Adobe Digital Dialogue

Design and creativity underpin Experience Business

Merg­ing the online and offline expe­ri­ences of con­sumers has emerged as the key dri­ver of change for the cre­ative com­mu­ni­ty across Asia Pacif­ic in 2017, as com­pa­nies seek to build strong, suc­cess­ful expe­ri­ence busi­ness­es.

Design and cre­ativ­i­ty are now essen­tial foun­da­tions for busi­ness­es, while simul­ta­ne­ous­ly becom­ing the com­pet­i­tive dif­fer­en­tia­tors of suc­cess­ful dig­i­tal trans­for­ma­tions.

By har­ness­ing new tech­nol­o­gy like arti­fi­cial intel­li­gence and machine learn­ing, cre­ative teams can strip away the mun­dane and focus instead on strat­e­gy and ideation, and craft authen­tic expe­ri­ences that span the phys­i­cal and real worlds.

Merg­ing online and offline expe­ri­ences stood out as the num­ber one invest­ment pri­or­i­ty for enter­pris­es when Adobe polled 5,000 cre­ative and mar­ket­ing pro­fes­sion­als across the region for the Cre­ative Pulse 2017 report. Yet while there’s clar­i­ty about pri­or­i­ties, there remains evi­dence of an oppor­tu­ni­ty gap.

Experience opportunity

52 per cent of sur­vey respon­dents said cus­tomer expe­ri­ence was front and cen­tre of their strat­e­gy, yet only 21 per cent of cre­atives in the region have designed their own CX project.
A quar­ter of all respon­dents said they don’t have a cus­tomer expe­ri­ence pro­gram in place, nor do they have plans to devel­op one over the com­ing year. This appar­ent mis­match between intent and real­i­ty places slow-mov­ing organ­i­sa­tions at a seri­ous com­pet­i­tive dis­ad­van­tage. While they lan­guish, their nim­bler region­al rivals race ahead with bril­liant­ly designed, cre­ative cus­tomer expe­ri­ence ini­tia­tives that are attract­ing cus­tomers and build­ing loy­al­ty.

A dig­i­tal trans­for­ma­tion is under­way across Asia Pacif­ic, reshap­ing how the world’s lead­ing enter­pris­es engage with con­sumers by com­bin­ing rich cre­ativ­i­ty with deep data-dri­ven insight and pow­er­ful tech­nolo­gies.

Skills update

Pro­fes­sion­als under­stand the impor­tance of keep­ing their skills rel­e­vant – 45 per cent upskill every six months, while a fur­ther 26 per cent update their skills annu­al­ly, the report found.

This isn’t sur­pris­ing, giv­en that 54 per cent of respon­dents under­stand how tech­nol­o­gy is dras­ti­cal­ly chang­ing cre­atives’ work prac­tices, with social media and data ana­lyt­ics high­light­ed as hav­ing the biggest impacts.

What also shines through in the report is how most cre­atives are embrac­ing new tech­nolo­gies as a tool for rais­ing the qual­i­ty of their work. Half of all respon­dents said that arti­fi­cial intel­li­gence and machine learn­ing tech­nolo­gies would sup­port and stim­u­late cre­ativ­i­ty.

There is, how­ev­er, a small­er num­ber of cre­ative pro­fes­sion­als that are con­cerned about the exis­ten­tial threat these tech­nolo­gies could pose. These con­cerns were most preva­lent in India, South­east Asia and Korea, which per­haps reflects the preva­lence of con­tent pro­duc­tion hubs in these mar­kets.

Advanced tech­nolo­gies won’t replace human cre­ativ­i­ty, they will aug­ment it. Arti­fi­cial intel­li­gence and machine learn­ing can stream­line cre­atives’ work­flows and help to remove organ­i­sa­tion­al fric­tion, which was also iden­ti­fied by many respon­dents as a brake on their abil­i­ty to roll out new cre­ative con­tent at speed and at scale. These tech­nolo­gies lib­er­ate teams to focus on ideation and design think­ing.

Time to act

But again, there are signs that not every­one is ben­e­fit­ting from tech­nol­o­gy equal­ly.
Asked whether they would use machine learn­ing and automa­tion to free them to invest time in strat­e­gy and cre­ativ­i­ty, half of the respon­dents said yes and half said no. Sim­i­lar­ly, when asked if they could use arti­fi­cial intel­li­gence to give con­sumers per­son­alised expe­ri­ences, 47 per cent said yes and the oth­er 53 per cent said no.
There was a sim­i­lar split for cre­atives explor­ing vir­tu­al real­i­ty and aug­ment­ed real­i­ty and those who were not.

The results of the Cre­ative Pulse sur­vey reveal an oppor­tu­ni­ty for all cre­atives to press pause; to recog­nise that every indus­try and every role is being trans­formed by tech­nol­o­gy. Humans aren’t being replaced by tech­nol­o­gy – at least cre­ative humans aren’t – they are being assist­ed by it.

There is an oppor­tu­ni­ty here and now to iden­ti­fy how tech­nol­o­gy can strip fric­tion from cre­ative process­es, how it can inject intel­li­gence into the online and offline cus­tomer expe­ri­ence, and how it allows cre­ativ­i­ty and con­tent to scale at the speed that social-savvy con­sumers now expect.

Watch this video for some key high­lights from the report.

Down­load the full report here

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