81% of marketers are utilising AI models like ChatGPT and Google's AI Gemini.,AI adoption has led to increased operational efficiency, faster content generation, and improved personalisation.,Companies are categorised into three levels of AI adoption: operational optimisers, personalisation and experimentation architects, and strategic innovators.
The Rise of AI in Marketing
Artificial Intelligence (AI) and Artificial General Intelligence (AGI) are transforming the marketing landscape in Asia. A recent study by CleverTap reveals that 81% of marketers are now using AI models such as OpenAI's ChatGPT and Google's AI Gemini, formerly Bard. This shift towards AI is revolutionising the way businesses engage with their customers. For a broader view of AI's impact across the region, explore APAC AI in 2026: 4 Trends You Need To Know.
AI's Role in Content Generation
AI's impact is most noticeable in content creation, with 71.4% of respondents indicating that AI capabilities are extensively utilised by content teams. This is not surprising, as AI can generate content faster and more efficiently than humans. In fact, 54% of marketers use AI for faster content generation and campaign rollout. You can even learn How To Teach ChatGPT Your Writing Style to enhance your content.
AI and Personalisation
AI is also playing a significant role in creating real-time personalised experiences for customers. According to the study, 64% of respondents have used AI to build these personalised experiences, which are crucial for optimal engagement.
Popular Uses of AI in Marketing
Apart from content generation and personalisation, AI is also used for:
Creating emotionally resonant content (43%) Automating the creation of segments based on the probability of conversion (39%) Running experiments at scale (39%)
Levels of AI Adoption
The benefits a company derives from AI depend on its level of AI adoption. CleverTap has classified these levels into three categories:
Operational Optimisers: These businesses use AI to streamline content creation and enhance operational efficiency. They aim to save time, eliminate writer's block, and drive productivity. Personalisation and Experimentation Architects: These companies take AI adoption a step further. They use AI to enhance personalisation at scale and experiment in real-time to improve conversion efficiently. Strategic Innovators: These are the pioneers in automating routine tasks, streamlining workflows, and leveraging AI for strategic decision-making. They showcase an advanced and holistic approach to AI to capitalise on its benefits.
The Human Touch
Despite the increasing use of AI in marketing, it's important to note that 50% of consumers can tell if copies are AI-generated. This highlights the need for a balance between AI and the human touch in marketing. For insights into the future of work with AI, consider What Every Worker Needs to Answer: What Is Your Non-Machine Premium?.
AI's Impact on Business Performance
Businesses leveraging AI for customer engagement have witnessed significant benefits, including increased conversions (43%), boosted click-through rates (63%), and increased purchases (18%). A comprehensive report on AI's economic impact further details these benefits across industries [^1].
Comment and Share
Have you experimented with AI in your marketing campaigns? What benefits have you noticed? Share your experiences below and don't forget to Subscribe to our newsletter for updates on AI and AGI developments.
[^1]: PwC Global AI Study
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Latest Comments (3)
it's wild seeing 81% of marketers using chatgpt and gemini now. i was honestly building a sentiment analysis tool for ad copy like this last year for a client, felt like a niche thing then, but guess everyone caught up. makes sense for content, though.
The 81% adoption rate for general AI models like ChatGPT and Gemini is interesting, but I'm more curious about how many are actually building proprietary models or integrating specific AI solutions that handle the regulatory complexity here in HK. Off-the-shelf tools are one thing, true strategic innovation takes more.
the statistic about 81% of marketers using models like chatgpt or gemini is interesting, but it makes me wonder about the definition of "using." are they simply trying it out, or deeply integrating it into their workflows? the article doesn't really distinguish, which is crucial for understanding actual adoption and not just experimentation in marketing departments.
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