KUALA LUMPUR: Malaysians are becoming increasingly comfortable with artificial intelligence (AI) while still valuing the empathy and reassurance that come from human interaction.
According to AI Natives Research by Zoom, Malaysians are among the most AI-ready in the Asia-Pacific region, with 98 per cent of respondents already using AI tools in their daily work.
The research shows that speed was identified as a key factor in customer engagement, with 59 per cent citing fast response times as the most important element when interacting with brands.
“At the same time, 63 per cent of respondents said they would stop engaging with a brand if its responses were slow or unhelpful,” it said.
Despite this demand for instant support, the study also found that most Malaysians still value human connection.
Some 83 per cent of respondents said they want the option to speak to a real person when issues are emotional or complex, underscoring that trust and empathy remain central to good customer experience even in an AI-driven world.
Zoom head of Asia Lucas Lu said AI natives are raising the bar with speed winning attention, but trust comes from human connection.
“Organisations that know when AI should lead and when a person should step in will earn loyalty, unlock growth and stay competitive,” said Lu.
In addition, the research highlights that AI-native workers tend to use AI for creative brainstorming and idea generation, while non-natives rely on it for administrative tasks such as research, translation and data processing.
Across both groups, the research said concerns around data privacy and security remained high, highlighting the need for responsible and transparent implementation of AI systems.
“The findings point to a future where businesses must blend automation with authenticity to meet the expectations of Malaysia’s digitally savvy consumers.
“Companies that successfully balance efficiency with empathy are likely to stand out as the nation continues to expand its digital economy and build toward the government’s AI Nation 2030 vision,” it added.
© New Straits Times Press (M) Bhd
