A recent report by Adobe reveals that nearly two-thirds (65%) of brands in the Asia-Pacific and Japan (APJ) region have implemented or are piloting artificial intelligence (AI) solutions, surpassing the US (61%) and Europe (55%).
In APJ, Japan leads with the highest adoption rate at 82%, followed closely by India and other Asian countries, both at 72%. Despite this high level of AI engagement, there remains a notable absence of formal generative AI adoption strategies. According to the report titled “Digital Trends 2024 Asia Pacific and Japan,” only 2% of senior executives in Asia report having a formal strategy, compared to 30% of practitioners. The disparity is most pronounced in Japan, where only 4% of executives have a formal strategy compared to 37% of practitioners.
Duncan Egan, Vice President of Digital Experience Marketing for APJ at Adobe, attributes this gap to differing perspectives on generative AI. “Senior executives might view adoption as merely signing a vendor contract, whereas practitioners are more familiar with the practical challenges of data, tools, and training,” Egan explained. He anticipates that this disconnect will diminish in 2024 as companies enhance their readiness for generative AI deployment.
The report highlights that generative AI integration is expected to be a key driver of growth in 2024. Consequently, many brands are focusing on developing responsible AI usage guidelines (73%) and aligning AI strategies with broader business objectives (71%).
To accommodate AI adoption, organizations across APJ are planning significant changes to their operational models and structures. In Asia, 80% of companies intend to reorganize teams and functions, while 74% in India plan similar adjustments. The introduction of AI leadership roles is also prevalent, with 78% of Indian firms and 73% of Asian companies making these plans.
Additionally, companies are prioritizing initiatives to upskill employees and establish clear guidelines for generative AI use. The most significant initiatives include advanced AI skills training for key staff (47%) and policies for ethical and secure AI usage (45%).
Over two-thirds of APJ brands believe that generative AI will significantly transform data analytics and management. These organizations are planning increased investment in customer data management for 2024.
A related study by Capgemini, “Harnessing the Value of Generative AI 2nd Edition,” reveals that 80% of organizations are boosting their AI investments from 2023, with 24% integrating generative AI into significant portions of their operations—an increase from 6% last year. No organizations reported a decrease in AI investment.
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