Adobe has released Asia Pacific findings from its 2026 AI and Digital Trends Report, the company’s 16th annual global study, revealing that brands across the region are among the most ambitious adopters of artificial intelligence — but face significant gaps in deploying agentic AI at scale.

Agentic AI ambition outpaces execution

The report, based on responses from 7,000 consumers and marketing professionals worldwide, identifies a tipping point in enterprise AI adoption where organisations are moving beyond generative tools towards autonomous, agentic systems capable of executing multi-step tasks without human intervention. Asia Pacific brands were found to lead globally on stated AI ambition, with a higher proportion planning to expand AI capabilities compared to counterparts in other regions.

However, the data also points to a readiness gap. Many APAC organisations cited governance frameworks, data quality, and workforce upskilling as barriers to fully operationalising agentic AI — challenges that reflect broader enterprise dynamics across Singapore, Australia, and Southeast Asia.

Implications for digital experience

Adobe’s findings carry direct implications for marketing technology and customer experience stacks. As agentic AI systems begin to manage personalisation, content generation, and campaign execution autonomously, enterprises face pressure to establish trust and oversight mechanisms that match the pace of deployment.

The report arrives as Adobe continues to embed AI capabilities across its Experience Cloud platform, positioning agentic tools as the next frontier for enterprise marketing operations in the region.