Singaporeans are rapidly changing how they use AI. New research from Adobe found the use of agentic AI – systems that can interpret intent, make decisions and take autonomous action – is on the rise. Almost one in five consumers in Singapore (18%) have now used agentic AI, with a further 31% stating they expect to use it in their daily lives within the next year.
The findings come from Adobe’s survey of more than 500 respondents from Singapore, testing AI usage and behaviours in March 2025. The Adobe report, From Assistants to Agents: The AI Evolution in Singapore, found that as more consumers turn to AI, it’s leading to structural shifts in how they shop, create and work.
Singapore is at the forefront of the agentic AI revolution in Southeast Asia. What we’re seeing is a fundamental shift from passive AI assistance to something more proactive, where consumers are starting to expect AI that takes meaningful action on their behalf.
Shashank Sharma
Almost four in 10 Singaporeans (37%) are now regular users of AI assistants. This figure is likely to keep growing, with 75% stating they are wanting to use AI more as it evolves with new capabilities and services.
While people 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.
Shashank Sharma, Senior Director, Digital Experience, Southeast Asia and Korea, Adobe said, “Singapore is at the forefront of the agentic AI revolution in Southeast Asia. What we’re seeing is a fundamental shift from passive AI assistance to something more proactive, where consumers are starting to expect AI that takes meaningful action on their behalf.”
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, travel, and personal finance tasks
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 (37%), travel (41%) and banking (29%).
Adobe is helping people accelerate their work and amplify creativity by building agentic AI capabilities into existing software. For example, AI Assistant in Adobe Acrobat will soon enable 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.
Rising interest in agentic AI signals next wave of AI-driven experiences
Among consumers in Singapore unfamiliar with agentic AI, most express a strong interest in using it to take action and complete tasks once the concept is explained to them. The most appealing use cases included completing tasks like scheduling appointments and ordering (91%), taking action and competing tasks for individuals from a voice assistant (90%) and autonomous vehicles driving themselves (80%).
“The appetite for AI agents that can complete tasks, make decisions, and streamline daily activities signals a new era of digital experiences,” Sharma adds. “For businesses in this region, this represents both an opportunity and an imperative to reimagine how they engage with customers through AI-powered touchpoints that deliver genuine value and convenience.”
“At Adobe, we also recognise that AI is not meant to replace, but augment. We are partnering with brands in the region on truly integrating agentic AI into their processes to enhance experiences for customers, while retaining the valued human element across critical touchpoints.”
In March 2025, Adobe surveyed more than 500 Singaporeans about their behaviours, perceptions and intentions towards AI-powered and automated tools. This study tracks the rapidly evolving landscape of AI adoption in Singapore and provides insights into its implications for customer experiences.
