SINGAPORE – Adobe has unveiled comprehensive findings from its 2025 AI and Digital Trends Asia snapshot, demonstrating how enterprises across the region are strategically implementing generative artificial intelligence to accelerate business growth and enhance operational efficiency.
The comprehensive study, encompassing insights from 508 senior executives across Hong Kong, South Korea, and Southeast Asia, reveals that organizational leaders are experiencing measurable returns on their generative AI investments. The research indicates that 55% of surveyed executives report generative AI has successfully freed up valuable resources for strategic initiatives, while 53% have witnessed revenue growth through enhanced marketing effectiveness.
“Businesses across Asia are embracing generative AI at an unprecedented pace, and the impact is already tangible,” said Shashank Sharma, Senior Director, Digital Experience, Southeast Asia and Korea at Adobe. “From accelerating innovation to unlocking new revenue streams, GenAI is not just a tool—it’s a growth engine for businesses world over. With companies in Asia now integrating GenAI into core their business functions and customer experience strategies, we expect even stronger adoption and market impact in the months ahead.”
The study positions artificial intelligence technologies, including both generative AI and predictive analytics, as the foremost priority for senior executives planning growth strategies for 2025. Organizations are particularly focused on leveraging these technologies to strengthen customer retention and build long-term loyalty programs.
While organizations in other Asia-Pacific and Japanese markets primarily focus on chat functionality and customer support applications, Asian practitioners are generating returns from more diverse applications.
The research reveals that 16% of practitioners are seeing significant returns from optimizing and orchestrating customer journeys, while 14% report success in creating photoshoots and creative content. An additional 14% continue to find value in traditional chat and customer support functions.
Despite these advances, the study identifies significant operational challenges that organizations must address to maximize AI potential. Data siloes represent a critical obstacle for Asian businesses, with only 9% of practitioners describing their organization’s digital customer experience as exceptional.
Fragmented data architecture is preventing practitioners from delivering personalized experiences that respond in real-time, an issue affecting 88% of surveyed organizations to varying degrees. Privacy and security concerns constitute the primary barrier to connecting customer data across business functions, according to 43% of senior executives and practitioners in the region.
“Today, more than ever before, businesses are seeing mounting pressure to use generative AI to elevate their customer experiences. Agentic AI can help ease this burden. By integrating into assistants and copilots, it can provide businesses more adaptive and autonomous support, managing time-consuming tasks like database management and content delivery”, added Sharma.
Paired with generative AI, agentic AI enables organisations to scale personalisation with greater speed and impact, while reducing support costs from traditional channels such as call center.
You can read the full report HERE.
