New insights from Adobe’s Future of Digital Experiences Report illuminate how generative artificial intelligence (AI) is poised to revolutionise the marketing and customer experience realm in Australia and New Zealand (ANZ), with a majority of professionals foreseeing advantageous outcomes and consumers expressing a mix of enthusiasm and ethical concerns, underscoring the growing influence of generative AI in moulding brand dynamics and approaches.
According to the report, 85% of marketing and customer experience professionals in ANZ envision generative AI as a catalyst for improved work product quality and volume, enhanced creativity, and more targeted customer reach. This positive outlook aligns with the belief that generative AI can better personalise customer experiences (85%) and identify new audiences and customer journeys (88%).
ANZ consumers, too, exhibit recognition of the transformative potential of generative AI. Over 60% believe that it can elevate the customer experience, while an even higher percentage (66%) are confident that it can contribute to improved product quality.
However, their enthusiasm comes with a caveat – responsible and ethical use of generative AI is a priority. For 37% of respondents, ethical considerations are paramount, while 47% emphasise actions that enhance customer and employee experiences. Only a mere 16% advocate for the complete avoidance of generative AI.
Moreover, ANZ consumers are keen to explore new digital formats. Approximately 70% express interest in experiencing products through virtual or augmented reality, and 60% desire engagement with brands within immersive and virtual worlds.
ANZ brands are heeding the consumer call for novel digital experiences, as they navigate the contemporary economic landscape. Virtual/immersive events (67%), the ability to create virtual products convertible into physical items (67%), VIP access to virtual influencers and celebrities (65%), and digital tokens for virtual and physical product exchange (63%) are among the innovative strategies being considered by ANZ companies.
The report underscores the critical interplay between economic conditions and consumer expectations. Nearly half (44%) of ANZ consumers indicate that their expectations intensify during economic downturns. This sentiment is particularly pronounced among ANZ’s Generation Z and millennials, where 50% assert higher expectations in challenging economic climates. Trust and price emerge as focal points for consumers when faced with economic uncertainty.
Katrina Troughton, Vice President and Managing Director for Adobe ANZ, emphasises the rising expectations consumers hold for brands in the region. With economic challenges amplifying these demands, Troughton underscores the need for brands to proactively invest in AI technologies, like generative AI, and integrate them into all aspects of the customer experience workflow. Such integration, Katrina believes, will hasten the delivery of personalised experiences that meet the evolving demands of ANZ consumers.
The implications of generative AI for ANZ’s marketing and customer experience landscape are profound. While professionals anticipate enhanced creativity, efficiency, and customer engagement, consumers express enthusiasm for the possibilities presented by this technology. However, their enthusiasm is grounded in a demand for responsible and ethical use.
ANZ brands are rising to the occasion with innovative digital experiences, all the while navigating the delicate balance of consumer expectations heightened by economic challenges. As the region journeys into this AI-driven era, the collaborative efforts of brands and consumers will shape the transformative potential of generative AI.
An earlier report at OpenGov Asia cited that customers nowadays are dealing with a lot of knowledge and choices, which makes it harder than ever to get their attention. Hence, brands that want to stand out in this digital noise must understand and meet the changing needs of their customers.
In a world where the demand for content has gone up across many channels, it is important to streamline the process of making it. Adobe emphasised how important it was to streamline and automate this process to give agile teams the tools they needed to handle the heavy creative task. To get the most out of creativity, it’s important for internal teams, outside companies, and clients to work together well.
Responsiveness is central to this evolution and transcends these operational adjustments. Brands must determine whether to deliver proactively what they believe customers want or to adapt based on real-time customer feedback.
Finely tuned tools and systems enable real-time adaptation to consumer demands, yielding significant results. To meet the ever-changing demands of today’s market, where immersive experiences are gaining popularity, businesses must quickly adapt and modify their offerings.
