APAC consumers are most excited about generative AI, but brand adoption lags behind: Adobe survey
- APAC consumers are the world’s most excited by how generative AI can improve products and services, according to Adobe survey
- While most marketing and customer service workers already use the tech, formal adoption by brands lags behind in the face of risks
Asia-Pacific consumers and employees have shown strong support for generative AI adoption, but efforts by brands to formally adopt the technology have lagged behind, according to a new marketing survey commissioned by Adobe.
According to the findings, APAC consumers are the most excited in the world when it comes to how generative AI can improve products and services, at nearly three times the rate of those in other regions, such as the US and Europe.
But the report finds that formal business roll-outs of generative AI have been slower, with only four in 10 Asia-Pacific brands having adopted generative AI, despite high adoption from individual employees.
“As indicated in the survey, there is a consensus that generative AI technology will have a greater role to play in improving employee productivity and the customer experience,” said Tony Ng, Adobe managing director of Greater China, in a statement about the findings.
This aligns with the goals of more than half of the APAC brand survey respondents, who are seeking to drive business efficiencies through workflow and generative AI technology solutions.
“However, for companies wanting to adopt generative AI, there is a need for the clear formulation of use policies and a mechanism for supervision and management to avoid potential risks,” said Ng.
