9 out of 10 employees in India claims to have used generative AI for their brands marketing campaigns while recent research by Adobe shows otherwise. As per the latest Adobe research on Indian brands AI use claim shows that only 5 out of 10 Indian brads have used AI for their brand’s marketing.
Indian brands always gives priority to customer experiences to drive their brand growth as per the latest Adobe research. Most Indian brands are cutting their customer experience and marketing budgets accounting to 42% of brands.
While 37% of Indian brands are in the process of cutting down their customer experience and marketing budgets in the next 12 months. To cut down customer experience and marketing budgets, most brands are deploying efficient technology solutions which will improve workflow (70%) and AI (59%).
However, the latest research shows that use of generative AI for formal businesses lags behind employee usage and customer demand. 94% of employees in India said that they have used generative AI at workplace for customer experience and marketing campaigns.
Among the 94% employees 52% employees used LLMs or large language models while 50% employees used the text-to-image generators that helped them create brands promotional content and materials.
As per the report only 47% employees said that their current company used generative AI tools. Anindita Veluri, the Marketing Director of Adobe India said, “Generative AI represents a transformative shift in how brands connect with consumers. It goes beyond mere automation and is the key to unleashing creativity, achieving hyper-personalization, and productivity in marketing – a win-win for brands and their customers.”
Manav Sethi, Hero MotoCorp’s Head of Media Martech and Growth said, “Generative AI is the raw material businesses need to elevate not only the customer side of experiences but also help bring efficiencies and time-to-market advantages to future platform building. Bearing the tremendous future ahead of it, one can make Gen AI part of the entire customer journey and personalized experience, potentially impacting MarTech, content, creativity, and personalization at scale.”
According to Abobe research, brand trust is a major determining factor for a brands growth and customers spending in this challenging economic environment. Almost 44% Indian consumers said that they would stay loyal to the brand they trust while 45% consumer said they would spend more on their trusted brand.
Indian consumers said that they consider brands trusted when brands keep their data safe, which is the first factor to building trust among consumers. 90% consumers in India said that they would decrease their spending on brands that don’t keep their data safe. While 49% consumers would stop spending money on brands that don’t keep their data safe.
Vice President of Digital Experience Marketing Japan and Asia Pacific, Adobe, Duncan Egan says, “As employees start to bring their own generative AI tools to work, organization need to be on the front foot with AI usage policies and monitoring.”
He further adds, “Without this, brands run the risk of having multiple shadow AI solutions that fail to meet the organisation’s security, privacy, data handling, and compliance standards. Strong guardrails are also required to ensure ethics and legal governance are baked into the usage of these tools, particularly given consumer concerns and the premium placed on brand trust.”