Employee Experience And Readiness Is A Big Barrier To GenAI Adoption In Asia Pacific

In Forrester’s Marketing Survey, 2025, 35% of B2B marketing decision-makers in Asia Pacific cited employee experience and readiness as among the greatest challenges to adopting generative AI in their marketing organization, compared with 22% in North America and Europe. This reflects hurdles specific to linguistically diverse Asia Pacific, where the availability of education and training about AI in local languages may be insufficient for confident adoption. And in developing regions, there may be greater concerns about AI’s impact on job security and a lack of digital skills and AI fluency. This is a snapshot of Forrester’s data on the adoption of technology by B2B marketing organizations.