A new report from multinational software company says over 60 per cent of creatives and marketers in India believe that new age technologies are going to impact their workplace practices and this will be the next big disruptor in the industry and so while 42 per cent of them in the country have recently implemented a customer experience program; 34 per cent plan to develop the same in the next 12 months.
As per, Adobe’s 2017 Creative Pulse research, which surveyed more than 5,000 creative and marketing professionals and examined the role of design and creativity in businesses transformation across Asia Pacific (APAC) like India, Australia, New Zealand, Korea, Southeast Asia, Hong Kong, Taiwan and China did not feel concerned by artificial intelligence or machine learning. However, 30 per cent of respondents did feel concerned about the impact of these technologies.
Respondents in India felt the most concern about new technologies and this reflects India’s role as a ‘content production hub’. Creatives in India are concerned that new technologies will take over their jobs, however, as they embrace AI and machine learning, creatives will be able to increase their value through design thinking. A whopping 59 per cent find it imperative to update their skills every 6 months to keep up with the industry developments.
“While artificial intelligence and machine learning provide an opportunity to automate processes and save creative professionals from day-to-day production, it is not a replacement to the role of creativity. It provides more levy for creatives to spend their time focusing on what they do best – being creative, scaling their ideas and allowing them time to focus on ideation and creativity,” said Adobe South Asia Managing Director Kulmeet Bawa.
Adobe research identified social media and content as key investment areas by APAC organizations, behind customer experience, however, they also present challenges.
“The age of social media has augmented the demand for content and organisations have struggled to keep up. Budgets were identified as the biggest challenge, followed by conflicting views and internal processes. Data and analytics become their primary tool to ensure that what they are creating is relevant, and delivering an amazing experience for customers,” said Bawa.
The research also reinforced the importance of design and creativity in digital transformation and experience business.
“Experience Business is not about transitioning traditional experiences onto a digital platform. It is about understanding the power of great design and creativity and differentiating one’s services from the competition to ensure a compelling experience for customers.” added Bawa.