Artificial intelligence (AI) is reshaping customer experience (CX) around the world. But in Asia-Pacific (APAC), the shift is unfolding across one of the most diverse and dynamic regions in the global CX landscape.

The fifth edition of “The State of Customer Experience” report by Genesys, based on global surveys of 5,811 consumers and 1,560 CX and business leaders, shows that APAC consumers are more positive about AI-powered CX than the global average. It also shows that CX organisations in the region are strongly focused on efficiency and automation, creating a clear foundation for AI-powered orchestration.

That combination matters. The region’s state of CX is not only about AI adoption. It’s about scale: consumers are familiar with AI-powered experiences, organisations are pushing towards automation and CX leaders are preparing for a future in which autonomous AI agents help coordinate customer journeys across systems, interactions and time.

For regional CX leaders, the opportunity now is to turn AI familiarity and automation momentum into the ability to orchestrate more consistent, outcome-driven experiences across a highly varied region.

APAC Is Ready for AI-Powered CX

Consumers in APAC are more optimistic about the potential of AI-powered CX than consumers globally. Eighty-four per cent believe AI will improve the quality and speed of customer service in the next two to three years, compared with 76% globally (CQ300). And

55% say they feel more positive about AI-powered customer service than they did two years ago, compared with 50% globally (CQ190).

This more positive view may be partly connected to consumers’ everyday familiarity with AI. Thirty per cent of APAC consumers say they use AI daily or almost daily as part of their job, compared with 25% globally (CQ220). And 31% use AI search engines daily or almost daily for personal reasons, compared with 25% globally (CQ230).

The generational picture reinforces this broader shift. Across the global sample, 82% of millennials, 80% of Gen Z consumers and 73% of Gen X consumers believe AI will improve the quality and speed of customer service over the next two to three years, compared with 60% of baby boomers (CQ300, by generation). For a region already more familiar with everyday AI, these expectations could further increase demand for faster, more intelligent and more connected experiences.

That demand aligns with how CX leaders in the region are orienting their organisations. Fifty-two per cent of APAC CX organisations optimise towards efficiency and automation, above 46% globally and higher than any other region (PQ410). This creates a clear regional mandate to use AI to reduce effort, increase speed and scale service more effectively.
But automation alone is not enough. Consumers still expect experiences that feel personal, connected and empathetic. The opportunity is to use AI-powered orchestration to make efficiency and empathy reinforce each other, rather than compete for investment and resources.

Regional Diversity Makes Consistency the Challenge

APAC’s scale and diversity are part of what make the region such a dynamic CX market.
But they also make consistency more difficult.

At the regional level, APAC organisations score close to the global average on several foundations of orchestration. Fifty-four per cent automatically provide previously collected customer information to agents, compared with 52% globally (PQ320). Thirty-five per cent say they are delivering extremely personalised customer service, matching the global average (PQ100). And 26% say they are significantly minimising customer effort, compared with 24% globally (PQ90).

But those averages mask wide variation across markets. For example, 70% of organisations in India automatically provide previously collected customer information to agents, compared with 42% in Japan and 37% in South Korea (PQ320). Personalisation shows a similar spread, with Thailand and India far ahead of Japan and South Korea (PQ100).

This is the central APAC challenge. Many organisations are already moving towards AI-powered CX, but maturity is uneven. Some markets appear well positioned to scale connected, personalised and lower-effort experiences. Others may need to strengthen the data, platform and operational foundations that make orchestration possible.

Agentic AI Can Move APAC from Automation to Orchestration

That shift is already beginning. Forty-four per cent of APAC CX organisations currently use agentic AI-powered or more autonomous virtual agents for customer interactions, compared with 41% globally (PQ270). And 86% of CX leaders expect autonomous AI agents are likely to orchestrate the customer experience within three years, compared with 82% globally (PQ250).

This matters because agentic AI can help organisations move beyond task-level automation towards broader orchestration across data, routing, workflows and resolution. In a region already familiar with AI and strongly oriented towards efficiency, those

capabilities could help CX teams scale faster while delivering more connected customer journeys.

But scaling that model requires more than deploying autonomous AI agents. It requires connected systems, usable data and a workforce ready to operate alongside AI. CX leaders in APAC are somewhat more likely than the global average to cite managing and maintaining data so it is usable for AI, at 50% versus 46%, and readiness and technical ability to adopt AI at scale, at 48% versus 44% (PQ220).

That makes execution the next test. To deliver on the promise of agentic AI, organisations will need to connect the foundations of CX — data, platforms, channels, workflows and people — in ways that make orchestration consistent across markets.

APAC’s Opportunity: Consistent AI-Powered Experience Orchestration

Taken together, the findings point to a region with strong AI familiarity, clear automation momentum and growing readiness for agentic orchestration.

The next step is to turn that momentum into consistency.

That means connecting data, systems, channels and workflows so AI can help organisations deliver faster, more personalised and more outcome-driven experiences across highly varied markets. It also means ensuring that automation doesn’t come at the expense of empathy, trust or customer connection.

For CX leaders in APAC, the opportunity is clear: Scale AI-powered CX in a way that reflects the region’s diversity while delivering a more consistent standard of experience from customer intent to resolution.

Explore the Full State of CX 2026 Report

The “State of Customer Experience 2026” report explores these shifts in depth, including how consumer expectations are changing, where CX leaders are investing, why AI readiness remains a challenge and how regional trends differ across global markets.

For CX leaders in Asia-Pacific, the findings point to a clear conclusion: The region has strong momentum towards AI-powered automation and agentic orchestration. But the next phase will depend on how well organisations turn AI familiarity and efficiency-focused investment into consistent, trusted and measurable customer outcomes.

Download the full report to explore both the global and regional findings, and learn how
today’s CX leaders are preparing for the agentic era of customer experience.

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