AI adoption soars as data & personalisation top priorities

Adobe has released its 2025 AI and Digital Trends report for Australia and New Zealand, finding accelerated adoption of artificial intelligence across brands in the region along with persistent challenges in data management and personalisation.

According to the report, based on a survey of 262 executives and 945 consumers across Australia and New Zealand, the proportion of brands formally deploying and evaluating generative AI solutions has risen from 14% in 2024 to 29% in 2025, marking the fastest rate of growth in Asia Pacific.

The findings show that 12% of executives already have generative AI solutions delivering consistent and measurable return on investment, which is in line with global averages. Additionally, 24% of brands indicated they are running pilot programmes with generative AI as they explore the technology's potential.

Surveyed senior leaders report notable benefits gained from AI-driven personalisation, with 45% saying it has improved customer engagement. Despite this, the consumer perspective reveals a gap: only 35% of respondents feel that they receive personalised recommendations and offers, compared to 62% who express a desire for such personalisation.

The report highlights that 53% of executives are experiencing increased pressure to enhance customer engagement and conversion, as changing consumer expectations for personalisation continue to climb.

Adobe's findings further indicate that brands in the region are targeting personalisation as the top business priority for 2025, ahead of efforts to unify data and expand AI usage more broadly.

Despite growing adoption, data management issues remain an obstacle. Four in five (82%) executives stated that siloed data across online and offline sources hinders their ability to deliver real-time personalisation. As a result, customer data management has become a top technology investment area for the next 12 to 24 months.

Evaluating the effectiveness of these investments will largely depend on their ability to ensure strong data protection and privacy practices. The research found that 59% of brands see governance, compliance, and data privacy as the largest barriers to scaling AI, a figure higher among those just beginning their AI journey.

Duncan Egan, Vice President of Enterprise Marketing, Adobe APAC and Japan, commented on the findings: "Local brands have significantly advanced their AI initiatives in the past year, building on a responsible foundation of AI guardrails and data governance essential for scaling. With two in three brands planning to invest in data integration and real-time insights over the next couple of years, it's clear the focus is shifting towards connecting data to help deliver timely, consistent, and relevant customer experiences."

Looking ahead, brands see the potential for personalisation not only to improve customer relationships but also to drive broader business growth. Unifying data and leveraging AI are highlighted as ongoing priorities to achieve these goals.

Egan also addressed the complex environment for marketing teams: "As AI is rapidly adopted and marketing teams are expected to acquire new skills and supervise higher volumes of content, it can feel overwhelming. This makes agentic AI appealing, given its potential to automate customer engagement and lighten internal workloads. However, new agentic AI applications won't be effective unless they're built on connected data."

He added: "These tools, coupled with cross-team collaboration, will ensure businesses can overcome their most significant challenges and continue to unlock AI's full power to achieve personalisation at scale and more importantly, business growth."

The 2025 Adobe AI and Digital Trends Australia and New Zealand report underscores the importance for organisations to prioritise data integration, governance, and privacy as they accelerate digital transformation and seek to align with rising consumer expectations in the region.