Gen Z’s “AI natives” demand a hybrid workplace

A new generation of AI natives is emerging across Asia-Pacific, reshaping expectations for how technology and human connection should intersect at work and in customer experience. These individuals, aged 18-24, have grown up with AI as part of daily life and are now active users in both professional and personal contexts.

In Singapore, their preferences stand out. While 76% of AI natives want organisations to provide AI-powered options for faster resolutions, an overwhelming 92% also insist on the ability to escalate to a human agent. By contrast, 78% of non-AI natives place value on human support but are less demanding about AI integration.

This dual expectation is also evident in the workplace. Two-third (65%) of AI natives in Singapore are eager for AI adoption at work, compared with 48% of non-AI natives. However, they remain discerning users – 57% cite the accuracy of AI-generated outputs as their main concern. Non-AI natives, meanwhile, worry more about data privacy and security (58%).

Steve Rafferty, Head of EMEA and APAC, Zoom, said, “AI natives in Singapore and the Asia-Pacific region have heightened expectations for how AI powers their everyday experiences – both as customers or employees. At the same time, organisations must also recognise that non-AI natives are engaging with these technologies from a different starting point and come with concerns like security and privacy that must be addressed right at the onset.”

“Loyalty in the era of AI will depend on how well and fast organisations can evolve their technology stack to strike the right balance between AI and human connection. This is how organisations will earn trust, unlock growth and futureproof their business.”

The research, conducted by Kantar and commissioned by Zoom, surveyed 2,551 respondents aged 18-45 across eight Asia-Pacific markets, including Singapore, South Korea, and Australia. On average, respondents use four AI applications, with AI natives in Singapore using five compared to three for non-AI natives. Popular tools include chatbots (68%) and voice assistants (64%).

READ MORE: Doing more with less: How HR can adopt GenAI without losing the human touch

AI natives also show stronger preferences for seamless customer experience. They are twice as likely to switch brands over disjointed experiences, such as receiving conflicting answers when moving from AI to a human agent. Generic AI responses were cited as a key factor affecting loyalty (53%), while non-AI natives prioritised speed of response (56%).

At work, both groups widely use AI for tasks like writing, brainstorming, and translating documents. Yet AI natives in Singapore are more likely to expect employers to provide access to AI tools (87% vs. 74% for non-AI natives). Satisfaction with workplace AI is moderately high but still below the Asia-Pacific average.

“In an era of agentic AI, organisations must think strategically where technology fits across the customer journey, including where AI should lead and when human connection remains essential,” Lucus Lu, Head of Asia for Zoom, concluded. “When implemented thoughtfully, AI can enhance the quality of self-service, while empowering human agents to deliver a more personalised and emotionally intelligent response. By combining the best of both, organisations can deliver the elevated customer experience AI natives in Asia-Pacific now expect.”