Transparent AI, real value: Why responsible personalisation will define the customer economy in 2026
By Shahid Nizami, VP APAC & GCC, Braze AI is now at the forefront of consumer engagement, increasingly used by consumers and brands alike to shape the customer experience. Across the world, especially in Asia and Singapore, AI is becoming the engine behind acquisition, retention, and engagement. That shift raises new expectations - not just to have customer preferences understood to the letter, but to have clarity, consent, and transparency in how data is used across touchpoints. However, customer confidence is not keeping pace as AI adoption accelerates. Braze’s 2026 Global Customer Engagement Review found that while 93% of surveyed marketing leaders globally believe AI helps them understand customers more accurately, only 53% of surveyed consumers feel brands are accurately predicting their wants and needs. Relevance is not the only issue. A study by IDC and Microsoft also showed that fewer than one in four Singapore consumers trust organisations that provide digital services ...