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Design and creativity are giving competitive businesses an edge in delivering good customer experiences, says Adobe’s 2017 Creative Pulse research of over 5,000 creative and marketing professionals in the APAC region. Integrating online and offline experiences is the biggest driver of change for the creative community. Adoption of data and analytics, and the need to learn new skills are the other major factors transforming business. Over 50 per cent of those surveyed were not worried about the impact of artificial intelligence or machine learning. Thirty per cent were. Respondents from India were split and had the highest number, at 27 per cent, who expressed concern. India being a ‘content production hub’, creatives are apprehensive of new technologies taking over their jobs.
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“While many firms have been focused on digital transformation and experiences, people still expect great physical experiences as well,” said Kulmeet Bawa, Managing Director, Adobe South Asia. “The recognition of new-age technologies as the next big disruptor reasserts the need for constant upskilling and reskilling among the employees.”
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