Twilio’s new Asia Pacific (APAC) data from its 2026 Customer Insights Series reveals that most consumers in the region (70%) stopped using an AI agent mid-interaction because it lacked basic information about them or their previous interactions. As a result, 5% have ended their relationship with the brand.
“AI is only as helpful as the context you feed it. By connecting customer data, brands can evolve from basic chatbots to smart assistants that remember every individual,” said Robert Woolfrey, vice president, Asia Pacific & Japan, at Twilio.
AI amnesia
The study also found that 84% of APAC brands believe their AI agents effectively recognise returning customers and their history, which highlights a disconnect with the 70% of consumers who often have to repeat themselves.
However, 70% of consumers say they often have to start from scratch when opening a new conversation with an AI agent. Most (65%) APAC consumers report feeling frustrated when they have to repeat themselves or fill in information gaps after being handed off to a human agent.
To build trust, 47% of businesses are now focusing on explainability features, 44% are making it easier to reach human agents, and 39% are giving customers more control over their data.
“AI use will only transform customer experience if it earns trust first. Transparency matters, and businesses that are clear about when AI is being deployed will be better placed to build stronger and more genuine customer relationships,” said Dr Catherine Ball, Scientific Futurist.
