New research conducted by Adobe unveils the leading position of Australian and New Zealand (ANZ) brands in the realm of customer experience innovation.
This prominence stems from the rising consumer awareness of emerging technologies and a growing interest in exploring virtual and immersive environments. Marketers and consumers alike are eagerly embracing artificial intelligence (AI), particularly generative AI, as a catalyst to drive innovation and elevate the overall customer experience.
The study reveals that during economic downturns, ANZ consumers exhibit heightened expectations, with 44 per cent stating that their demands escalate in such periods. This finding puts considerable pressure on brands to enhance their digital experiences and meet these heightened customer demands. Additionally, a significant proportion of ANZ consumers (70 per cent) express a strong desire to engage in virtual product exploration, while 60 per cent seek immersive and virtual world experiences.
To address these mounting demands and expectations, marketing professionals in the ANZ region are turning to generative AI for assistance. They see this technology as a valuable tool to effectively manage workloads, foster creativity, and expand customer reach amidst a rapidly evolving marketplace.
The research also highlights the impact of the economic climate on consumer behaviour. Nearly half of ANZ consumers (44 per cent) demonstrate increased expectations during economic downturns, with Gen Z and millennials exhibiting particularly high levels of expectation (50 per cent). Trust and price become more important factors for ANZ consumers in challenging economic conditions.
Artificial intelligence (AI) is seen as a solution by ANZ marketing and customer experience professionals, with 46 per cent finding it beneficial in their work and 12 per cent considering it a miraculous tool. Generative AI garners even greater enthusiasm, with 80 per cent of professionals anticipating its ability to enhance work product quality and volume, stimulate creativity, and expand customer reach. The majority also believe that generative AI will contribute to personalised customer experiences (85 per cent), the identification of new audiences and customer journeys (88 per cent), and an overall improvement in product quality (66 per cent).
ANZ consumers themselves recognise the potential of generative AI to transform brand interactions. A significant 63 per cent believe it will enhance the customer experience, while 66 per cent anticipate improvements in product quality. However, consumers emphasise the responsible and ethical usage of generative AI, with 37 per cent prioritising ethical considerations and 47 per cent emphasising actions that enhance customer and employee experiences. Only a small percentage (16 per cent) oppose the use of generative AI altogether.
A comparison of perspectives across different countries in the Asia-Pacific (APAC) region reveals varying levels of acceptance for new digital experience formats, environments, and tools. Consumers and marketers in India, Malaysia, Singapore, and Thailand are more inclined towards embracing these innovations than Australia, New Zealand, and Japan. The majority of consumers in India (81 per cent), Malaysia (70 per cent), and Singapore (66 per cent) expect more personalised and relevant digital experiences driven by the data and technologies available to brands. In contrast, only 32 per cent of consumers in Australia and New Zealand and a mere 13 per cent in Japan share the same sentiment.
These divergent perspectives align with national consumer expectations for brands to offer fresh and innovative experiences. A significant majority of Indian consumers (91 per cent), as well as those in Singapore (87 per cent) and Thailand (83 per cent), anticipate new ways for brands to engage in virtual or immersive worlds. In comparison, 62 per cent of Australians and 59 per cent of New Zealanders share this expectation, while the figure stands at a modest 48 per cent in Japan.
Likewise, there are variations in the perceived potential of generative AI to enhance customer experiences and product quality. In Thailand (94 per cent) and India (93 per cent), over nine out of ten consumers believe that generative AI can improve both customer experiences and product quality. In Australia and New Zealand, the numbers are lower, with around six in ten respondents (60 per cent and 67 per cent respectively) expressing the same belief.
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