New Delhi, India – November 07, 2025 – Indians are rapidly changing how they use AI. New research from Adobe found that agentic AI—systems that interpret intent, make decisions, and take autonomous action – is on the rise. One in three consumers in India (33%) already use agentic AI, and 44% expect to adopt it within the next year. This uptake is notably ahead of the APAC average, where 28% are currently using use agentic AI and 38% expect to in the year ahead.
The findings come from Adobe’s recent survey of around 2000 Indians, testing AI usage and behaviours. The Adobe report, From Assistants to Agents: The AI Evolution in India, found that as more consumers turn to AI, it’s leading to structural shifts in how they shop, create and travel.
While people in India are using AI assistants for routine tasks like summarising materials, the fastest emerging areas of use are replacing traditional search and seeking guidance on where to shop and what to buy. In India, 73% already rely on AI to support shopping decisions in comparison to 61% across APAC, 66% prefer AI to compare products, and 61% are comfortable letting AI complete approved purchases—each ahead of regional benchmarks.
Usage is climbing quickly across all generations, with Millennials showing the highest agentic AI adoption at 36%, while Gen Z and Gen X both stand at 28%. Around 83% of consumers have embraced AI assistants for personal tasks, underscoring their seamless integration into daily life. Meanwhile, 72% use AI assistants at work, led by Millennials (82%), followed by Gen Z (71%), Gen X (68%) and Baby Boomers (45%).
“AI assistants are no longer just experimental tools—they’re becoming indispensable digital companions,” said Prativa Mohapatra, Vice President and Managing Director, Adobe India. “India is moving fast from assistants that summarise and draft to AI agents that compare choices, surface the best deals, and complete approved bookings and purchases. As adoption grows, consumers want experiences that are proactive, intuitive and seamlessly integrated into daily life—AI that not only assists but also acts, helping people make decisions with greater ease, confidence and personalisation.”
For example, Adobe Brand Concierge will enable businesses to create and manage AI agents that guide consumers from exploration to confident purchase decisions. Using immersive and conversational interfaces that are grounded in user context and preferences, brands can deliver concierge-style experiences that create meaningful, one-to-one interactions.
More consumers use AI for shopping and travel
Consumers are expanding the ways they utilise AI assistants across various sectors and use cases. The use of AI assistants is steadily growing for online shopping (73%), travel (92%) and banking (49%). Each of them is surpassing the APAC averages of 61%, 84% and 40% respectively.
Nearly half of respondents (49%) have already turned to AI for financial tasks over the past year—using it to learn complex concepts (48%), track market trends (44%) and even receive personalized advice (62% of financial queries), demonstrating a strong appetite for intelligent, on-demand banking support.
In travel, adoption is even more pronounced: 92% of users value AI for end-to-end trip planning (itinerary, budgeting and bookings), 91% appreciate when AI not only suggests but also books their travel, and 62% welcome tailored destination recommendations based on their past behaviour, underscoring a clear shift toward hands-off, AI-driven journeys.
Adobe is helping people accelerate their work and amplify creativity by building agentic AI capabilities into the software they already use. For example, AI Assistant in Adobe Acrobat now enables people to create custom agents that can be assigned specific roles — like research assistants or academic tutors — ready to help analyse documents, answer questions and use reasoning to suggest further areas to explore. Adobe also introduced its first creative agent in Adobe Photoshop with the all-new Actions panel (beta), which analyses your image and recommends smart, context-aware edits.
In March 2025, Adobe surveyed more than 2,000 Indians about their behaviours, perceptions and intentions towards AI-powered and automated tools. This study tracks the rapidly evolving landscape of AI adoption in India and provides insights into its implications for customer experiences.