52% executives of Indian brands admit to leveraging data and algorithms to deliver personalised website experiences, reveals Adobe study. Another 38% admitted to employing generative AI to craft customised emails, messages, and other content.
“Notably, Indian brands are among the global leaders in using AI to enhance real-time content creation, unify data insights and orchestrate journey personalisation thereby solidifying their market leadership. The leaders in this space are reaping the rewards with stronger consumer loyalty, more efficient conversions, and enhanced trust,” Anindita Veluri, Director of Marketing, Adobe India, told BrandWagon Online.
The report further states that while the survey of executives showcases confidence in Gen AI rollouts, many day-to-day users believe otherwise. Across the APJ (Asia Pacific and Japan) region, only four percent executives say their organisation does not have a formal Gen Ai adoption strategy, while in India, 45% of Indian organisations have Gen Ai solutions in place and are assessing their effectiveness, while 27% have pilots underway.
“Despite a broad desire for adoption, only a few brands are adjusting their strategies to fully leverage these benefits. Those at the forefront are leading with higher consumer loyalty, efficient conversion, and trust,” Veluri commented on the report. The report further states that 73% brands in India are developing guidelines for responsible use of AI while 71% are aligning a comprehensive AI roadmap with broader business goals. It was also revealed that 70% of senior executives feel well prepared to implement governance and ethical guidelines for Gen AI. Furthermore, 58% are actively investing in governance frameworks.
Executives are increasingly focusing on upskilling employees and establishing clear guidelines for the use of generative AI, with the report stating that advanced AI skills training for key staff is a top priority at 47%, followed by policies for ethical and secure AI usage at 45%. The study also revealed that over two-thirds of brands in the Asia-Pacific and Japan region expect generative AI to have the most significant impact on data analytics and management within their organisations. Recognizing the importance of data capabilities and governance, most brands are planning to boost investment in customer data management in 2024, with India leading the way at 75%. Adobe further stated that Indian brands are confidently deploying generative AI while enhancing their productivity on a larger scale. This innovation offers a distinct path to integrate data, anticipate customer needs, and provide more targeted and timely content delivery.
According to the report, only 21% of brands claim their digital customer experience is exceptional. Among practitioners, 38% are routinely using generative AI to craft emails, messages, and other copy, while 40% are leveraging AI to personalise images, infographics, and other content. The study also revealed that 82% of these brands see a clear benefit in using AI for content creation.