Third of APAC marketers using AI for content creation

The Asia-Pacific region is significantly outpacing its global counterparts in the adoption of artificial intelligence for creative and content work, a report by Adobe has found.

According to the company’s 2018 Digital Trends Report, the region’s marketers are much more likely to use AI technology to fuel areas such as creative and design work, content creation, email marketing and automating campaigns.

In particular, 23 per cent of marketers said they used AI for design and a third said they had adopted it for content creation. In contrast, only 11 per cent of Europeans and 18 per cent of Americans said they employed the technology to make content.

The report, which looked at markets such as Australia, India, Singapore and South East Asia, cited M&C Saatchi, Clear Channel and Posterscope, as leading the way in design through a 2015 poster campaign that served ads based on responses tracked through a camera.

Meanwhile, of those surveyed by Adobe and Econsultancy, fewer APAC marketers said they used AI for more technology-driven processes, such as programmatic advertising and data analysis, compared to the US and Europe.

In addition, fewer also have adopted it for optimisation and personalisation. However, despite this, APAC showed a significantly higher appetite towards increasing its overall use of AI.

Overall more than half of APAC marketers are either using AI already, or are planning to use it in the next 12 months, whereas in Europe and North America, new adopters are in the minority.

Half of North American marketers said they saw ‘no perceived need’ for AI,  while only 38 per cent of those based in APAC shared this sentiment.

Furthermore, APAC respondents (16 per cent) were more likely to have an integrated, cloud-based technology stack, compared to their North American (10 per  cent) and European (9 per cent) counterparts, the report added.

Paula Parkes, Adobe senior director of APAC enterprise marketing said: “Rapid economic development and unprecedented growth have positioned APAC at centerstage of the disruption being created by new, digital technologies. In the current Experience Business era, smart organisations are investing in disruptive technologies to drive productivity and deliver compelling experiences for customers.”


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