Generative AI: A Catalyst for Transformation in Asia-Pacific

Generative AI has evolved significantly in the last two years, becoming a powerful element that is transforming sectors worldwide. This evolution can be particularly noted in the Asia-Pacific (APAC) region, where businesses are moving from small experiments to comprehensive AI implementations.

Startup Superb consulted with Ryoji Sekido, CEO – Asia Oceania, Accenture, and Saurabh Kumar Sahu, Managing Director and Lead – India Business, Accenture, to discuss how organisations are scaling generative AI, the leading sectors, and the key factors for generating sustained business value.

The Transition from Proof-of-Concept to Comprehensive Transformation

During the initial stages of generative AI adoption in the region, as noted by Ryoji Sekido, efforts were mainly experimental. Companies focused on testing AI solutions in specific areas with limited scope and expectations. This situation has changed dramatically.

According to Sekido, there is now a noticeable push across the region. The focus has shifted from gradual enhancements to a comprehensive, transformative approach. A telling example is the Japanese insurance leader Meiji Yasuda, which confronted challenges such as a shrinking population and an ageing workforce by turning to generative AI for both efficiency and survival. In collaboration with Accenture, they implemented AI-driven personalised sales agents among its 35,000 sales personnel, which led to a doubling of productivity and enabled agents to handle up to 150 clients each, tripling their previous capacity. This transformation allowed Meiji Yasuda to reallocate resources towards emerging sectors like healthcare, positioning them for future growth.

In Australia, a similar situation can be observed with Telstra, the largest telecommunications company in the country. Accenture and Telstra have recently launched a joint initiative to fast-track their data and AI strategies, embracing a thorough, organisation-wide approach to AI. Sekido remarks that this is not focused on minor improvements, but on integrating AI into the fabric of business reinvention.

AI Leaders in India: Banking, Retail, and Life Sciences

In India, various sectors are rapidly adopting generative AI. Saurabh Kumar Sahu points out that banking, retail, life sciences, and specific manufacturing industries are at the forefront of moving from isolated trials to broader applications.

The banking sector is represented by Union Bank of India, which leverages AI to thwart fraud and offer hyper-personalised services. In the retail domain, Malabar Gold and Diamonds is utilising AI to enhance customer interactions and streamline operations. Customers shopping at their stores can find sales staff equipped with their purchasing history on handheld devices, which recommend products and integrate effortlessly with the billing process. According to Sahu, this exemplifies real-time personalisation.

The life sciences field is also undergoing significant changes, with generative AI reducing drug discovery timelines by employing intelligent systems to process intricate medical literature and datasets, thereby accelerating innovation in a traditionally tedious and resource-heavy field.

Addressing Misconceptions: The True Cost and Value of Generative AI

A prevalent misconception that hampers Indian businesses is the belief that generative AI is prohibitively expensive. Sahu mentions that many assume these technologies are beyond their financial reach, but that is no longer true. With the appropriate application, generative AI can prove to be a self-sustaining investment, providing considerable returns.

There is also a prevailing doubt regarding ongoing technology investments. Numerous businesses have already invested in cloud services and conventional AI solutions, leading some leaders to question when they will start to see returns. Sahu emphasises that generative AI is not merely another trend; rather, it serves as a versatile technology multiplier. He advises making bold, strategic commitments instead of adopting a hesitant, fragmented strategy.

The Human Element: Transitioning from Technology to Talent

As technology advances, the transformation of the workforce becomes essential. Sekido highlights the importance of democratizing AI within businesses. From the perspective of an average user, AI can appear overly intricate, necessitating platforms that simplify its complexity.

Accenture’s strategy includes creating user-friendly platforms that enable even those without technical expertise to develop and use AI tools, alongside enterprise-wide training programmes. This principle was pivotal in Meiji Yasuda’s transition. In addition to introducing AI agents, the company instituted extensive education and support initiatives, enabling all 35,000 employees to confidently incorporate AI into their day-to-day tasks.

Identifying Where the Value Resides: Productivity as a Driver for Growth

Looking ahead, both Sekido and Sahu agree that the primary value of generative AI resides in enhancing productivity. Sahu notes that for Indian firms, the crucial question is what to do with the newfound productivity, suggesting that businesses willing to reinvest AI-driven efficiencies into growth will see substantial rewards.

Sekido adds that while the advantages of generative AI are universal, specific national contexts influence priorities. In Japan, generative AI is addressing workforce shortages in an ageing population. In contrast, India is focused on using AI to make services like finance and healthcare more accessible. The goal is to foster inclusive and sustainable growth.

The Competitive Advantage: Strategic Thinking Over Tactical Approaches

When discussing what sets successful AI adopters apart, both executives point to strategic clarity. Sahu mentions that organisations making long-term, strategic investments in AI generally experience a revenue uplift of 12 to 15% above their competitors. Although tactical initiatives are simpler to implement, they seldom deliver substantial benefits.

Sekido supports this idea, emphasising that AI adoption should be considered a continuous journey, not a one-off endeavour. It’s about embedding AI deeply within corporate culture and operations over time. Companies that begin this process now will enjoy a distinct edge, especially as their employees become increasingly proficient in working with AI tools.

As generative AI shifts from being a novelty to a necessity, organizations throughout APAC, particularly in India, are recognising the crucial need to move past initial testing and integrate AI into their central operations. The message from Accenture’s leadership is straightforward: success will favour the audacious. With a well-defined strategic approach, investment in talent, and a solid technological framework, generative AI transforms from a mere tool into a catalyst for transformation and enduring growth.