Asia and Pacific SMEs are leading the world in generative AI adoption, beating the likes of tech hubs such as the US and the UK, according to the Adobe Digital Trends report.

It is no surprise that the main character of Adobe’s 2024 Digital Trends report is AI.

Two in three businesses in the Asia and Pacific region have already implemented either full or initial AI solutions to their businesses. This beats the likes of the US, where 61% of their businesses are using AI, and Europe at 55%.

However, the ANZ region falls behind the rest of Asia.

Around 80% of businesses in Asia are using AI, followed by India at 74% and then the ANZ region at 67%.

Many businesses across the region say that the use of AI will support their growth heading forward in 2024 and beyond, with 71% already creating their comprehensive roadmap.

But this percentage differs from day-to-day users who hold a different view. Only 3% of executives concede there is no formal strategy when it comes to AI, compared to 21% of practitioners who do.

Read more: Adobe joins the AI train

“For some senior executives, adoption can be as simple as signing a vendor contract, while practitioners are likely better acquainted with the realities of having the right data, tools and training. However, we expect this disconnect to narrow in 2024, with brands poised to strengthen organisational readiness for generative AI deployment,” says Duncan Egan, Vice President of Digital Experience Marketing Asia Pacific and Japan at Adobe.

“Generative AI offers a clearer path to unify data, predict customer needs, and deliver more relevant and time-critical content. However, the study shows that despite widespread adoption intentions, only some brands are recalibrating to seize these benefits, putting them ahead in the race for consumer loyalty, conversion, and trust.”

Now heading into the end of 2024, Adobe is warning brands to anticipate significant changes thanks to AI.

Adobe says the changes will most likely be reorganised teams and functions to accommodate AI. Even plans to introduce AI leadership roles are high across the regions (India at 78%, Asia at 73%, ANZ at 64% and Japan at 60%).

As of now, AI is primarily used to train key staff and upskill employees.