SINGAPORE — November 20, 2024 — HubSpot’s latest report sheds light on Singapore’s evolving AI landscape, revealing a paradox: while individual usage of AI is high, organizational adoption remains low. Only 27% of local organizations have formally implemented AI tools to support employees, compared to 51% of business leaders using AI individually. This dichotomy, combined with a lack of visibility into team-wide AI usage, poses challenges for businesses seeking to harness AI’s transformative potential.
“While AI holds considerable potential to positively transform how businesses market to, sell to, and service customers, our research suggests that ongoing gaps between AI strategies and operational realities are impacting how companies use AI,” said Dan Bognar, VP & MD, JPAC at HubSpot.
Unlocking AI’s True Potential Requires Strategy and Measurement
Businesses that establish clear policies and measurement frameworks for AI usage experience greater returns. HubSpot’s findings show significant benefits for these organizations, including:
- 88% increased productivity among employees.
- 76% enhanced efficiency.
- 75% higher customer satisfaction and revenue.
- 61% improved employee well-being.
Conversely, businesses without such systems report more modest gains, underscoring the critical role of structured AI adoption.
However, challenges persist. Leaders cite a lack of success metrics (49%), relevant skill sets (48%), and visibility into AI usage (45%) as significant obstacles.
AI Talent and Upskilling: A Critical Component of Growth
Singapore is poised to become a hub for AI talent. Over the next 12 months:
- 97% of businesses plan to invest in AI tools, with an average spend of S$32,000.
- 90% expect to hire for AI-related roles, including the increasingly prominent “Head of AI” position.
- Businesses aim to upskill workforces, leveraging initiatives like SkillsFuture Singapore to meet rising demand for AI expertise.
“The best results are derived from a combination of AI capabilities and human ingenuity,” noted Bognar. “This is a critical step that empowers employees not only to undertake strategic tasks but also to effectively leverage the power of AI to drive better business outcomes.”
Also Read: Dow Jones Unveils AI-Powered Korean Language Service to Transform Financial News Access in South Korea
From SEO to LMO: The Changing Face of Digital Search
The rise of generative AI and large language models (LLMs) is transforming how people search for information. AI chat models like ChatGPT are becoming default search tools, with 89% of Singaporean business leaders preferring them over traditional search engines.
“In the coming years, AI will become so integrated in how we think of technology that it will no longer be referred to as ‘AI-powered’,” said Bognar. “This shift will impact marketing strategies, requiring a pivot from SEO to Language Model Optimization (LMO).”
HubSpot is leading this evolution with its agent.ai marketplace, designed to make AI solutions accessible to businesses of all sizes.
About HubSpot
HubSpot is a customer platform that helps businesses grow better through seamless connections between customer-facing teams. With AI-powered engagement hubs and a Smart CRM, HubSpot serves over 238,000 customers across 135+ countries, including brands like DoorDash, Reddit, and Tumblr.
