The rise of AI agents in customer interactions is reshaping how businesses build their brands, according to a new study commissioned by Amdocs, a provider of software and services to communication and media companies.
The Amdocs study, which surveyed over 7,000 consumers and 120 communications service providers (CSPs) leaders across 14 countries, revealed that Filipino consumers are particularly receptive to AI agents. More than half (55%) view CSPs using AI as “futuristic and innovative,” while 39% see it as a sign of commitment to improving customer service. However, 41% remain concerned about the technology being used mainly for cost-cutting.
The study, titled “Rethinking Brand and Customer Experience in the Agentic Era,” highlights the evolving role of (artificial intelligence) AI in customer care and sales, particularly in service-driven industries like CSPs and financial services.
Businesses have relied on human agents to represent their brand values and create trust through meaningful experiences. Now, as AI agents independently handle tasks and engage with customers, they are becoming key extensions of a brand’s identity.
Personalized AI agents
“Each brand interaction with a customer via AI agents should be seen through the paradigm of brand, context, and customer: What is the brand persona, what is the context of the customer interaction, and who is the customer? These questions are critical as AI agents evolve, redefining how businesses interact with their customers and workforce,” said Gil Rosen, chief marketing officer at Amdocs.
The findings also show a growing preference for personalized AI agents, with 52% of Filipino respondents favoring AI interactions over human ones. Also, 47% expressed interest in customizing their AI agents’ traits, such as tone or personality.
While Filipino consumers expect high standards from AI agents, including empathy and professionalism, the study noted a gap in perception. Only 27% anticipate feeling uncomfortable with AI interactions, compared to CSPs’ assumption of 58%.