Closer Teams, Faster Results, Lower Costs: How GenAI Helps Companies Scale Effectively
At the Adobe Summit in Singapore, executives highlighted how Adobe’s AI-enhanced digital solutions can accelerate growth and keep companies competitive. Since ChatGPT’s debut in 2022, generative AI (GenAI) has moved beyond basic efficiency tools to become a key driver for delivering faster, more personalised customer experiences at scale.
Mr Shashank Sharma, Adobe’s senior director for digital experience in South-east Asia and Korea, explained how GenAI is changing creative work. “AI is accelerating,” he said. “It is opening content floodgates, tapping into everybody’s imagination and redefining what we mean by the word ‘scale’.”
The annual summit brought together over 600 partners and customers to discuss the future of digital experiences. This year’s focus was on how AI fuels creativity and supports expansive, visual communication. Adobe introduced new features within its Experience Platform, which combines customer data and content tools to help teams work more efficiently.
- Product Support Agent: Helps marketing teams quickly resolve technical issues such as missing campaign data or broken links.
- Data Insights Agent: Enables users to query data in plain English and receive instant visual answers.
These tools automate routine tasks and simplify complex workflows, allowing teams to concentrate on creative and strategic efforts without replacing human input.
Putting GenAI to Work
Regional companies shared practical examples of GenAI’s impact. The Coca-Cola Company uses Adobe Firefly to accelerate brand-consistent content creation, ensuring faster localisation and maintaining brand voice and copyright compliance. This results in significant time and cost savings.
Changi Airport Group (CAG) applies GenAI to enhance digital engagement. “We’re using GenAI to turbocharge experimentation and scale our content, enabling richer, more personalised interactions,” said Mr Tay Yan Long, senior manager at CAG. The team leverages AI for journey orchestration, predictive insights, and agentic marketing to test and scale ideas efficiently.
Citibank integrates GenAI for proactive problem-solving and predictive analytics, improving customer satisfaction by anticipating needs rather than reacting. “The future of banking lies in anticipating customer needs, not just reacting to them,” said Mr Gourab Kundu, head of digital growth for Asia South at Citi Wealth.
Adobe also partners with firms like ServiceNow to enhance B2B customer journeys. “We collaborate with Adobe to create real-time personalised journeys at scale,” said Mr Prabu Purushothaman, senior director at ServiceNow.
Why GenAI Is Delivering Real Results
A recent Adobe study shows GenAI adoption in Asia is maturing, with more companies reporting measurable benefits. In a late-2024 survey of over 500 executives across Hong Kong, South Korea, and South-east Asia, 55% said GenAI freed resources for strategic work, while 53% linked it to increased revenue through smarter marketing.
Use cases range from chatbots to social media content generation, all aiming for faster, smarter personalisation. Eighty-seven percent of senior executives expect content production to become quicker and more scalable in 2025, with AI reducing support costs.
Still, challenges remain, such as siloed data and poor cross-team collaboration. Mr Sharma noted, “The challenge is content creation, production, workflow and asset management. When we see things holistically, you can bring in more creativity and leverage that.”
To address these gaps, 80% of executives plan to increase technology investments, with nearly a third expecting significant budget growth. Many also intend to invest in talent, viewing AI as a tool to enhance—not replace—human capabilities. “Digital transformation is about improving experiences and operational efficiency. AI must be complemented by the human element to keep services authentic,” Mr Sharma added.
AI Tools for Businesses
In March, Adobe introduced several AI-driven innovations within the Adobe AI Platform to improve customer experience orchestration:
- Adobe Experience Platform Agent Orchestrator: Manages and coordinates AI agents across Adobe and third-party tools through a single interface.
- Adobe Brand Concierge: Configures AI agents that guide consumers from exploration to purchase using immersive, conversational experiences.
- Adobe GenStudio: An end-to-end content supply chain solution that streamlines planning, creation, management, activation, and measurement of marketing campaigns.
- Adobe Firefly Services APIs: Support video and 3D workflows by automating high-volume, time-consuming tasks.
For executives aiming to scale their teams and results efficiently, these AI tools offer practical ways to reduce costs and accelerate workflows while maintaining quality and personalisation.
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