Asia Leads the Way: Generative AI Revolution in Full Swing

TL;DR:

• 65% of Asia Pacific and Japan (APJ) brands have implemented AI solutions, surpassing the US and Europe.
• Executives and practitioners have differing views on generative AI rollout success.
• Brands are investing in AI leadership roles, upskilling, and data management to support AI adoption.

The Rise of Generative AI in Asia Pacific

Artificial Intelligence (AI) is changing the world, and Asia Pacific is leading the charge. According to Adobe’s Digital Trends 2024 Asia Pacific and Japan (APJ) report, almost two in three (65%) APJ brands have implemented full or initial AI solutions and pilots. This puts them ahead of their peers in the US (61%) and Europe (55%). Within the APJ region, deployment is highest in Japan (82%), followed by India and Asia (both 72%).

The Disconnect Between Executives and Practitioners

While executives are confident their generative AI rollouts are advancing as planned, many day-to-day users hold a different view. Across APJ, just 4% of executives say their organization doesn’t have a formal generative AI adoption strategy, which rises substantially among practitioners. The gap is widest in Japan, where 4% of executives concede there is no formal strategy compared to 37% of practitioners.

Duncan Egan, Vice President, Digital Experience Marketing Asia Pacific and Japan, Adobe, explains the disconnect:

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

Generative AI: The Key to Growth in 2024

The report adds that among APJ brands, generative AI integration is the digital initiative most likely to support growth in 2024. As a result, most brands are developing guidelines for responsible use of AI (73%) and aligning a comprehensive AI roadmap with broader business goals (71%).

“Generative AI offers a clearer path to unify data, predict customer needs, and deliver more relevant and time-critical content,” said Egan. “However, the study shows that despite widespread adoption intentions, only some brands are recalibrating to seize these benefits, putting them ahead in the race for consumer loyalty, conversion, and trust.”

Organizational Changes for AI Adoption

Brands anticipate significant changes to operating models and organizational structures to support generative AI adoption. Across APJ, the majority intend to reorganize teams and functions to accommodate AI usage, which is highest in Asia (80%) and India (74%).

Plans to introduce AI leadership roles are also highest in these regions (India at 78% and Asia at 73%). Executives are also prioritizing initiatives to help employees upskill and provide clear guardrails for using generative AI. The top-rated is advanced AI skills training for key staff (47%), followed by policies for ethical and secure generative AI usage (45%).

Over two-thirds of APJ brands also believe that generative AI will transform data analytics and management more than any other part of the organization. They also recognize that data capabilities and governance are a cornerstone capability, with most planning to increase investment in customer data management in 2024. Within APJ, this is highest in India (75%).

The Future of AI in Asia Pacific

Simon Dale, Vice President of Asia at Adobe, highlights the region’s commitment to AI:

“Asia-Pacific and Japan are at the forefront of generative AI adoption, with brands recognizing its transformative potential across their organizations. We’re seeing a strong commitment to restructuring functions and teams, introducing AI leadership roles, and prioritizing employee upskilling to fully harness the power of this technology,” said Dale.

“There is also a clear understanding among businesses that generative AI adoption goes hand in hand with matching data capabilities and responsible governance. We anticipate an increase in investments in these areas that will drive innovation and transformation across the region.”

The Path Forward

As Asia Pacific brands continue to lead the way in generative AI adoption, they are setting a global standard for innovation and transformation. By investing in AI leadership, upskilling employees, and enhancing data capabilities, these brands are positioning themselves for long-term success. To understand the impact of AI on daily life, it’s important to explore how it is already integrated into our routines.

The Path Forward

As Asia Pacific brands continue to lead the way in generative AI adoption, they are setting a global standard for innovation and transformation. By investing in AI leadership, upskilling employees, and enhancing data capabilities, these brands are positioning themselves for long-term success.

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