Singapore – Marketers in APAC are ready to embrace AI with a majority of them feeling confident about using the technology, according to new research from global business and employment-focused social media platform LinkedIn.
LinkedIn’s study with over 700 respondents in APAC revealed that 76% of marketers in the region believe that AI will change the way they work in the next year, with 46% hoping it will improve their efficiency.
The research also found that 87% of respondents also believe AI will support their work and help create space for teams to think innovatively, freeing up time for marketers to build impactful creative campaigns.
Notably, 6 in 10 marketers in APAC are using the technology today, with 1 in 2 in the region experimenting with tools such as ChatGPT. The report also finds that nearly 82% of B2B marketing leaders in Singapore plan to increase their use of generative AI in the next year.
Furthermore, marketers in APAC plan to use AI for day-to-day tasks, such as summarising lengthy articles and videos (82%), creating first drafts of written content and presentations (78%), and helping them problem solve (77%).
Talking about the results, Matt Tindale, head of enterprise, LinkedIn Marketing Solutions, Asia Pacific, said, “AI is permeating all aspects of work, including marketing. It is now more crucial than ever to create campaigns that enhance brand value. However, many B2B CMOs say they’re pressured to drive results with limited resources, which often leads marketers to favour short-term business needs over long-term strategic efforts.”
“As the landscape of B2B marketing continues to evolve, AI tools will enable marketers to dedicate more time to crafting creative campaigns that drive engagement, establish connections with customers, and yield positive results,” he added.
