The dynamic landscape of GenAI has been a subject of intrigue, anticipation, and speculation for many. As we stand at the cusp of a technological revolution, it becomes imperative to understand the perceptions, aspirations, and apprehensions surrounding this transformative technology. The MMA Global's comprehensive report, based on extensive surveys with over 100 companies, offers a timely snapshot of the state of GenAI as of July 2023.

As the world stands on the precipice of what has been called the Fourth Industrial Revolution, it is our privilege at the MMA Global to present this first report in a series, resulting from our benchmark study on the state of AI application in digital transformation. A reflection of collective wisdom from our Chief Digital Officers Insight Collective (CINC), this report traces the contours of the AI landscape as seen by those at the helm of digital transformation, the Chief Digital Officers (CDOs).

This report is a collaboration between MMA Global in Vietnam and Decision Lab to facilitate the industry with the latest consumers’ digital behaviors understanding. The study's primary objective is to examine the online habits of consumers, including their social media usage, entertainment consumption (music, movies, videos), communication methods, and shopping behavior. In the Q1 2023 edition, the report also tracks consumers' browser usage.

Three key highlights from this quarter’s report:

The Advantage "X" in the Playbook's title signifies the limitless possibilities that await within the ONDC ecosystem and this toolkit is a key resource to help tap into the same as a guide to help with discovery, adoption and business growth.

The Open Network for Digital Commerce (ONDC) is an innovative network that has garnered the attention of stakeholders and professionals in the digital commerce space in India.

In the past couple of years, Southeast Asia saw accelerated growth and changes in the technology landscape due to the COVID pandemic businesses experienced a boom in e-commerce, digital behaviors are normalized among consumers, and B2C engagement had adapted to the digital space. Now that it’s a norm for consumers to shop omnichannel and across multiple digital platforms, the next challenge for brands is to enhance consumers’ shopping experience and strengthen engagement in the future of integrated commerce.

Consumer experience is changing rapidly and expectations are evolving, with consumers now expecting a personalized experience across every brand and channel. To adapt to this environment, organizations need to focus on acquiring consumer data and developing a robust and privacy-respecting data strategy. The power of consumer data has given rise to a multibillion-dollar industry that touches all organizations in the world.

The State of Modern Marketing in India - a report in collaboration between MMA APAC and WARC - examines how the industry is approaching these challenges, focusing on current trends and future opportunities. To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets.

Findings from this study suggest that over a third (36%) of Indian marketers will spend more than 60% of their budgets on digital marketing, compared to 25% of APAC marketers overall.

To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets.
But as complexity grows, marketers face increasingly difficult choices about where to allocate their investments; what objectives and tactics to choose; and what capabilities to develop in order to drive future growth.

This report – a collaboration between WARC and MMA APAC – examines how the industry is approaching these challenges, with a focus on current trends and future opportunities.