Welcome to the new era of creativity, driven by Generative AI.

The Adobe 2024 Digital Trends Asia Pacific and Japan Report has landed, revealing the key trends shifting the digital landscape for organisations across the region. From content, to sales, to creative workflows - generative AI is shaking up the status quo.

Discover the trends shaping the future of creativity.

Adobe, in collaboration with Econsultancy, surveyed over 8,000 digital experience professionals - from executives to practitioners - and over 6,000 customers globally. Our research shows that customers are ready for highly-personalised experiences across every channel. To deliver this experience, organisations are leveraging generative AI to create more content, faster and embrace opportunities to evolve existing content.

Brands are facing greater pressure to increase content velocity.

As customers crave more personalised experiences across every channel, brands are being challenged to keep up with demand. With the customer experience having a significant impact on business, it’s no longer optional to create content at scale and speed.

Organisations are looking to generative AI to reshape content workflows.

Practitioners already have plans to use generative AI to streamline their creative workflows - to produce content faster and eliminate slow manual processes - and to help them as they look to optimise every step of the customer journey.

Fostering trust is a key challenge in the era of AI.

Many organisations are still finding their feet with generative AI and, although many brands know it is key to content creation, there remains some uncertainty when it comes to brand safety, legal compliance and the responsible use of data in AI content. Filling these trust gaps is a key concern for organisations moving forward.