When it comes to the uptake of Artificial Intelligence (AI) integration in marketing, top-performing companies globally are more than twice as likely to be using the technology than their mainstream counterparts (28% vs 12%).

The finding comes from Adobe’s 2018 Digital Trends report, and as noted by IT Brief Australia, align with another study of the company’s which reveals that organisations investing in workplace technology are “more likely to be successful”.

Despite the findings indicating that AI technology is of firm consideration for the advancement of leading businesses, the report also found that just 15% of global respondents claimed their company is making progress with the tech, while just under half (48%) cited inconsistent integration between technologies.

Meanwhile, there also seems to be a geographical difference in attitudes towards AI’s application. Over half (51%) of North Americans believe there is “no perceived need” for AI, while under a third (31%) of marketers in the Asia Pacific (APAC) region believed this to be true.

In addition, of those surveyed in APAC, 16% were more likely to have an integrated, cloud-based technology stack, compared to just 10% of those in North America and 9% in Europe.

APAC ahead of the game

IT Brief suggests this indicates that marketers in APAC are “ahead of global counterparts” when it comes to reaping the potential of AI technology, which could play a leading part in the automation of personalised content and data interpretation.

“Rapid economic development and unprecedented growth have positioned APAC at centre stage of the disruption being created by new, digital technologies,” said Paula Parkes, APAC enterprise marketing senior director for Adobe Marketing Cloud.

“In the current Experience Business era, smart organisations are investing in disruptive technologies to drive productivity and deliver compelling experiences for customers.”

On what those organisations are excited about when it comes to AI technology, delivering personalised experiences in real time topped the list among 36% of companies and 40% of agencies, followed by using AI/bots to drive campaigns and experiences, and engaging audiences through virtual or augmented reality.