AI: 73% Indian brands working on regulations, says Adobe study

In India, 73 per cent brands are currently developing regulations to ensure responsible use of artificial intelligence (AI), a study by Adobe has revealed, while, as of now, only 21 per cent brands said their customer experience has been exceptional.

The study, however, showed 82 per cent of the brands surveyed recognised the benefits of using AI for content creation while 71 per cent were setting up a detailed AI roadmap to realise business goals.

Preparing key staff to work in tandem with AI and laying down rules for the use of generative AI at the workplace are priorities, 47 per cent senior executives said, while 45 per cent stressed on the ethical and secure usage of AI. While 70 per cent of the senior executives surveyed said they were prepared to put to use guidelines for Gen AI governance, 58 per cent said they were investing in governance frameworks.

Only 38 per cent respondents said they had started using AI to write copy, emails and messages while 40 per cent generated infographics and personalised pictures using the technology. According to the study, 52 per cent executives preferred using AI-generated data and algorithm to set up a personalised website experience.

Organisational management and data analytics will be most significantly impacted by AI, more than 60 per cent respondents in the Asia-Pacific and Japan said. Brand managers are increasingly understanding the significance of governance and data capability, thereby currently scaling up investment in customer data management.

India, incidentally, is the leader in customer data management. The study showed 75 per cent of Indian brands now use generative AI to enhance productivity on a large scale. The benefits include easier anticipation of customer needs and content delivery on time.

Overall, in India, 45 per cent organisations said that they have a fully operational generative AI mechanism in place while 27 per cent respondents said pilots were on the way. In the Asia Pacific and Japan region, only four per cent executives said they were yet to deploy a generative AI adoption strategy at the workplace.