GenAI driven personalization at scale will redefine customer experiences

In 2025, GenAI driven personalization at scale will redefine customer experiences, says Shashank Sharma, Senior Director, Digital Experience, Korea and SEA at Adobe.

As GenAI continues to be on the agenda for organizations in Asia Pacific, taking the right approach to developing the technology is key. Most business leaders are already beginning to demand ROI on their GenAI investments. While there is no question that GenAI has revolutionized industries, the full impact of the technology is still yet to be fulfilled in most companies.

One of the reasons for this is knowing exactly how to measure ROI for GenAI investments. Tech companies continue to explain to businesses that the main ROI from GenAI is not really financial gain but productivity gains. Put simply, GenAI’s main purpose is to improve work and customer experiences.

According to Shashank Sharma, Senior Director, Digital Experience, Korea and SEA at Adobe, companies face mounting pressure to adapt to disruptive forces such as GenAI, the shift from third-party to first-party data, and the growing demand for personalization at scale.

Sharma pointed out that customers expect seamless, meaningful experiences and are increasingly vigilant about how their data is handled. This shifting landscape offers immense opportunities but also challenges that require a balanced approach of agility, responsibility, and foresight.

“Asia Pacific stands at the forefront of technological adoption and innovation. Adobe has identified key strategies businesses in the region must embrace to stay ahead in an increasingly complex environment,” said Sharma.

Acknowledging the GenAI will become a cornerstone of business operations, Sharma also stated that deploying GenAI effectively requires organizations to focus on foundational enablers. This includes robust governance frameworks, clear ethical guidelines, and extensive workforce training.

“By aligning AI strategies with broader business goals and customer expectations and enabling enterprise-wide adoption, forward-thinking organizations can fully realize AI's transformative potential. Companies that master this integration will achieve operational efficiencies while crafting customer experiences that feel more personal and relevant than ever,” explained Sharma.

Data and GenAI personalization

“With third-party cookies being phased out of Chrome by early 2025, businesses must shift to first-party data strategies to maintain effective customer personalization. Customer Data Platforms (CDPs) that can unify and activate data in real-time will become a key piece of the equation, as they will pave the way for actionable insights that translate into better segmentation, personalization, and activation across channels. In fact, CDPs were the top priority for technology investments by senior executives in APJ, and this trend will continue to 2025 and beyond,” said Sharma.

For Shama, data collaboration with trusted partners is emerging as a vital strategy to expand insights without compromising privacy. He believes this shift demands a strong commitment to transparency, responsible data use, and robust security measures. Sharma also highlighted that companies that build consumer trust through clear communication and ethical data practices will not only weather the transition but also strengthen customer loyalty and market leadership.

In 2025, Sharma believes that GenAI driven personalization at scale will redefine customer experiences. Adobe’s APJ Digital Trends Report revealed 86% of consumers in the APJ region expect brands to provide personalized product recommendations based on their interests and past purchases. However, Sharma pointed out that businesses must also be able to understand the nuances of personalization across different markets.

“While most consumers are comfortable with brands using AI for personalization, preferences vary. Common tactics used in ANZ, India, and Asia could be seen as too direct in Japan. Brands must hence tailor their approach accordingly instead of adopting a one-size-fits-all strategy,” said Sharma.

Sharma added that GenAI will be a game changer in this as it enables businesses to create, adapt, and personalize content with unprecedented speed and precision.

“By streamlining creative workflows and integrating real-time analytics, organizations can tailor experiences to individual preferences while maintaining efficiency. Brands that prioritize this integration will stand out in crowded markets, driving deeper engagement and building stronger emotional connections with their audiences,” he said.

The use of data for personalization has to be done responsibly as well. Adobe found that 64% of consumers in APJ are worried about how much data brands hold about them, and 64% would be more open to granting permission to their data if brands were more transparent.

“As organizations increasingly rely on advanced technologies, the need for responsible innovation has never been greater. This means embedding ethical considerations into AI adoption, ensuring data privacy and security, and developing transparent practices that build consumer trust. Responsible innovation also requires thoughtful leadership—senior executives must champion AI strategies that align with organizational values and customer expectations while empowering teams with the training and governance needed for effective implementation,” added Sharma.

Sharma also believes that companies that adopt a proactive approach to responsible innovation will not only avoid potential pitfalls but also position themselves as trusted leaders in their industries, fostering sustainable growth and customer loyalty.

To ensure the best outcome of tech investment in 2025, Sharma mentioned that organizations must embrace technology as a strategic enabler while fostering a culture of agility and responsibility.

“GenAI, first-party data, and personalization at scale represent significant opportunities for those willing to invest in the right capabilities. At the same time, responsible practices in data management and AI usage are non-negotiable for building trust and maintaining competitive advantage. With these trends as a guide, businesses can navigate the complexities of a rapidly evolving landscape and position themselves for long-term success,” concluded Sharma.