After years of noise, hype and hesitation, the relentless march of AI has reached a turning point. CMOs across ANZ are no longer testing the waters; they’re diving in. New AI and Digital Trends research^[1] shows a clear shift among marketing leaders from guarded ambition to confident execution of AI solutions – at a rate faster than peers across Asia Pacific. Better yet, many are already seeing returns.

So, what’s fuelling this momentum? Have we finally cracked the challenges and concerns around data governance and responsible AI use? Or is this a momentary surge in adoption rather than a lasting shift?
 

From hesitation to implementation

If we rewind just a year, 2024 looked very different. While over a third of ANZ brands were piloting AI projects, only a fraction had moved beyond experimentation – just 14 per cent were evaluating the impact of working solutions. Measurable ROI? Forget about it. Fast-forward to today, and one in three now have a solution in place, with a further 12 per cent already seeing returns.

That pace outstrips other APAC markets. It’s not just fast, it’s focused. And that reflects a shift from hype to highly targeted execution.
 

More than just tech: The experience imperative

There’s no shortage of AI buzz in marketing and media – but the real story lies beneath the surface.

ANZ CMOs clearly recognise the power of personalised experiences to drive engagement, with nearly three-quarters naming it their top growth priority for 2025. With rising expectations and elusive brand loyalty, relevance isn’t just nice to have, it’s a ticket to the game.

But despite the intent, there’s still a gap. While 62 per cent of consumers want more personalised recommendations, only 35 per cent feel they receive them. This is where AI can make the difference if it’s implemented well. And that’s something that leading brands have already recognised. In tying AI to customer experience strategy, CMOs have rewritten their playbooks – and that’s what is providing confidence to take AI initiatives forward.

Once hesitant to scale AI, brands have channelled their caution around governance, responsible use and organisational readiness into building a strong foundation. That groundwork has empowered them to move beyond pilot projects, proving and scaling AI in ways that account for risk and actively manage it. Nearly half of senior leaders already deploying projects say they’re seeing improved customer engagement through personalisation. They’re moving from broadcast to bespoke at scale, transforming CX from a static journey into a dynamic, real-time dialogue.

While that’s great for the leaders, what’s happening with the rest? If the intent is there, the customer demand is there, and AI is the key enabler, why is there still a gap between ambition and execution?
 

Cracking the data dilemma

For many years, marketers have struggled to unify customer data across touchpoints. In 2025, that challenge has evolved from an operational efficiency to a strategic imperative. AI doesn’t just benefit from connected data – it feeds on it.

That’s why 82 per cent of CX front-line teams say siloed data is still blocking efforts for real-time personalisation. And senior leaders are paying attention. Data integration and real-time insights now top the list of tech investment priorities, driven by the dual need to personalise experiences and power AI applications.

Governance and compliance concerns haven’t left the table, especially for brands early in their AI journey – nearly 60 per cent recognise the two as huge barriers to scale. But for those deeper into AI maturity, early caution has paid off. In taking time to get the foundations right, these brands are now moving forward with greater confidence and fewer compromises.
 

Scaling content for a personalised world

If personalisation is the promise, content is the cost of entry. And the appetite for it is growing exponentially. As marketers push toward hyper-personalisation, the required volume, variety, and velocity skyrockets.

And here’s where generative AI comes in. According to the research, 88 per cent of senior leaders expect significant gains in content speed and volume thanks to generative tools. AI is helping automate low-value tasks, streamline production workflows, and surface variations tailored to specific audiences and journey stages.

Agentic AI isn’t just on the horizon, it’s here. New tools that act independently based on goals and context will boost efficiency and free up teams for higher-value work like creative thinking, planning and big-picture storytelling.
 

One team, one journey

The other thing working in ANZ’s favour? Clarity around ownership. While many APAC markets remain divided over who owns the customer journey – marketing, IT, CX or ops – ANZ brands are more aligned. Nearly 80 per cent say the CX team is in charge.

This unified ownership model reduces internal friction and makes driving a consistent, connected customer experience across touchpoints easier. And in a world where AI outcomes are only as good as the strategy behind them, alignment is a significant competitive advantage.
 

From foundations to future-ready

The data is clear: ANZ brands are accelerating the integration of AI into their CX workflows and brand interactions and reaping early rewards. But there’s still ground to cover. The gap between ambition and execution hasn’t disappeared. Many brands are still navigating organisational readiness, data complexity and talent shortages. The good news? This isn’t a blip on the radar; the foundations are stronger, and momentum is building.

With personalisation as the north star and data as the engine, AI is no longer a question of if or when but how well. For marketing leaders across ANZ, 2025 isn’t just about transformation, it’s about proving that AI can deliver real, measurable value – now and into the future.

To learn more about the digital trends shaping leadership decision-making and customer expectations, read Adobe’s AI and Digital Trends snapshot for Australia and New Zealand

^{[1] Adobe AI and Digital Trends 2025: Australia and New Zealand snapshot https://business.adobe.com/au/resources/digital-trends-report.html?sdid=35SVBHFC&mv=email&mv2=sponsored}