Marketers in the Asia-Pacific region are ready to embrace AI and see the advantages of the technology when it comes to productivity.
A majority (76%) of marketers in Asia Pacific, including in Singapore, say artificial intelligence (AI) will significantly change the way they work in the next year, and 46% in the region hope it will help them to be more productive, a study from LinkedIn said.
LinkedIn said the study covers more than 1,500 marketing professionals across the globe, including over 700 in Asia-Pacific (Singapore, Australia, India, Indonesia, Philippines, Malaysia and Japan).
The study revealed that the majority of marketers in the region–including in Singapore (68%), believe AI will significantly change the way they work in the next year, and 46% (Singapore 54%) hope it will help them to be more productive.
The study also found that 87% (Singapore 78%) believe AI will support their work and help create space for teams to think innovatively, LinkedIn said.
In Asia-Pacific and Singapore, 6 in 10 marketers are using the technology today, with 1 in 2 (50%) in the region experimenting with tools such as ChatGPT.
The study further said that nearly 82% of B2B marketing leaders in Singapore plan to increase their use of generative AI in the next year.
Marketers in Asia-Pacific plan to use AI for day-to-day tasks, such as summarizing lengthy articles and videos (82%), creating first drafts of written content and presentations (78%), and helping them solve problems (77%).
“AI is permeating all aspects of work, including marketing. It is now more crucial than ever to create memorable campaigns that enhance brand value. However, many B2B CMOs say they feel pressured to drive results with limited resources. This often leads marketers to prioritize short-term business needs over long-term strategic efforts. AI holds the potential to assist B2B CMOs by freeing up their time to concentrate on the strategic aspects of their roles. As the landscape of B2B marketing continues to evolve, AI tools will enable marketers to dedicate more time to crafting creative campaigns that drive engagement, establish connections with customers, and yield positive results,” Matt Tindale, Head of Enterprise, LinkedIn Marketing Solutions, Asia Pacific said. As a response to growing AI use in marketing, LinkedIn has piloted Accelerate, a new automated B2B marketing campaign powered by AI to support B2B marketers in the campaign creation process.
LinkedIn said it is piloting the solution to a limited number of customers in North America and plans to make Accelerate available globally in 2024.
