Adobe's annual briefing: smarter companies use artificial intelligence

Marketing firms in the Asia Pacific region lead the world in implementing artificial intelligence, a new briefing shows. Data from Adobe's 2018 edition of its annual'Digital Intelligence Briefing' shows that digital marketing firms in the Asia Pacific (APAC) region are leading the industry in employing artificial intelligence (AI). Adobe's surveys found that 28% of top performing companies – those with profits over £150m (AU$270m) – are implementing or planning to implement AI, relative to the rest of the market at 12%. Speaking about the APAC region particularly, Paula Parkes, senior director, APAC Enterprise Marketing said, "smart organisations are investing in disruptive technologies to drive productivity and deliver compelling experiences for customers". Adobe's survey data revealed that majority of marketers currently engaging with the technology are using AI to analyse data, however APAC firms also lead in adopting AI in more niche areas, such as content creation and creative and design work.