Study Finds Generative AI Driving Businesses Growth in Asia

Generative AI continues to make waves among businesses in Asia.

Credits: Adobe

Adobe's 2025 AI and Digital Trends Asia study found that many businesses in the region are already seeing the benefits of adopting generative AI.

“Businesses across Asia are embracing generative AI at an unprecedented pace, and the impact is already tangible,” said Shashank Sharma, Senior Director of Digital Experience for Southeast Asia and Korea at Adobe.

The study which surveyed over 508 executives across Hong Kong, South Korea and Southeast Asia, found that more than half (55%) of the respondents’ respective businesses were able to free up resources for strategic initiatives thanks to generative AI. Up to 53%, meanwhile, observed revenue growth through more effective marketing.

“From accelerating innovation to unlocking new revenue streams, generative AI is not just a tool – it's a growth engine for businesses world over,” added Sharma, noting how these positive outcomes can strengthen the adoption and market impact of generative AI.

Additionally, the study found that many senior executives in Asia see AI, including generative AI and predictive AI analytics, as top drivers of growth in 2025.

AI is also seeing broader use cases in Asia and is no longer limited to customer service chatbots. According to the study, AI has helped businesses enjoy a return of investment by optimising orchestrating customer journeys (16%), creating photoshoots and creative content (14%), and chat and customer support (14%).

That said, challenges in the relatively new technology persist. Data silos, for example, are posing a significant gap for businesses in Asia. Despite their ability to market more effectively, only 9% of the respondents describe their business’s digital customer experience as exceptional.

Credits: Adobe

The majority of these respondents (88%) cite fragmented data as the top problem that prevents them from delivering personalised experiences that are responsive in real time. And privacy and security concerns are the top obstacle to connecting customer data across functions, said up to 43% of the respondents.

However, many senior executives in Asia are trying to find solutions to these challenges. They propose to invest more in data integration and real-time insights (61%) and AI and machine learning advancements (57%) over the next 12 to 24 months.

Lastly, 87% of senior executives in Asia expect significant improvements in the speed and volume of content production in 2025. Despite this, 69% of the respondents believe they’re under strain from new tech and tools like generative AI.

“Today, more than ever before, businesses are seeing mounting pressure to use generative AI to elevate their customer experiences. Agentic AI can help ease this burden. By integrating into assistants and copilots, it can provide businesses more adaptive and autonomous support, managing time-consuming tasks like database management and content delivery”, noted Sharma.

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• Adobe's latest study on AI found that many businesses in the Asia are already seeing the benefits of adopting generative AI.

• Executives who participated in the study said generative AI helped their business free up resources for strategic initiatives and bring revenue growth through more effective marketing.

• That said, challenges like fragmented data persist.