61% of surveyed consumers see on-device AI driving responsiveness, trust: CMR

61% of surveyed consumers said on-device artificial intelligence (AI) processing improves responsiveness and trust, according to the findings of a CyberMedia Research (CMR) study released on Monday.

It found that an overwhelming 82% of consumers believe that transparent data practices would improve trust in smartphone AI experiences.

The findings come against the background of smartphone makers, including Oppo, Vivo, Xiaomi, and Samsung, integrating AI deeply across their mid segment-to-premium portfolios to offer more value propositions and improve user experience, while seeking software-driven monetisation opportunities in the long term.

“Across demographics and price segments, consumers expect AI that is useful, intuitive, and seamlessly integrated into everyday interactions. As these expectations evolve, AI capabilities will play a growing role in smartphone differentiation and purchase decisions going forward,” said Prabhu Ram, vice president (industry research group), CMR.

The research also points to a lack of awareness among consumers.

It revealed that 57% of consumers clearly understand and actively use AI features, while 43% engage only partially. Among active users, 49% are heavy users engaging with five or more AI features regularly, 41% are moderate users, and 10% engage with AI only when prompted.

“The moderate user segment — the largest share — represents significant untapped potential for the industry,” CMR said.

Performance (78%), camera quality including AI enhancements (70%), and strong AI features (59%) now constitute the top three defining attributes, with AI ranking ahead of design, price, and battery life, driving purchase decisions.

“AI is increasingly being treated as a core purchase consideration,” CMR said.

When asked to choose between two smartphones at a similar price, 60% of consumers want a balance of AI and strong hardware, unwilling to sacrifice either. 25% are outright AI-first buyers, while only 15% remain hardware traditionalists, it added.

“Consumers increasingly evaluate AI experiences through the lens of trust, privacy, and realworld utility. This shift is likely to influence how AI is designed, communicated, and differentiated across future smartphone generations,” said Sourabh Pandey, analyst, CMR.

The study covered over 2,000 smartphone users aged 18–35 across eight Indian cities.