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 decode and meet evolving consumer expectations. “This technology, with its advanced algorithms, enables businesses to process vast amounts of data for insights, driving customised and predictive consumer engagements,” she added. Affirming such views, Manav Sethi, Head Media Martech & Growth, Hero MotoCorp, said generative AI is the raw material businesses need to elevate not only the customer side of experiences, but also help bring efficiencies and time-to-market advantages to platform building. “Bearing the tremendous future ahead of it, one can make gen AI part of the entire customer journey and personalised experience, potentially impacting MarTech, content, creativity, and personalisation at scale,” he said. Findability Sciences, an enterprise AI company, has integrated generative AI for predictive and prescriptive analytics services across various industries, including manufacturing, financial services, retail and telecom. In manufacturing, for example, they focused on forecasting equipment failures and optimising supply chains, while in financial services, they predicted market trends and risk assessments.
Anand Mahurkar, Founder & CEO, Findability Sciences, said firms can achieve a significant edge in personalisation and efficiency by the use of such AI. “It translates to enhanced customer experiences and operational excellence. The strategic use of generative AI is not just an innovation but a necessity for businesses aiming to lead in market responsiveness and agility,” he added.
