A recent Salesforce survey reveals that 87% of C-suite executives in Singapore consider generative AI one of their top three business priorities. The research, which surveyed 221 executives from large businesses across the country, offers insights into how organisations are navigating the rapidly evolving AI landscape.
According to the survey, 48% of respondents confirmed their organisations already have a defined generative AI strategy, while a further 47% stated they are in the process of developing one.
Why AI is crucial for businesses
The survey highlights that companies slow to adopt generative AI risk falling behind competitors. The rapid pace of AI development, transitioning from chatbots to autonomous AI agents, means businesses could lose ground quicker than expected. This next leap involves agentic systems, which function more as trusted digital colleagues rather than just assistants.
The key drivers pushing Singapore’s C-suite executives to adopt generative AI include:
- Keeping up with cutting-edge technology (43%)
- Staying competitive in the market (42%)
- Enhancing customer and employee experiences (42%)
Business leaders are optimistic about integrating generative AI into their operations. According to 42% of executives, the CEO is primarily responsible for ensuring successful AI integration, followed by CIOs or CTOs (31%) and department heads (18%).
Barriers to AI adoption
Despite the enthusiasm, 95% of executives recognised that significant challenges remain in adopting generative AI. The primary barriers include:
- Issues related to accessibility and inclusivity (43%)
- A lack of training and skill-building opportunities (33%)
- The use of incomplete customer or company data for training AI models (31%)
- Insufficient governance frameworks (31%)
- Concerns about AI producing inaccurate outputs (28%)
The research also found that generative AI is expected to have the most significant positive impact in areas such as information technology (40%), operations (33%), finance (29%), and customer service (28%).
Salesforce’s response to AI integration
As businesses race to adopt generative AI, Salesforce has introduced several innovative tools to simplify and secure the process. Solutions such as the Einstein Service Agent and Einstein Sales Agents, powered by the Einstein 1 Platform and Data Cloud, are designed to boost productivity and enhance customer relationships.
A key concern surrounding AI adoption is data security. In response, Salesforce developed the Einstein Trust Layer, ensuring that businesses can implement generative AI without compromising data privacy or security.
Sujith Abraham, Senior Vice President and General Manager of ASEAN at Salesforce, highlighted the importance of data unification for successful AI implementation. “As CEOs look at AI to deliver measurable value and remain competitive, their first step should be unifying their data. Every conversation I have with business leaders about AI inevitably comes back to data and overcoming silos to increase the impact and accuracy of AI. Without building a cohesive view of the customer, generative AI initiatives will fall short,” Abraham said. He further emphasised the value of innovations like zero-copy data, which enables businesses to unify data without physically moving it, a development that will differentiate organisations in their AI efforts.