In the Asia-Pacific region, consumers in India and Southeast Asia are generally more active in embracing new digital experience formats, environments, and tools, compared to their counterparts in Australia, New Zealand, and Japan.
According to Adobe’s Future of Digital Experiences Report, 81% of consumers in India expect more personalised and relevant digital experiences, given the data and technologies brands can access. These numbers contrast with 32% of consumers in Australia and New Zealand, and 13% in Japan.
These numbers parallel national consumer expectations that brands will offer new and innovative experiences. For example, 91% of Indian consumers and 86% in Southeast Asia expect new ways for brands to engage in virtual or immersive worlds. The same is true for 60% of consumers in Australia and New Zealand, compared with just 48% in Japan.
Driving this new wave of consumer engagement is generative AI, with around nine in 10 consumers in India (93%) and Southeast Asia (89%) believing that generative AI can improve customers’ experiences and product quality.
When it comes to leveraging generative AI, consumers are most excited for brands to help them better find things online (32%), make experiences more relevant and helpful (30%), and enhance the creativity of content they engage with (27%).
Simon Dale, Vice-President & Managing Director, SEA and Korea, Adobe, said, “As economic challenges intensify, customer expectations for always-on, personalised content will continue to grow. Marketers across Southeast Asia 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.”