 49% worry that AI could erode the human touch in brand content, despite 64% expecting AI to enhance customer experience through personalisation.
In Singapore’s digitally advanced and privacy-conscious market, the focus may need to shift from rapid AI deployment to transparent and responsible usage to create genuine value for customers.
