Singaporeans Embrace AI but Demand the Human Touch for Trust: Wendy Johnstone, Sinch

Singapore has long established itself as a hub for technological innovation, and its residents are widely recognised as pragmatic early adopters of new digital tools. However, a recent survey by Sinch reveals a nuanced landscape where Singaporean consumers are embracing AI for its speed and convenience while simultaneously insisting on the preservation of human connection. This "efficiency with a caveat" approach suggests that while the city-state is ready for a digital-first future, the human touch remains an indispensable anchor for trust and security.

Wendy Johnstone, Executive Vice President, APAC, Sinch

The drive toward AI adoption is largely fuelled by the desire for streamlined experiences. Research indicates that 45% of Singaporean consumers are willing to use AI-powered support, provided the technology is backed by reliable brand information. This openness is particularly evident in routine tasks. For instance, 57% of the surveyed are comfortable to use AI for basic healthcare scheduling. Wendy Johnstone, Executive Vice President, APAC at Sinch shares with tech360.tv, notes that this pragmatism is a defining trait of the local market. "Singaporean consumers are proven early adopters, embracing the efficiency and convenience that AI brings to their brand experiences," Johnstone explains, though she adds that "they’ll embrace AI when it makes life easier, but they still want the reassurance of a human when the stakes are high".

Despite this openness to automation, the caveat becomes clear when interactions shift from routine to high-stakes. The research highlights a significant trust gap as only 4% of Singaporeans would choose a chatbot as their first option for customer support, and 7 in 10 still prefer human engagement for complex or sensitive situations. This sentiment is particularly strong in the financial sector, where half of the population would rather speak to a person on the phone about potential fraud than navigate a digital portal. Johnstone emphasises that businesses must recognise these boundaries to avoid alienating their audience. "Consumers may welcome AI for convenience, but they draw a red line when accuracy, privacy, or empathy are at stake," she warns, noting that these are the specific moments where a chatbot is insufficient.

Trust and security have emerged as the primary "battlegrounds" for brands attempting to scale their AI operations. While consumers appreciate personalised recommendations, with 44% being open to them if they are genuinely useful, there is a growing "personalisation paradox" regarding data privacy. In sectors like healthcare, nearly 70% of Singaporeans express concerns about the accuracy of AI-generated answers, and over 40% worry about how their private data is being handled. According to Johnstone, "Trust and personalisation aren’t nice-to-haves, they are the foundation of the customer experience". She suggests that the path forward involves using technology to enhance, rather than replace, the human element, stating that "the businesses that will win are those that blend digital efficiency with the human touch, giving customers control and choice at every step".

Johnstone believes the future of customer experience lies in this delicate equilibrium. "I don’t think the future is about AI replacing people or a swing back to human-only service," she observes, "the real trend is towards balance - using AI to make things faster and easier, while keeping people at the centre when empathy and trust are needed".

Ultimately, for Singaporean businesses, the lesson is one of integration rather than substitution. By leveraging AI to handle repetitive queries, human agents are freed to focus on interactions where context and empathy are paramount. As Johnstone concludes, "when AI supports human service rather than replacing it, both customers and businesses win," because it builds a seamless journey that prioritises the consumer's need for both speed and safety.

Looking toward the future, Wendy Johnstone does not think the outlook is about AI replacing people or a swing back to human only service. She explains that the real trend is towards balance by using AI to make things faster and easier while keeping people at the centre when empathy and trust are needed. According to Johnstone, businesses need to invest in secure and connected infrastructure that links systems and channels so customer signals flow seamlessly into their AI models. She maintains that this allows automation and human service to work together in real time whether it is handing off a conversation from a bot to an agent without losing context or delivering a consistent experience across all channels.