Study: 65% of Singaporeans prefer shopping recommendations by AI over humans

As technology continues to advance rapidly, Singapore is always at the forefront of adopting and embracing new tech. In fact, when it comes to artificial intelligence (AI), 81% of Singaporeans believe those not learning about AI will be left behind.

According to a study by McCann Worldgroup titled the "Truth About Singapore", 77% of Singaporeans also agree that seamless customer service, whether human or robotic, is of the highest importance.

These findings are derived from over 243,579 unique data points across a survey of 2,035 Singaporeans spanning the complete demographic mix. The data was collected by Truth Central, McCann Worldgroup’s consumer insights division, over two years, in three waves.

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When it comes to the online space, 65% of Singaporeans would prefer shopping recommendations made by AI than by a real human being. This has led to the development of ChatGPT-powered eCommerce AI such as Lazada's LazzieChat, said the study.

Singaporeans also prefer exploring different viewpoints online rather than in person with 73% of Singaporeans claiming that they go online to engage with diverse perspectives.

Surpassing the global average of 31%, 45% of Singaporeans choose texting over physical gatherings too.

Interestingly, one in two Singaporeans have expressed that they would be open to becoming friends with robots. This is due to a need for connection that digital communications are unable to meet, added the report.

However, there is a balance between eagerness and caution when it comes to placing complete trust in AI. Whilst AI is seen as beneficial in the service line and in forming connections, the same cannot be said for the health industry where human counsel is still preferred when it comes to health and wellbeing.

According to the study, 22% of Singaporeans still prefer humans over AI for health advice and 14% prefer humans over AI for diagnosis and therapeutic counselling.



In the world of marketing, 72% of marketers in Singapore have exposure to AI.

In fact, the AI and Generative AI (Gen AI) market sizes in Singapore are projected to grow at a compound annual growth rate of 28% and 46% respectively by 2030. This is according to a study by Google Live Marketing and Accenture where it uncovered the business impact of AI for marketing. 

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