How HK brands are navigating the future of customer experience in 2026

As we delve into 2026, it’s clear that brands must continually adapt to a rapidly evolving landscape influenced by technological advancements. In Hong Kong, consumers are becoming increasingly digitally impatient, particularly when it comes to AI customer service.

According to Twilio’s report, “Decoding digital patience: Are Asia Pacific’s digital users losing their cool?”, nearly two in five Hongkongers express frustration when interacting with brands online, especially through AI support.

Hong Kong consumers strongly demand speed, with expectations significantly higher than the Asia-Pacific Japan average (32%) and just below Singapore (41%). They prefer human interaction due to their high technological expectations. While they expect AI to be fast and accurate, their tolerance for errors is low—only 35% report satisfaction with AI-supported customer service, compared to a regional average of 41%. A significant 50% cite their primary frustration as AI tools' inability to "understand their questions".

Despite these concerns, consumers are open to innovation, especially when they have clarity regarding control and consent. Nearly 60% feel comfortable with agentic AI when they understand its usage. However, they set firm boundaries in sensitive areas such as banking and healthcare, where security and privacy are paramount.

Moreover, Hong Kong consumers prioritise speed over service quality, with 52% preferring faster service even if it means sacrificing accuracy, in contrast to 36% regionally. This urgency prompts 36% to switch channels—such as calling customer service instead of using live chat—while only seeking to abandon the interaction (35%) or find solutions independently (33%) when immediate options aren't available.

To thrive in 2026, brands must focus on delivering personalised customer experiences tailored to individual needs. Utilising predictive analytics and data insights will be crucial for understanding consumer behavior and shaping effective strategies.

Here’s a look at the key insights shaping the year ahead, as shared by marketers in conversation with MARKETING-INTERACTIVE.

Angela Wong, chief marketing and customer officer, AXA Hong Kong and Macau

AI is not just a technological innovation; it is a strategic force that fundamentally transforms how insurers innovate, operate, engage, and serve. The future will be an AI-orchestrated ecosystem: predictive analytics, generative interfaces, and real-time decisioning, turning every touchpoint into a proactive, personalised promise.

At the heart of this shift is AI’s ability to enhance human-centred services across the customer journey. For example, our instant customer feedback system analyses real-time data from surveys and digital interactions, providing actionable insights to optimise offerings and improve user experience. Predictive analytics forecasts future customer needs, enabling proactive and innovative solutions.

In our contact centre, over 60% of calls now pass through voice AI in both Chinese and English, leveraging AI to streamline processes, reduce administrative workload, and deliver a faster and more personalised service. These insights also empower marketers to respond instantly to customer needs, transforming data into meaningful and supportive interactions.

Strategically, AI redefines customer engagement—shifting from broad campaigns to precise, need-based interactions that build trust through relevance. Marketers leverage AI to deliver location-based targeting, interpret search behaviours, optimise signals, and personalise ads—turning data into actionable intelligence that drives relevance, engagement, and measurable impact.

As AI continues to evolve, it will shape the future of insurance—enabling smarter, more responsive, and truly customer-centric solutions where risks are anticipated and addressed proactively. Yet, human judgement remains essential. Investing in talent upskilling ensures we harness AI’s full potential, combining technology with the empathy and strategic insight only humans provide.

Arindam Varanasi, commercial vice president, Asia, Carlsberg Group 

2026 will be a pivotal year for marketing—an era where AI becomes the engine powering every element of the marketing mix that supports our entire strategy. Predictive analytics will increasingly guide our decisions, but our real advantage will come from how we manage data and deliver personalized consumer experiences at every touchpoint. However, in a world shaped by algorithms, trust that’s earned through integrity and openness will continue to be our strongest currency. 

The consumer experience is now the battleground. Our brand activations will focus on forging direct, memorable connections through city pop-ups, bar activations, digital events, co-branded collaborations, brand associations and more—each designed to be shareable, measurable, and to build authentic bonds with our audience. 

Our portfolio will be sharpened by evolving consumer interests, ensuring a diverse range of offerings that resonate with different lifestyles. This consumer-centric mindset will be the crux of content which will continue to evolve, with winners being those who layer in interactivity and immersive experiences. 

Hybrid formats—such as shoppable clips, AR try-ons, and spatial audio podcasts—will capture attention and drive participation. The formula: snackable, interactive, and authentic content that connects people to real experiences. As search transforms, our marketing communications must be structured, context-rich, and machine-readable, positioning our brands as trusted sources within AI ecosystems. 

Beyond broad media spending, we’re embracing new technologies and channels— targeted trade marketing, immersive digital experiences, and online-to-offline (O2O) activations—while consolidating our martech stack around AI-native platforms, hyperpersonalization, and first-party data. Technology will help us scale, but creativity and purpose remain our strongest levers for growth.

