Asia Pacific Marketers Focused on AI and Digital Skills

APAC marketers are ahead of their global counterparts when it comes to leveraging the power of new technologies

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Adobe and Econsultancy have released the Digital Intelligence Briefing: 2018 Digital Trends report, which provides insights into the state of digital marketing and the trends shaping the industry. This year’s report uncovers distinct differences between Asia Pacific (APAC) marketers and their North American and European counterparts, particularly with regards to adoption of artificial intelligence (AI) and investment in digital skills.

Investment and integration of technology is key to business success
Adobe’s 2018 Digital Trends report found that globally, top-performing companies are more than twice as likely to be using AI for marketing (28 percent vs. 12 percent). This aligns with Adobe’s “Future of Work: APAC Study”, which found that organizations investing in workplace technology are more likely to be successful.

Despite this, the Digital Trends report found that less than one in five global respondents (15 percent) said that their companies are pushing forward with AI, and nearly half of respondents (48 percent) said that their organisation has inconsistent integration between technologies.

While half (51 percent) of North American marketers see ‘no perceived need’ for AI, only a third (38 percent) of APAC marketers share this sentiment. Furthermore, APAC respondents (16 percent) were more likely to have an integrated, cloud-based technology stack, compared to their North American (10 percent) and European (9 percent) counterparts.

This indicates that APAC marketers are ahead of their global counterparts when it comes to leveraging the power of new technologies to automate the delivery of personalized content, empowering them to work smarter and faster.

Sunder Madakshira, head of Marketing, Adobe India, said: “New-age technologies have taken the centrestage for developing digital marketing strategies for leading businesses in India. With brands witnessing significant business impact from their digital transformation investments, Adobe is constantly innovating and investing in the integration of such disruptive technologies with business solutions to empower brands to deliver incredible experiences and become experience makers.”

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