The next game changer for creatives


23 August 2017
New technologies are the most disruptive trend for creatives

In South East Asia, augmented and virtual reality and other new technologies are being carefully tracked by designers and marketeers as the next game changer.

 A survey of more than 5,000 creative and marketing professionals across Asia Pacific found that while half were concerned by artificial intelligence or machine learning, 64% in South East Asia were concerned, with 22% saying they were extremely concerned.

 But they are ready to embrace the coming disruption. This year’s Creative Pulse research conducted by Adobe in India, Australia, New Zealand, Korea, South East Asia, Hong Kong, Taiwan and China, also found that 51% of respondents are intending to pick up new skills in machine learning and automation to raise their value through design thinking.

 As V.R. Srivatsan, Managing Director, Adobe Southeast Asia, pointed out, “Artificial intelligence (AI) and machine learning can automate mundane processes and help creative professionals streamline their day-to-day production, allowing them time to focus on ideation and creativity.”

 He predicted, “These new technologies are not going to replace the role of creativity; instead they can help free up time for creatives to focus on what they do best—being creative and scaling their ideas.”

 Another key finding is that organisations in South East Asia are investing in social media more than any other regions in Asia Pacific.

 “Social media is big in SEA, and it has forced an explosion in demand for content, putting pressures on organisations to keep up. Budgets were identified as the biggest challenge, followed by conflicting views and internal processes,” said Srivatsan. “To deliver the maximum impact with a shrinking budget, creatives and marketing teams must leverage data and analytics to align their content strategy, and ensure what they are creating is relevant, and delivering an amazing experience for customers.”

Across Asia Pacific, 54% of respondents advised that customer experience is at the centre of their organisation’s strategy. The survey showed that 36% of creatives and marketers have recently implemented a customer experience program while 38% plan to develop one in the next 12 months.

 In South East Asia, customer experience is the second biggest investment after social media.