APAC consumers demand trust and control in AI-driven future

Brands are facing pressure to deliver authenticity.  

Asia-Pacific (APAC) is at a crossroads as brands grapple with rising consumer expectations fueled by economic pressures, technological advancements, and shifting cultural values. Andrea Ng, APAC Insights Director at Canvas8, warned that the stakes are higher than ever for businesses to meet these demands in 2025.  

"People will be putting themselves first, especially in a year of AI-powered change," Ng said. The emergence of a "me-first" mindset highlights two critical issues: a growing crisis of trust and heightened expectations for empowerment and personalization.  

For brands, this trust gap presents an urgent challenge. While AI can enhance personalisation, it also risks undermining credibility if not handled transparently. Ng stressed that clear communication and assurance will be critical to regaining consumer confidence.  

The "me-first" mindset is also reshaping how consumers interact with brands, with empowerment and agency taking center stage. "Agency will become the focal point of customer engagement and tech innovation," Ng said, citing examples like GCash in the Philippines, which has revolutionised financial access by simplifying transactions.  

While speed has traditionally been a competitive advantage, Ng warned that it will no longer suffice without efficiency. Consumers are rejecting fast but complicated experiences, instead prioritizing simplicity and ease of use.  

"People want to uphold idealistic values, but realistic pressures make it really challenging," Ng observed. Brands must navigate this tension by aligning their strategies with both consumer aspirations and practical needs.  

To succeed in 2025, brands in APAC must confront these issues head-on. By closing the trust gap, delivering authentic personalization, and empowering consumers with intuitive solutions, businesses can meet the demands of an increasingly skeptical and self-focused consumer base.