Data Snapshot

Asia Pacific B2B Marketers Lead The Way In GenAI Adoption

June 12th, 2024
With contributors:
Dane Anderson , Matthew Selheimer , Melvin Tan , Bill Nagel

Marketing professionals worldwide are in a frenzy to jump on the generative AI (genAI) bandwagon and often see 2024 as a pivotal year to make headway. The pace and extent of adoption vary by region; our data suggests that marketers in Asia Pacific (APAC) are adopting genAI faster than their counterparts in North America and Europe. Forrester defines four levels of genAI adoption: education, exploration, experimentation, and production. GenAI’s role in content production and potential to ameliorate the challenges APAC organizations have faced in creating and localizing relevant content have accelerated its adoption in the region. This is a snapshot of Forrester’s data on B2B marketers’ adoption of genAI.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($395).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.