This article explores some key findings from the Adobe’s Digital Trends 2024 Asia Pacific and Japan (APJ) report.
The Asian Pacific region is leading the race in AI deployment: 65% of executives among APJ brands have fully or partially implemented solutions and pilot use-cases of artificial intelligence. In comparison, the adoption rates in the United States and Europe trail at 61% and 55% respectively.
How are organisations are preparing for adoption generative AI within their business functions?
In terms of prioritising foci and charting strategy, the report shows that APJ companies’ managements recognise the transformative effect GenAI has across different verticals.
These are: content workflows (64%), email marketing (61%), and webpage creation (61%).
The leading use-cases of GenAI are recognised to be content velocity and workflows and customer journey management.
How are individuals perceiving the use of AI in brands?
A prerequisite for companies to adopt GenAI, is for consumers to be receptive and accepting of the use of GenAI in the brand. What do things look like on the other side of the fence?
Consumers are on board with brands using AI to personalise experiences albeit expecting brands to protect their data and adopt transparent communication.
Recognising the importance and effectiveness is step 1. What’s the next step for brands?
Another key finding from the report was that organisations feel they are equipped for generative AI deployment, but only half feel ready to do so. This indicates the availability of tools and resources but a gaping knowledge gap to deploy these tools. In particular, skill-building that includes initial training to enable generative AI adoption and continuous learning as the competitive landscape changes is key.
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References:
1. Adobe 2024 Digital Trends Asia Pacific and Japan Report (https://business.adobe.com/au/resources/digital-trends-apj-report/thank-you.html)
