Asia-Pacific (APAC) brands are gearing up to lead the global customer experience revolution, as consumers become conversant with emerging technologies and delve deeper into virtual and immersive environments. This insight emerges from recent research conducted by Adobe.
To fuel this experiential transformation, both marketers and consumers are eagerly adopting artificial intelligence (AI), particularly generative AI.
Immersive Experiences: The New Normal in Digital Retail
A global survey, encompassing the views of 13,000 consumers and 4,250 marketing and customer experience professionals, including those from Malaysia, delineates the extensive influence of these disruptive technologies on consumers and businesses. It marks new horizons for living, working, and shopping in the digital realm.
The Adobe Future of Digital Experiences Report reveals that within the next two years, a whopping 68% of Malaysian consumers will favor online shopping outlets, significantly more than their counterparts in the US, Europe, Middle East, and Africa. Brands are also anticipated to stretch their digital experiences into innovative formats.
In line with this, 84% of Malaysian consumers expect to interact with products via virtual or augmented reality. Furthermore, 83% wish to see brands exploring novel ways to engage them in immersive and virtual environments.
Malaysian Brands: Redefining Digital Experiences
Malaysian brands are poised to reciprocate with trailblazing digital experiences:
- • Converting virtual products into tangible items (82%)
- Trading digital tokens for virtual and physical products (84%)
- Organizing virtual/immersive events (67%)
- Granting VIP access to virtual influencers and celebrities (86%).
Rising Expectations Amid Economic Challenges
Though these futuristic opportunities are thrilling, the existing economic conditions compel brands to upgrade their customer experiences. Nearly 72% of Malaysians confess that their expectations have surged due to the deteriorating economic climate, which is more than the 61% in APAC. This sentiment is especially potent among younger consumers.
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Generative AI: The New Hope for Brands and Consumers
As expectations mount, Malaysian marketing and customer experience professionals already depend on AI: 47% acknowledge AI as beneficial in their work, and 22% hail AI as a “miracle.” Download the full report here.
