65 Per Cent Of Aussie Business Leaders Not Ready To Adopt Mobile, AI Or VR

65 Per Cent Of Aussie Business Leaders Not Ready To Adopt Mobile, AI Or VR
SHARE
THIS


What best describes you?

Survey findings by Squiz, the Australian company powering digital transformation for its clients, revealed the vast majority of business leaders are not ready to adopt mobile, AI, or VR technologies.

65 per cent of Australian business leaders are not prepared or have no plans in place to address either Artificial Intelligence (AI) or Virtual Reality (VR) technology, according to a recent survey of Australian business leaders.

The survey, conducted by Squiz, questioned 150 Australian business directors, owners, and senior managers. Of this pool, only seven per cent of companies are currently using either AI or VR within their business.

Of the 93 per cent who do not currently use either technology, 27 per cent plan to adopt AI and 28 per cent plan to adopt VR within the next 12 months.

When asked to identify the perceived advantages of the emerging technologies, Australian business leaders claimed that AI would help reduce human error (32 per cent) and automate tasks (29 per cent). For VR, the advantages included improving customer experiences (31 per cent) and assisting with marketing and events (29 per cent).

“Most marketing and IT departments have an idea of what they should be doing with digital but they ultimately struggle with the holistic tech outlook that makes digital transformation a reality”, says Cindy Lenferna de la Motte, managing director, Ikabo (a Squiz company).

“There is an immediate need for more user-intuitive websites, stronger mobile presences, and more engaging and useful intranets. However, without a mandate for change set by the CEO, they are usually facing huge internal constraints to successfully going digital in a holistic manner.”

These constraints were evidenced in survey responses, with the biggest concerns businesses had for using AI being the associated expenses (35 per cent) and lack of human control (23 per cent). For VR, expense was also a major concern (43 per cent), along with no imminent need to use the technology in the company (31 per cent).

“You cannot embark on a digital transformation project without a reason and in today’s digital age businesses shouldn’t need to look far for an imperative to be embracing new technologies”, says Lenferna de la Motte.

“By lifting the lid on internal processes and seeing what each and every moving part is doing, businesses can see where emerging technologies could assist, and ultimately benefit their bottom line.”

In the same survey, 56 per cent of business leaders admitted to not having a mobile app or mobile website, despite 65 per cent of respondents believing it to be ‘very’ or ‘somewhat important’ for customers to be able to contact their company via a mobile app. When it comes to investing in mobile customer experience (CX) over the next year, only 28 per cent of respondents are planning to do so.

Despite identifying the biggest drivers for mobile as improved CX (21 per cent), increased audience reach (17 per cent), and more targeted communications (14 per cent), Australian business leaders claim that technical skills (19 per cent), budget (17 per cent), and time (11 per cent) are among the biggest challenges hindering the adoption of mobile to the next level.

“Experimenting with digital technologies carries some risks to business. But with the power these technologies have to shine light on ineffective and unsynchronised functions, businesses can tap into a competitive edge, and become poised to participate in successful innovation”, concludes Lenferna de la Motte.

 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]