AI Adoption in ANZ Leads APAC as Personalization Takes Center Stage

The 2025 AI and Digital Trends Australia and New Zealand (ANZ) snapshot, published by Adobe today, shows that ANZ brands have adopted AI at the fastest rate in Asia Pacific (APAC) this year.

Based on a survey of 945 consumers and 262 executives in Australia and New Zealand, the study discovered that the percentage of brands formally implementing and assessing generative AI solutions rose from 14% in 2024—less than half the APAC average—to 29% in 2025.

In keeping with the worldwide average, it also discovered that 12% of CEOs had operational generative AI solutions that are currently producing a steady, quantifiable return on investment (ROI). Others have pilot projects underway and are at an earlier stage of their AI journey (24%).

Significant gains in customer engagement were reported by senior leaders as a result of AI-driven personalization (45%).

Local businesses have made considerable progress in their AI projects over the past year, according to Duncan Egan, vice president of enterprise marketing at Adobe APAC and Japan. This progress is based on a responsible foundation of data governance and AI guardrails, which are crucial for scaling. It's evident that the emphasis is moving toward linking data to help create fast, consistent, and relevant consumer experiences, as two out of three businesses want to invest in data integration and real-time insights over the next two years.

Additionally, brands have identified customization as their top goal for 2025, after harnessing AI and integrating data, since they see the potential for personalization to stimulate wider company growth.

When it comes to satisfying client wants, there is still a big gap to be filled. Although 62% of customers like to get tailored offers and recommendations, just 35% of them currently report receiving them.