AI adoption in Asia-Pacific workplaces is rapidly increasing, yet most small and medium-sized businesses (SMBs) remain stuck in an "AI scramble" phase — pushing employees' weekly manual administrative workload up by as much as 56%. The trend could complicate global supply chains and customer service expectations if execution gaps persist.
Tools without transformation
At its second Asia-Pacific SMB Summit held on the 25th, Zoom Video Communications highlighted research showing a widening gap between tool usage and workflow integration across the region. A BCG report cited at the event found 78% of APAC employees use AI tools weekly, yet only 57% of companies are adapting internal workflows to accommodate those tools — a disconnect with implications for productivity and cross-border business operations.
William Smith, head of Zoom's Asia SMB division, said AI has moved beyond experimental pilots and is now central to daily business operations. He pointed to Deloitte Touche Tohmatsu Limited research indicating 78% of APAC SMBs already use at least one AI tool and 82% plan to increase AI investments. Smith noted forecasts that nearly 70% of APAC SMB revenues will be generated via digital platforms within five years — a 21% increase from current levels — and argued that AI's value for growth-oriented firms lies in building execution systems that convert communication into results.
The 60% problem
Despite growing penetration, efficiency improvements are not automatic. Sara Staffaroni, Zoom's global product marketing manager, referenced IDC data showing 58% of companies remain in the "AI scramble" stage, frequently testing tools without producing tangible transformation. She said employees spend close to 60% of their workweek on communication management rather than core tasks, and more than half spend over 11 hours weekly tracking and searching for information across people and systems.
Staffaroni argued that the problem lies in execution: many AI tools are not embedded into daily workflows, forcing staff to switch between apps and windows, which can reduce productivity, slow customer responses, and increase costs. She recommended focusing on integrating AI directly into existing workflows to reduce time and cost, and improve service without adding complexity.
India leads the charge
Addressing the Indian market, Swati Agarwal, head of Zoom India SMBs, said India's large SMB ecosystem is shifting from experimenting with new tools to building automated workflows in order to reduce manual coordination and shorten response times. Agarwal noted that 82% of Indian SMBs currently view AI as critical to operations, with that figure expected to rise to 91% within five years.
Article translated by Jingyue Hsiao and edited by Jerry Chen
