The Digital 2027: Singapore report, released by We Are Social and Meltwater, reveals that 89.9% of Singapore’s internet users aged 16 and above have used an AI tool in the past month, surpassing the global average of 85.2%. Despite this, traditional search engines continue to be the leading source for brand research, with 88% of users relying on them monthly.
ChatGPT emerges as the most popular AI platform in Singapore, utilised by 48.7% of internet users, significantly higher than the global usage rate of 34.7%. Singaporeans primarily use AI for information retrieval (63.4%), problem-solving advice (39.6%), and efficiency (36.1%). However, only 34.6% feel comfortable using AI tools, placing Singapore ninth globally in AI comfort levels.
Whilst AI tools are increasingly popular, their role in purchase research is limited. Only 23% of users rely on AI for brand research, compared to 51% who use search engines. Social media also plays a crucial role, with 94% of the population having active social media identities and platforms like WhatsApp and Instagram being widely used.
Mimrah Mahmood of Meltwater emphasised the importance for brands to understand their presence across all channels, whilst Arthur Altounian of We Are Social highlighted the need for trust and creativity rooted in culture. The report underscores the need for brands to align technological confidence with trustworthy communication.
