New Delhi: Adobe has released Digital Trends 2024 Asia Pacific and Japan (APJ) report, showing Indian brands prominently using generative AI. The report indicates a shift in the region’s digital landscape as brands in the APJ region prepare for significant organizational changes to enhance adoption. Indian brands lead in data capabilities, governance, and generative AI adoption, positioning them as innovation pioneers. The report highlights India’s crucial role in shaping AI’s future, advancing industry standards, and promoting ethical use of emerging technologies.
Among Indian brands, 52% use data and algorithms for personalized websites, the highest in the region, with 38% employing generative AI for customized emails and content, showcasing their leadership.
Stage of generative AI adoption within the organisation according to senior executives (evaluation vs implementation of full or initial solutions/pilots)
Despite executive confidence in AI implementation, many users disagree. In APJ, only 4% of executives lack a formal AI strategy, contrasting with the higher percentage among practitioners. In India, 45% of organizations use generative AI and evaluate effectiveness, while 27% are running pilot programs.
Agree that no formal generative AI adoption strategy exists (senior executives vs practitioners)
“Indian brands are confidently deploying generative AI while enhancing their productivity on a larger scale. This innovation offers a distinct path to integrate data, anticipate customer needs, and provide more targeted and timely content delivery. However, despite a broad desire for adoption, only a few brands are adjusting their strategies to fully leverage these benefits. Those at the forefront are leading with higher consumer loyalty, efficient conversion, and trust,” said Anindita Veluri, Director of Marketing, Adobe India.
Adobe, an AI innovator in Asia Pacific, collaborates with brands to move generative AI from testing to enterprise-level use. By integrating this technology into familiar Adobe platforms like Acrobat, Photoshop, and Experience Platform, it streamlines adoption and ensures commercial viability with strong security measures.
The report shows that generative AI integration is a top digital initiative for APJ brands in 2024, with most brands creating guidelines for responsible AI use (73%) and linking AI plans with business goals (71%). In India, 70% of senior executives are ready to implement governance rules for generative AI and 58% are investing in governance frameworks— 14 points higher than the APJ average.
Brands to adapt organisation structures, skills and data capabilitiesfor AI era
Indian brands aim to revamp structures to embrace generative AI by 2024, prioritizing its use in content creation. 80% plan to apply generative AI for idea generation, with 76% also focusing on automatic content updates and adaptation for diverse audiences, products, and regions.
Changes to organisational structures expected by mid-to-end of 2024 to support generative AI adoption
Executives are focusing on upskilling employees and setting guidelines for using generative AI. Top priorities include advanced AI training for key staff and policies for ethical and secure AI usage. APJ brands believe generative AI will revolutionize data analytics. They emphasize the importance of data capabilities and governance, planning to invest more in customer data management, especially in India with 75% planning increased investment.
Sub-regional highlights and comparisons
| Australia and New Zealand | India | Japan | Asia | |
| Brands that say their digital CX is exceptional | 21% | 21% | 2% | 17% |
| Prioritising customer data management as the top area of CX investment in 2024 | 53% | 75% | 67% | 51% |
| Routinely using generative AI to craft emails, messages and other copy (practitioners) | 27% | 38% | 9% | 31% |
| Routinely using generative AI to personalise images, infographics, or other content (practitioners) | 24% | 40% | 9% | 27% |
| See clear benefit of using AI for content creation | 75% | 82% | 71% | 77% |
