11-08-2025
New Zealand consumers show rising interest in agentic AI tools
New research from Adobe has indicated a shift in attitudes towards artificial intelligence among New Zealand consumers, with a significant majority expressing interest in more advanced forms of AI that can act autonomously.
The survey, which involved 1,001 New Zealanders and was conducted as part of a wider global study, found that over half of respondents (61%) are either already utilising or are interested in using AI technologies in their everyday lives.
AI assistants - software capable of answering questions and performing tasks - have already seen considerable uptake. According to the findings, 62% of New Zealand consumers have used these assistants more than once. The most common uses cited include researching or summarising information (53%), carrying out web searches (33%), offering ideas or recommendations (28%), and learning new skills (26%).
Adoption appears to be particularly strong among younger demographics, with Generation Z and Millennial respondents at the forefront. The data shows that between 16% and 21% of people in these groups use AI assistants to interact with brands in retail, travel, and financial services. This cohort is shifting shopping habits, notably during the discovery phase - 53% of these users research brands and products with AI assistants, while a third have begun replacing traditional search engines with AI-driven methods.
Agentic AI interest
The research highlights growing consumer curiosity about agentic AI - systems capable of understanding intent, making decisions, and taking action autonomously. While only 25% of New Zealand consumers were initially familiar with the term, 75% expressed excitement about the potential of agentic AI once its abilities were described. Nearly a third (28%) expect to begin using such systems within the next year. A majority believe agentic AI could make their lives easier (69%) and help them accomplish more (65%).
Katrina Troughton, Vice President and Managing Director, Australia and New Zealand, Adobe, commented on the evolving landscape: "AI is already shifting the dynamics of customer journeys, and brands can meet this growing demand with AI-assisted experiences that offer convenience, utility and value. There's a clear appetite for digital assistants that can seamlessly integrate into our daily lives and take action on our behalf."
The study found that although only a minority were familiar with agentic AI by name, a substantial portion anticipate these tools will play an important role in personalising their digital experiences, building upon current efforts by brands to tailor services to individual needs. Satisfaction with current personalisation efforts was rated as "good" or "excellent" by about half of respondents.
Troughton added, "The research shows that AI-powered support and personalisation are increasingly influencing purchasing decisions, so businesses must evolve their digital services in response. Leading brands that have used chat interfaces are moving towards richer, brand-centred agents – deeply integrated with customer data – that deliver smarter, more personalised experiences."
According to Adobe, future applications such as its Brand Concierge will aim to provide businesses with the capacity to create AI agents that support consumers from the exploration stage through to purchase, utilising interfaces attuned to user context and preferences.
Sector-specific experiences
Within the retail sector, the survey found AI assistants are being used for product research, recommendations, and sourcing gift ideas. An increasing number of consumers plan to use AI for online shopping, especially in entertainment (36%), clothing (34%), and health and beauty (32%).
Travel is another area where AI is impacting user experiences. The majority of travel-focused AI users turn to these tools for trip planning and inspiration, with 80% reporting improved experiences compared to traditional research methods. Even among those yet to adopt AI, there is strong interest in using it for applications like price comparison (89%) and receiving personalised recommendations (87%).
Financial services is another sector where adoption is evident. Here, AI tools are primarily used for budgeting, understanding financial products, and providing investment advice. Of those using such features, 82% reported trust in AI-driven financial recommendations, even in the absence of human input.
The Adobe research suggests that while there is still an education gap around agentic AI, New Zealand consumers are increasingly open to adopting these technologies, particularly where they see potential for greater convenience and more meaningful personalisation.
