- The UOB ASEAN Consumer Sentiment Study 2026 found that around 4 in 5 ASEAN consumers have made financial decisions primarily based on AI advice or recommendations.
- Most people who use AI reported positive outcomes, with Vietnam and Indonesia leading in satisfaction with AI-assisted decisions.
- The survey was conducted in June 2026 among 5,000 consumers in Singapore, Malaysia, Indonesia, Thailand, and Vietnam.
- 91% of respondents use digital tools to manage their wealth, including tracking cash flow, financial planning, investing, and portfolio monitoring.
- Nearly half of consumers in the region use AI daily for financial activities.
- Vietnam has the highest rate of daily AI use at 55%, while Singapore has the lowest at 38%.
- Users mainly rely on AI to compare financial products, find information, and receive personalized investment recommendations.
- The most highly rated AI features include savings-goal reminders, overspending alerts, and suitable investment suggestions.
- Despite AI’s growing popularity, 76% of consumers still trust their primary bank more, while 68% trust AI tools such as ChatGPT.
- In Vietnam, the trust gap is significantly narrower, with 76% trusting banks and 72% trusting AI tools.
- Around 67% of ASEAN consumers are working with or seeking financial advisers, suggesting that AI and human advisers are viewed as complementary.
- UOB said more than 60% of its new investment customers come from digital platforms, reflecting how digital wealth management has become mainstream, particularly among younger consumers.
📌The survey shows that AI is rapidly becoming a widely used financial support tool across ASEAN. Vietnam stands out with a daily AI usage rate of 55% and a level of trust in AI close to that of banks, at 72% compared with 76%. However, consumers still value professional advisers for important financial decisions, suggesting that a combined model involving both AI and humans is likely to remain a major trend in wealth management.
