The adoption of AI tools among general consumers, as well as marketers and creatives, has seen a significant rise in Southeast Asia. This study is divided into two parts: the first explores the general population’s familiarity with AI tools e.g. ChatGPT, DALL-E, and Midjourney, examining their usage patterns, impact on daily productivity, and perceptions of AI’s accuracy and reliability. The second part delves deeper into the views of marketers and creative professionals, investigating how AI has influenced their work, from creating digital ads to improving workflow efficiency. Additionally, the study explores broader concerns, such as the rapid pace of AI development and whether professionals believe AI will one day replicate their roles.
First-party data from Milieu’s own Southeast Asia panel, ISO 27001 certified. Full approach on our research page.