Summary
Despite being in the early stages of exploring generative AI (genAI), B2C marketers in Asia Pacific (APAC) have already applied it to various use cases and reaped tangible benefits, such as efficiency and productivity gains. To progress to the next stage and expand utilization, marketers must address adoption barriers and invest in training and governance to alleviate concerns. This report helps B2C marketing executives understand the current state of genAI in marketing and benchmark their efforts in the region.
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