Adoption of generative AI technology is trailing behind employee usage and consumer demand: Adobe

A recent study by Adobe highlights that while Indian brands are prioritising customer experiences for growth, the adoption of generative AI technology is trailing behind both employee usage and consumer demand. 

The focus group for the study comprised over 2,000 consumers and 500 marketing professionals in India to understand customers’ expectations from brands and their readiness for generative AI adoption.

The research indicates that despite 9 in 10 employees using generative AI in marketing, only half of Indian brands have formally embraced this transformative technology.

Facing budget cuts, with 42% of organisations already reducing marketing and customer experience budgets and 37% planning to do so in the next 12 months, brands are turning to technology solutions to streamline operations. 

The study finds that 70% of organisations are leveraging technology to improve workflows, with 59% specifically looking to generative AI for solutions.

However, despite acknowledging the benefits and widespread employee utilisation of generative AI, only 47% of respondents state that their companies currently use generative AI tools in their operations.

APAC brands fail to prioritise data security, sustainability, and accessibility

The study also explores factors influencing consumer trust and spending habits in a Gen AI market. 

The report indicates that 44% of Indian consumers are more likely to stay loyal to brands they trust even though they use generative AI tools, and 45% are more likely to spend more with trusted brands.

The primary factor in building consumer trust is data security, according to 90% of respondents, closely followed by the provision of sustainable products or services and accessible customer experiences. 

Conversely, 90% of consumers state they will decrease spending with brands that compromise data safety, while 91% will spend less if they experience an inaccessible customer journey.

Anindita Veluri, marketing director, Adobe India, said, "Generative AI represents a transformative shift in how brands connect with consumers. It goes beyond mere automation and is the key to unleashing creativity, achieving hyper-personalisation, and productivity in marketing - a win-win for brands and their customers."

Duncan Egan, vice president digital experience marketing - Asia Pacific and Japan, Adobe, said, “As employees start to bring their own generative AI tools to work, organisations need to be on the front foot with AI usage policies and monitoring. Without this, brands run the risk of having multiple shadow AI solutions that fail to meet the organisation’s security, privacy, data handling, and compliance standards. Strong guardrails are also required to ensure ethics and legal governance are baked into the usage of these tools, particularly given consumer concerns and the premium placed on brand trust.”