As Australian and New Zealand businesses continue to navigate shifting markets and rising customer expectations, a new study has revealed that Artificial Intelligence is emerging as a critical tool for executives in the region. Salesforce’s latest research, conducted by YouGov, shines a spotlight on the views and priorities of C-suite leaders when it comes to integrating artificial intelligence into their business strategies – especially the rapidly rising trend of agentic AI.
AI: A top priority for ANZ execs
According to the study, AI is now a top priority for 79% of C-suite executives in Australia and New Zealand. Of these, 29% consider AI “critical” to their business’s success, while 50% say it is “quite important” and among their top three priorities. The demand for AI is not just a passing trend, it’s a core strategy for navigating the challenges of the modern business landscape.
One key finding highlights the increasing focus on agentic AI, which refers to AI systems capable of performing tasks and making decisions autonomously, alongside human workers. A staggering 96% of executives consider agentic AI a priority for their business over the next 12 months, with 69% of those who prioritise AI making agentic AI integration a top goal.
How can CEOs and AI work together?
So, why are ANZ businesses embracing AI? The reasons are clear:
- Innovation in Customer and Employee Experiences (57%) – AI is key to providing the personalized, innovative experiences that today’s customers expect.
- Addressing Customer Expectations for Faster, Personalised Experiences (55%) – With consumers demanding more tailored services, AI is being adopted to meet these needs.
- Staying Ahead of the Curve (51%) – Executives recognise the importance of adopting cutting-edge technology to maintain their competitive edge.
Additionally, 50% of C-suite executives point to employee demand for AI tools and 49% believe AI will significantly boost productivity and efficiency.
The study also reveals that agentic AI is gaining traction across various business functions. Sales, customer service, and marketing teams are leading the charge in leveraging AI for a range of critical tasks:
- Sales: AI is being used for forecasting and analytics (58%) and identifying upselling and cross-selling opportunities (48%).
- Customer Service: AI provides 24/7 support across customer-facing channels (68%) and helps manage complaints and ticket routing (53%).
- Marketing: AI is aiding in the management of marketing platforms (58%) and developing marketing campaigns (57%).
In fact, for executives who view AI as a priority, these use cases are at the heart of their agentic AI integration efforts, proving that AI’s ability to enhance efficiency, engage customers, and create new opportunities is becoming indispensable.
Challenges to overcome
However, implementing AI is not without its hurdles. ANZ executives face several challenges in their AI adoption journey. The first concerns Cybersecurity and Data Privacy, with 42% of executives cited managing data privacy and security concerns as a top barrier. Integration with Existing Systems is also a concern. Many companies are grappling with how to seamlessly integrate AI into their current workflows (37%). Finally, a third (34%) worry about how customers will accept AI-powered services.
Despite these challenges, AI is seen as a game-changer. For instance, businesses like Fisher & Paykel and hipages have already seen substantial benefits. Fisher & Paykel, for example, is resolving 30% of customer queries with AI, saving up to 3,300 hours per month.
Agentic AI in action
In terms of enabling their teams, 98% of executives say they are actively integrating agentic AI into their operations. Many organisations are doing so by providing guidelines and training (59%) for AI use, ensuring AI tools are seamlessly incorporated into existing workflows (52%), and creating clear AI governance policies (49%).
By empowering their teams with AI, businesses are not just improving productivity – they are enabling employees to focus on higher-value tasks while leaving repetitive, time-consuming jobs to digital agents.
As businesses in Australia and New Zealand continue to face economic uncertainty, skills shortages, and rising customer demands, agentic AI presents a solution to these challenges. With its ability to boost productivity, improve customer experience, and augment human efforts, agentic AI is becoming a key player in shaping the future of work in the region.
From improving efficiency to enabling more personal customer interactions, the potential for growth and innovation through AI is vast. For businesses yet to embrace AI, the research offers a strong call to action: AI is not just a technological advantage, but a strategic necessity in today’s fast-evolving market.
For those ready to dive deeper into the findings, Salesforce’s full report is available, offering an in-depth look at how AI is transforming business operations and customer interactions in Australia and New Zealand.
