KUALA LUMPUR: Brands in Malaysia are prioritising customer experiences to drive growth, but are challenged by reduced budgets, according to new research from Adobe. To save on costs, organisations in Malaysia are cutting their marketing and customer experience budgets – 41% have already done so and another 41% will in the next 12 months.
In the workplace, a large majority of Malaysian employees said they had already used generative AI in marketing and customer experience campaigns. This is contrasted by only 38% of Malaysian respondents saying the company they work for currently uses generative AI tools. Employees are using text-to-image generators to create promotional brand materials and content , as well as develop concepts and mock ups for campaigns .
“As generative AI technologies continue to evolve, an absence of a set of strong guardrails and AI ethics principles can pose risks to the organisation and even erode consumer trust.”