Indian firms outpace Asia-Pacific peers in AI adoption, with personalization and productivity gains in focus

India has emerged as a global frontrunner in generating return on investment (ROI) from generative AI, according to a recent study by Adobe. However, while adoption is strong, challenges around data infrastructure and governance continue to limit the full potential of the technology.

Based on a survey of 345 executives, the study highlights that Indian businesses are reaping clear benefits from generative AI, especially in the Asia-Pacific region. Key advantages include enhanced content ideation and production speed (73%), along with improved productivity and operational efficiency (67%).

The report also points to a growing acceptance of AI-driven tools among consumers. Over half of respondents now prefer AI-powered assistants for tasks such as scheduling appointments (56%), tech support (56%), and placing orders (52%).

Despite this momentum, many business leaders acknowledge that consumer expectations remain a moving target. Executives stress the need for deeper personalization, while also confronting foundational data challenges.

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One of the main barriers to scaling AI, according to 55% of respondents, is the need to balance automation with human creativity. Meanwhile, 57% cite governance, compliance, and privacy concerns as their most pressing hurdles.

India’s leadership in AI implementation is reflected in the strategic shift underway. A significant 69% of Indian executives say that AI and machine learning will be the primary drivers shaping their technology stack decisions over the next 12 to 24 months, with a focus on hyper-personalized customer experiences.

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“Indian businesses are setting the global pace for realizing ROI on AI initiatives, with many achieving improved scale, speed, and operational efficiencies,” said Prativa Mohapatra, Vice President and Managing Director, Adobe India. “To sustain this growth, companies must tackle data readiness and embrace agentic AI-technology that can automate routine tasks and empower teams to focus on delivering more personalized, real-time experiences.”

As India advances its AI leadership, the path forward will hinge on strengthening data systems and aligning AI adoption with ethical, creative, and regulatory priorities.