KUALA LUMPUR: Malaysians are embracing artificial intelligence (AI) faster than many of their regional peers, valuing speed and efficiency in digital interactions but continuing to insist on the human touch when things get complicated, according to a new study by Zoom.
The AI Natives Research reveals that 59% of Malaysians rank speed as the most important factor when interacting with brands, and 63% say they would stop using a brand if replies were slow or unhelpful.
Yet, despite widespread AI adoption, 83% still want the option to speak to a human agent when situations become complex or emotional, showing that empathy remains essential in the digital era.
The report describes Malaysia as one of the most ‘AI-native’ markets in Asia-Pacific, with nearly all local respondents (98%) using AI tools at work.
“AI natives are raising the bar,” said Zoom Head of Asia Lucas Lu.
“Speed wins attention, but trust comes from human connection. Organisations that know when AI should lead and when a person should step in will earn loyalty, unlock growth and stay competitive.”
For these AI natives, automation has become second nature: Many use it for brainstorming ideas, summarising information, and enhancing creativity. Non-natives, meanwhile, depend on AI more for translation, research, and administrative tasks.
Data privacy and security concerns remain a shared priority among all respondents, underscoring the need for companies to build trust when deploying AI-driven systems.
An online report stated that as AI tools become more deeply integrated into everyday work and service interactions, businesses that strike the right balance between automation and human engagement will be best placed to thrive in the nation’s fast-growing digital economy, the study added.
As artificial intelligence (AI) adoption accelerates across Asia, Zoom is turning its attention to one of the region’s largest yet least-served groups — frontline workers.
With the rise of generative and agentic AI, the company aims to boost productivity, improve communications, and empower employees in the field.
“Up to 80% of Asia’s workforce are frontliners. That means a major portion of the global frontline workforce is right here in our region.”
He noted that Zoom’s strength lies in simplicity and reliability, even in challenging environments.
“Whether they’re on the road or in remote areas, Zoom is designed to perform under less-than-ideal conditions.”
Zoom’s new Workplace for Frontline platform is built for mobile-first use, featuring real-time language translation, shift management, task distribution, and a “Push to Talk” function that turns mobile devices into walkie-talkies.
It addresses long-standing pain points — with studies showing that 57% of frontline workers feel corporate systems don’t cater to their needs — by offering better management and data control through features like mobile device management (MDM).
Zoom’s approach is now “AI-first,” not just “AI-enabled.” Its AI Companion integrates with third-party platforms including Microsoft, Google, Atlassian, and ServiceNow, and already supports 16 applications.
“We’re moving from using AI as support to leading with AI,” said Lu. “AI Companion serves as the interface that connects users with multiple AI systems and can now perform agentic tasks automatically.”
Zoom’s AI development rests on three principles: using a federated mix of models from partners like OpenAI, Anthropic, and Meta (while letting customers bring their own); ensuring user data isn’t used for training; and offering AI Companion at no extra cost for paid users, except for the custom enterprise version.
Since establishing a stronger presence in Asia in 2022, Zoom has expanded beyond consumers into SMEs, commercial, enterprise, and government markets.
“The opportunities here are immense,” said Lu.