Singapore – Amidst a growing interest from consumers to experience more personalised campaigns for them, marketers in the Southeast Asia region are optimistic about the use of various digital experience media, including generative AI, on their line of work. This was according to the latest data from Adobe.
According to the data, nine in ten respondents believe generative AI will help increase their work volume (93%) and create better content (89%), enhance their creativity (92%), and help reach more of the right customers (88%).
Strong majorities also believe that generative AI will help better personalise customer experiences (93%), as well as in identifying new audiences and customer journeys (93%).
From the consumer perspective, nine in 10 SEA consumers expect to view products through virtual or augmented reality, and 86% want brands to provide new ways to engage in immersive and virtual worlds.
In response, SEA brands plan to respond with new and innovative digital experiences such as the ability to build virtual products and convert them into physical items (84%), VIP access to virtual influencers and celebrities (84%).
And while both brands and customers are excited for the future of digital experiences, the current economic environment is putting pressure on brands to up-level their customer experiences: Almost two-thirds (64%) of SEA consumers say their expectations are higher when economic conditions worsen. The sea of data and technology companies in the market today also resulted in over half of SEA consumers (58%) expecting more personalised experiences that are tailored to their unique likes and needs.
Simon Dale, vice president and managing director for SEA and Korea at Adobe, said, “As economic challenges intensify, customer expectations for always-on, personalised content will continue to grow. Marketers across SEA recognise this soaring demand, and as such are proactively embracing advanced technologies such as generative AI to maintain a competitive edge. Strategically investing in cutting-edge technologies to transform their brand interactions results in enhanced organisational efficiency and allows for exceptional customer experiences.”
