Artificial intelligence is increasingly central to advertising, yet a new report by MiQ highlights a significant gap between AI usage and readiness among marketers. The study, “The AI Confidence Curve,” surveyed 3,169 marketers across 16 countries, including Singapore, Japan, Thailand, and Australia. It found that whilst 72% of marketers globally plan to expand AI use in the next year, only 45% feel confident in their ability to apply it effectively.
Singapore emerges as a leader in AI adoption, with 86% of marketers intending to use AI more, the highest among surveyed countries. However, only 47% are fully confident in their AI knowledge. In contrast, Japan shows higher confidence, with 51% of marketers feeling knowledgeable, yet only 66% plan to increase AI usage. Thailand reports the lowest intention to expand AI use, with just 45% planning to do so.
MiQ JAPAC CEO Jason Scott noted, “The study demonstrates the varying levels of confidence and uptake in AI, although Southeast Asia has emerged as a transformative region when it comes to embracing AI.” The report identifies knowledge gaps and inadequate measurement systems as key challenges. In Singapore, only 38% of marketers are confident in their team’s ability to optimise performance against marketing KPIs.
The report suggests that to bridge the readiness gap, marketers should invest in AI literacy and integrate AI into performance measurement. MiQ’s Chief Marketing Officer, Jordan Bitterman, emphasised the opportunity to close the 27-point gap between usage and readiness, stating, “We’re at the start of a journey that will ultimately see us all move up the curve as we apply AI to more of our mission-critical work.”
