GENERATIVE AI is no longer on the sidelines. It's rapidly becoming a core driver of how businesses operate, compete, and connect with customers. Adobe's 2025 Global Digital Trends Report, including its Japac edition, shows that companies — especially in Asia — are moving beyond experimentation.
GENERATIVE AI is no longer on the sidelines. It's rapidly becoming a core driver of how businesses operate, compete, and connect with customers. Adobe 's 2025 Global Digital Trends Report, including its Japac edition, shows that companies — especially in Asia — are moving beyond experimentation.
From day-to-day operations to customer experience, AI is changing how teams collaborate, use data, and deliver impact. In Asia, the momentum is especially strong. A survey of 508 executives from South Korea, Hong Kong, Singapore, Thailand, Indonesia, and Malaysia found that 55 percent have seen how AI frees up resources for strategic work. Meanwhile, 53 percent say it has improved marketing performance and revenue. '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 worldwide. With companies in Asia now integrating GenAI into their core business functions and customer experience strategies, we expect even stronger adoption and market impact in the months ahead.'Globally, AI adoption is moving past the pilot stage. Companies are applying it across marketing, customer support, and operations. Among those with mature implementations, 64 percent report higher productivity, faster content creation, better decision-making, and improved business outcomes. What distinguishes Asia is the breadth of applications. 'In Asia, organizations must cater to a diverse, digitally savvy, and mobile-first audience. We're seeing a wide range of use cases for generative AI emerge in the market,' said Sharma. While other regions may focus on AI-powered customer support, Asian businesses are utilizing it to shape the customer journey, create content, and enhance engagement across various channels. Still, challenges remain. Fragmented data is one of the biggest obstacles to overcome. In Asia, 88 percent say it limits their ability to deliver real-time personalization. Around the world, many businesses continue to struggle with disconnected systems and inconsistent digital experiences. Only 9 percent of practitioners rate their organization's digital customer experience as exceptional. Privacy and security concerns add another layer of complexity. These issues are shifting investment priorities. Across Asia, 61 percent of executives say they're putting money into better data integration and real-time insights, while 57 percent are focused on building up their AI and machine learning capabilities. It's a shift happening in other regions too, as more companies realize they need smarter systems and stronger data foundations to make quicker, better decisions. At a recent Adobe media briefing, the company highlighted trends in Southeast Asia, where personalization at scale remains a top priority. As customer expectations grow, many businesses are under pressure to deliver more tailored, consistent experiences — yet still face hurdles in turning that goal into reality. But teams are feeling the strain. In Asia, 87 percent of executives expect content output to increase in 2025, while 69 percent of practitioners feel overwhelmed by new tech demands. 'Today, more than ever before, businesses are seeing mounting pressure to use generative AI to elevate their customer experiences,' said Sharma. 'Agentic AI refers to next-generation systems that can act autonomously on behalf of users. 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.' Agentic AI refers to next-generation systems that can act autonomously on behalf of users. In more advanced organizations, agentic AI is already making a difference. It enables faster responses to customer needs, automates repetitive tasks, and powers more relevant, personalized experiences. Companies that have scaled AI effectively report smoother workflows and more impactful campaigns. Tools alone aren't enough; success with AI depends as much on team structure. One ongoing challenge is the lack of clarity over who owns the customer journey. Adobe's reports and briefing emphasized the importance of clearer leadership and closer collaboration across marketing, customer experience, and technology functions. When ownership is unclear, customer experiences often become fragmented and inconsistent. Adobe encourages organizations to take a focused approach: connect the data, break down silos, and give teams clear goals and ethical guidelines for using AI. Executive support is also critical. Leaders need to align departments and ensure that AI efforts are tied to measurable business results. The year 2025 marks a clear turning point in how businesses scale AI. Asia isn't just leading in adoption; it's also leading in innovation. It is also redefining how AI is applied across the customer lifecycle. Globally, the companies seeing the strongest outcomes are those with unified data, cross-functional teams, and a responsible approach to innovation. As AI becomes embedded in business strategy, success won't depend solely on adoption. It will depend on how companies execute their strategy. The organizations that stay focused, break down silos, and apply AI to real customer needs will lead the next phase of digital growth.
From AI Data Challenges Persist– Adobe Study
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