APAC consumers torn between AI benefits & privacy risks

A recent study by F5 explores the dual perspectives consumers in the Asia Pacific (APAC) have towards artificial intelligence (AI), highlighting enthusiasm for productivity alongside concerns over privacy and employment.

The research, titled "The 2025 AI Paradox: Understanding Consumer Perceptions in APAC," identifies several paradoxes affecting consumer trust in AI. One key area is the perceived empowerment AI brings against the need for transparency and data control. Consumers demand oversight to feel secure about how their data is being managed.

Another noted paradox is between technological savviness and skepticism. Despite widespread AI adoption, there remains a level of mistrust regarding AI's reliability and ethical considerations.

The potential efficiency of AI is also counterbalanced by employment concerns. While AI aims to enhance productivity, fears of job displacement persist. This is paralleled by worries about the environmental impact of AI, wherein its rapid development raises sustainability and energy consumption issues.

Mohan Veloo, CTO for APCJ at F5, commented, "This research highlights a clear gap in trust when it comes to AI adoption in APAC. Consumers recognise AI's benefits but remain cautious about security risks, ethical use, and its long-term impact on jobs and society." He emphasised that without building trust, AI's ability to foster innovation could be restricted.

The research also highlights a gap between AI experiences in personal and professional contexts. While AI is enhancing personal productivity for many individuals, these improvements are not equally reflected in workplace settings. Consequently, organisations are encouraged to better integrate AI into workflows while providing adequate training for employees.

Veloo added, "For AI to deliver real business value, organisations must ensure it is seamlessly integrated into their digital infrastructure while maintaining security and performance at scale. At F5, we help businesses deploy AI-powered applications securely, protect against AI-driven threats like deepfake fraud, and ensure AI solutions run reliably across multi-cloud environments. By addressing these security and scalability challenges, we empower enterprises to fully harness AI's potential without compromising trust."

The study notes that AI familiarity is high across the region with China leading at 98%, due to aggressive adoption strategies. However, the full potential of AI in the workplace remains unrealised. While 73% of consumers report personal productivity increases thanks to AI, only 52% see similar benefits professionally. Daily AI users report significant improvements, highlighting the importance of consistent engagement for productivity.

In terms of security, APAC consumers face rising concerns amidst high fraud rates. Notably, AI-driven fraud such as deepfake fraud saw a notable increase in 2024. The growth of AI necessitates robust security measures to establish consumer trust.

Job displacement fears are evident but vary across regions. While India and Singapore show high levels of concern about job loss due to AI, Japan's workforce appears less worried.

Despite AI's technological efficiencies, such as in customer support and data-driven healthcare decisions, APAC consumers still prefer humans for tasks involving emotional engagement.

AI's environmental impact is another concern, with projections suggesting data centre capacity in APAC may more than double by 2028. A significant portion of consumers advocate for energy-efficient AI solutions.

Manoj Menon, Founder and CEO of Twimbit, stated, "This research makes it clear that consumers want the best of both worlds. They embrace AI for its efficiency and speed in transactional interactions, but still value human touch for emotional connections and complex decisions." He suggests businesses that integrate AI capabilities with human expertise can build the trust essential to unlocking AI's transformative potential.

The study by Twimbit, conducted on behalf of F5, surveyed 900 respondents across nine APAC markets to assess current consumer perceptions and attitudes towards AI.