‘APAC brands lead in global generative AI rollout’: New data reveals how ANZ compares to the world

Asia Pacific and Japan (APJ) brands are at the forefront globally in deploying generative AI, new data released by Adobe suggests.  

The Digital Trends 2024 Asia Pacific and Japan (APJ) report has revealed that almost two-thirds (65%) of APJ brands have implemented AI solutions and pilots, making them further along than their North American (61%) and European (55%) counterparts.

The annual landmark study delves into the factors that reshape the digital customer experience landscape and includes surveys of senior executives and practitioners in APJ, Australia and New Zealand (ANZ), India, Japan, and Asia (South Korea, Hong Kong, Taiwan, and Southeast Asia).

Japan is the leading country in AI deployment (82%) followed by India and Asia (72%), according to the report, whilst ANZ is significantly behind (50%).

However, the data did uncover disparities between the perspectives of senior executives and practitioners regarding adopting AI.

4% of APJ executives say their organisation doesn’t have a formal generative AI adoption strategy, which rises substantially among practitioners. In the ANZ region, 3% of executives report no formal strategy compared to 21% of practitioners.

Adobe vice president digital experience marketing APJ, Duncan Egan, suggests that the variations could arise from differing perspectives on observing generative AI.

“For some senior executives, adoption can be as simple as signing a vendor contract, while practitioners are likely better acquainted with the realities of having the right data, tools and training,” he said.

“However, we expect this disconnect to narrow in 2024, with brands poised to strengthen organisational readiness for generative AI deployment.”

Organisations plan to reshape teams and functions to align with AI implementation, which is highest in Asia (80%) and India (74%), followed by ANZ (67%). Plans to introduce AI leadership roles are high across the regions – India at 78%, Asia at 73%, ANZ at 64%, and Japan at 60%.

Many brands are implementing initiatives to upskill employees, with AI training for key staff at 47%, followed by policies for ethical and secure generative AI usage at 45%.

Customer experience is a primary focus for APJ brands, as they plan to offer a more personalised experience while adapting to the upcoming deprecation of third-party cookies.

Due to the need to transition from third-party data to first-party data and durable identities, many are utilising tools that unify customer data, the findings revealed. 


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