Brands in Australia and New Zealand accelerate AI but face data challenges
ANZ Brands Lead APAC in AI Adoption, But Face Data Roadblocks to Personalisation at Scale, Adobe Report Finds
SYDNEY – 22 May 2025 – Brands across Australia and New Zealand are accelerating their use of generative AI faster than any other Asia Pacific market, according to Adobe’s 2025 AI and Digital Trends ANZ report. The number of companies formally deploying or evaluating AI solutions has more than doubled year-on-year, jumping from 14% in 2024 to 29% in 2025.
Yet while enthusiasm is high, data fragmentation remains a key barrier to delivering on AI’s full promise. 82% of brands cite siloed data as a major hurdle to real-time personalisation, while only 35% of consumers feel they receive personalised recommendations—well below the 62% who expect them.
Key insights:
- 12% of ANZ brands are already seeing measurable ROI from generative AI.
- Top priorities for 2025: personalisation, unified data, and AI-powered experiences.
- 53% of execs feel pressure to increase customer engagement and conversion.
- 59% say data governance and privacy concerns are the biggest barriers to scaling AI.
“As AI adoption accelerates, brands must connect their data and invest in responsible foundations to unlock personalised, scalable customer experiences,” said Duncan Egan, VP of Enterprise Marketing, Adobe APAC & Japan.
The report signals a growing shift toward agentic AI, automation, and cross-functional collaboration to ease internal workloads and drive consistent customer engagement—provided brands first solve for their disconnected data ecosystems.
Read more about the findings and what it means for the future of AI in marketing at Adobe.com.
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