Adwin Lau, head of marketing, Fairwood

The next big wave impacting the food and beverage (F&B) industry will be the rapid integration of AI and end-to-end digital transformation. AI-powered personalised marketing and predictive analytics will not only meet evolving consumer demands for convenience and customisation but also proactively anticipate them. This technological shift will fundamentally reshape the entire customer journey, optimising both online and offline experiences to foster greater loyalty.

In 2026, our focus will be on deploying AI-driven data analytics tools to gain deeper consumer insights, optimise menu offerings, and streamline marketing campaigns. This strategic initiative is key to strengthening our brand relevance. In addition, we will leverage AI technology to enhance the creation of our advertising creative.

Our 2026 budgeting strategy prioritises directing resources toward digital marketing and customer relationship management (CRM) enhancement, while maintaining flexibility to respond to market changes. We will also deploy resources toward AI tools and targeted promotions to maximise ROI and strengthen our competitive position in the landscape.

The one key focus area for 2026 is enhancing customer experience through deeply integrated, technology-enabled personalisation. By leveraging timely data analytics and AI, we aim to deliver tailored promotions and highly relevant interactions, ensuring we remain relevant and preferred among diverse consumer segments in Hong Kong’s dynamic and competitive market.

Mingjun Lu, general manager, communications and ancillary, HK Express

The next wave will be all about personalisation and immersive travel experiences. By 2026, travellers will expect airlines to understand their needs and offer seamless journeys that go beyond the flight. For HK Express, this presents a great opportunity to create more value with relevant add-ons and experiences that make every trip feel personal and rewarding.

At the same time, the industry is becoming increasingly retail-driven—with customers discovering, choosing, and purchasing travel products much like they do in eCommerce. For HK Express, this inspires us to reimagine our digital channels and onboard experience as vibrant retail spaces that make it easier—and more fun—for guests to customise their journey. 

Partnerships will continue to play a big role. Working with tourism boards, mobility providers, and lifestyle brands allows us to develop creative offers that enrich our guests’ travel while supporting local destinations—all while keeping to our promise of affordable and meaningful travel.

In 2026, our focus will be on strengthening our digital and data capabilities to deliver more personalised experiences for our guests. By building a stronger understanding of our customers’ preferences and behaviours, we can enhance engagement and create more relevant offers throughout their journey. 

We’ll also continue improving our digital wallets and digital platforms to make every step—from booking to in-flight purchases—smoother and more convenient, especially for travellers across different markets in Asia. 

In 2026, HK Express will take a smart and flexible approach to resource planning—directing investments toward initiatives that strengthen customer engagement, brand visibility, and ancillary growth. Partnerships will continue to play a key role, as we collaborate with tourism boards, airports, and lifestyle brands to co-create campaigns that deliver shared value and drive travel demand efficiently.

HK Express will also focus on growing ancillary revenue through smarter, more personalised retailing. By leveraging data to better understand our travellers, we can tailor relevant offers—from seat upgrades and baggage bundles to in-flight F&B and destination experiences—that enhance each journey while reinforcing our promise of smart value. This approach not only enriches the guest experience but also strengthens sustainable growth for a modern low‑cost airline.

Gian Chan, marketing lead, Sanrio Global Asia

In 2026, I believe the retail industry will be transformed through brand innovation and cultural respect, helping us build real emotional connections with consumers. The next wave of change will focus on authenticity, inclusion, and sustainability, compelling brands to adapt and resonate on a human level. Leveraging advanced technologies such as AI-driven personalisation, immersive AR experiences, and data analytics will be crucial in understanding diverse consumer needs and preferences.

My key focus will be on creating meaningful brand experiences that honour cultural diversity and foster emotional bonds. By embracing innovation and staying true to our core values, we can cultivate loyalty and relevance in an ever-evolving retail landscape, ensuring that both brand and community flourish together.

Haymans Fung, global and Hong Kong head, wealth and retail banking marketing, Standard Chartered

While it’s imminent that marketing in the future will increasingly be enabled to deliver personalisation at scale with technology and AI, brands would also need to work harder in driving differentiation and preference via exclusive experiences, empathy-led messaging, and seamless customer journeys that help build trust and brand equity.

At Standard Chartered, technology is at the core of our marketing engine, driving not just personalised customer experiences but also enabling marketers to deliver high-quality creatives and strong media outcomes in a time- and cost-efficient way, at scale.

Our 2026 focus would be to do marketing in a bolder, sharper, and smarter way. Bolder with more aspirational marketing – We don’t just market "wealth"—we reflect it, live it, and elevate it. Sharper by winning with our expertise and equity in wealth. With over 170 years of history, we continue to strengthen our brand as the leading international wealth manager. Smarter by building a future-ready, globally connected marketing function that taps into data-driven marketing and AI-led efficiencies in driving marketing excellence.

In essence, we aim to set the gold standard in marketing, where innovation meets expertise, and technology amplifies the human touch. By doing so, we not only stay ahead of the curve but also redefine what it means to be a leader in the global banking industry.

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