All In on AI: The Future of Marketing in Asia Pacific

Asia Pacific (APAC) is where digital moves at an incredible pace of speed, agility and innovation. This region constantly pushes boundaries of what is possible, driving change and I consistently see markets, brands and advertisers keen to test and try new innovation. This is a region that doesn’t wait for change - it drives it.

In Shanghai, a single tap on WeChat unlocks everything from dinner reservations to mortgage approvals. In Mumbai, millions use UPI (Unified Payments Interface) to pay for chai, groceries, and even tuition. No cash, no cards, just instant digital connection. In Singapore, super-apps are the new marketplace, blending shopping, social, and service in one swipe. Within my home city of Sydney, everyday life runs on tap‑and‑go convenience, with one of the world’s highest rates of contactless payments and the Government services are digitized end‑to‑end.

What’s remarkable isn’t just the pace of innovation - it’s how people have embraced AI and continue to be curious about ‘what’s possible’ Consumers are leading the way, showing us that when technology is designed for people, it becomes invisible, inevitable - an extension of our creative thinking, support with our relationships, and our now the ability to even help realise their dreams.

For me, the recent announcements we’ve made, features we have launched are truly helping people gain the very best out of what’s possible with AI. This quote, from Mustafa Suleyman, CEO of Microsoft AI is incredibly rewarding as we strive to build human-centered AI: “technology should work in service of people. Not the other way around. Ever.”

For the businesses, brands and advertisers, this isn’t a gentle nudge - it’s a wake-up call. Where consumers go, brands must follow. The region’s mobile-first, super-app culture means generative AI is a natural next evolution for this market. According to the 2025 Work Trend Index, 84% of APAC’s knowledge workers are already using AI at work- outpacing North America and Europe by nearly 20 points. In China and India, adoption rates soar above 90%, making AI as common as the smartphone.

For decades, technology has promised to make our work easier. Now, it’s making our ideas bigger, unlocking our creativity and the opportunity to save each, and every one of us incredible time. For me, that’s time back in learning, in more strategic initiatives, and even time with friends and family. The question isn’t whether you’ll work with AI - it’s how far you can go when you do.

Generative AI is not a tool - it’s a paradigm shift

At its core, generative AI addresses one of the biggest challenges facing modern marketers – the demand for speed and scale without compromising on quality. Generative AI lets us move faster and see further; but when speed becomes the point, are we at risk of leaving it all on autopilot? 

What’s key when it comes to AI is that amongst all of the updates, the incredible capabilities, the productivity savings – it’s such an incredibly exciting time in human history. We all are learning, exploring and figuring out ways to unlock each of our potential. Creativity isn’t built through shortcuts or clever prompts, it sits in the messy middle - where you tackle a brief, explore new possibilities, and breakthrough boundaries.

AI can be a powerful tool for creating space and time by removing the repetitive tasks that slow us down and giving us more opportunity to experiment and grow. The idea isn’t to hand over the creative reins, but to use technology to establish a new baseline, a starting point and unlock the kind of thinking that leads to real breakthroughs.

Brands and advertisers have always operated at the intersection of art and science - sharpened by data and insight, craft amplified by process. Used well, AI delivers three advantages that matter to CMOs and CFOs alike:

1. Attention quality at scale. Models can map demand, uncover nonobvious paths, and simulate creative routes across channels. Teams spend more time on high focused strategies, and drive efficiency and effectiveness.
2. Operating Costs. Repetitive tasks are removed, iteration cycles shrink; processes become simpler and easier to execute across channel, language, and market. Velocity becomes a creative input, not an output KPI.
3. Learning loops. With instrumentation baked in, creative doesn’t just run -it learns, feeding back signal that improves the next brief and the next build.

As we explore and launch this series, we’ll hear from advertising leaders in Asia-Pacific who will share practical strategies that pair AI’s power with creativity. Marketers who treat AI as a collaborator will share their perspectives, challenges and tips on ways each of us could consider ourselves.

Ready to see what’s possible when you team up with AI?

Stay tuned for stories from leaders across the region and we hope you’ll join us on the journey.