Consumers in India are forming emotional bonds with AI, with more than half active users considering tools as a “good friend,” according to Accenture research

Accenture’s latest Consumer Pulse survey of 18,000 consumers in 14 countries including India, presented in the report, “Me, my brand, and AI: The new world of consumer engagement,” explores how the adoption of AI is reinventing the consumer-brand relationship, influencing not just what people buy, but how they think, feel and engage.

A year ago, a majority (82%) of consumers in India were open to AI making purchases on their behalf. Today, they’re not just open – they’re emotionally invested, according to Accenture Consumer Pulse Survey 2025.

• More than half (56%) of active gen AI users in India – defined as people using gen AI tools at least weekly for personal and/or professional reasons – think of gen AI as “a good friend.”

• The vast majority (95%) of active gen AI users in India have or would consider asking gen AI for help with ...