Singapore marketers lead in AI adoption but lack readiness

Only 47% of Singapore respondents say they are fully confident in their AI knowledge.

Singapore marketers are among the world’s most proactive in adopting artificial intelligence, but many remain unsure of their ability to use it effectively, according to a report from MiQ.

The report found that 86% of marketers in Singapore plan to increase AI usage in the next 12 months—the highest figure across 16 countries studied. Over half (51%) already use multiple AI tools, making Singapore the most active AI adopter globally.

However, confidence has not kept pace. Only 47% of Singapore respondents say they are fully confident in their AI knowledge. Just 44% believe they have the right systems to measure AI impact, and only 38% feel their teams can effectively optimise AI against business KPIs.

This gap between usage and readiness mirrors a broader global trend: whilst 72% of marketers worldwide plan to use more AI, only 45% express full confidence in deploying it successfully.

MiQ’s study highlighted a key regional challenge, scaling AI adoption with strategic clarity and measurement capabilities.

The findings also underscored the need for investment in training, clearer links between AI and business outcomes, and the development of partner-agnostic, outcome-oriented tools.

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