Why generative AI is significant for businesses to gain a competitive edge
generative AI lags behind consumer demand and employee usage, a new survey from Adobe suggests.
Only 47% of respondents in India said the company they work for currently uses generative AI tools. A remarkable 94% of Indian employees said they had already used generative AI in marketing and customer experience campaigns in the workplace; 52% have employed large language models and 50% have used text-to-image generators to create promotional brand materials and content.
Generative AI essentially refers to deep-learning models that generate high-quality text, images as well as other content based on the data they get trained on.
The research is derived from an online survey of more than 16,113 consumers and 4,250 marketing and customer experience professionals globally. The survey was conducted by Advanis in May 2023.
The Asia-Pacific analysis comprises a sample of 5,027 consumer respondents and 1,877 marketing and customer experience professionals. This includes Australia and New Zealand as well.
Anindita Veluri, Director of Marketing, Adobe India, said generative AI represents a significant shift, not only in business innovation but also in fundamentally transforming how we approach and execute marketing.
“It has the potential to drive efficient productivity and reshape marketing across various applications, including customer engagement, personalised content creation at scale, more robust data insights, lead generation, and increased speed to market. The capability of marketers to rapidly create, modify, and enhance content for greater impact through generative AI is a unique opportunity that brands need to leverage now,” she stated.
Leveraging generative AI in the current digital landscape is paramount for firms to
