Knowledge Gaps Limit Full Potential of Generative AI in Singapore’s Daily Work


Nine in ten (92%) Singapore respondents say generative AI is important to their daily work, but knowledge gaps hinder full potential: HubSpot Research

HubSpot, the customer relationship management (CRM) platform for scaling companies, announced the findings of a YouGov survey on the usage and attitudes around generative Artificial Intelligence (AI). 

Gen AI driving effectiveness and productivity in the workplace 

Despite Singapore’s robust technology infrastructure, skilled workforce, and progressive culture of innovation, the survey results have shown that more awareness and training are necessary when it comes to the application of disruptive technologies such as gen AI in sales and marketing. 

From content creation to customer engagement through chatbots, generative AI tools help businesses deepen customer connections while dramatically reducing the time for marketing research, data analysis, and reporting. Three in five (61%) sales professionals and marketers in Singapore say their organisation has invested in generative AI tools, and they plan to continue investing (46%). The survey results showed that 66% of total respondents and 71% of small and medium businesses (SMBs) already use generative AI tools in their roles.   

Although the productivity benefits of generative AI are being realised in sales and marketing roles, respondents also expressed a clear sentiment of responsible use. Over seven in ten (72%) said people should use generative AI tools in their jobs, including one in seven (14%) saying people should leverage gen AI as much as possible and nearly three in five (58%) saying people should use gen AI, but avoid becoming overly reliant on them. 

With spending on AI in Asia Pacific expected to grow rapidly, Singapore is striding ahead in advancing transparency and governance in AI, as well as applying disruptive technologies across industries. Amongst the respondents who adopt generative AI tools for their role, over nine in ten (92%) say that these are important for their day-to-day work — but gaps in knowledge (60%) are creating challenges to unleashing their full potential.

The shortfall in awareness was revealed by 35% of respondents who face the challenge of not knowing where to begin with generative AI tools and require education and training to realise the value of the technology. For over two-fifths (42%) of respondents, inaccurate information from generative AI poses a concern, while 31% say the content produced by generative AI is too surface-level or vague. 28% of respondents also believe that generative AI cannot create truly unique or original content; this was followed by 36% saying the content generative AI  produces isn’t always relevant to their desired goal, while nearly the same number (35%) find it difficult to know how to prompt generative AI tools to achieve desired results.

“Today’s customers are increasingly desensitised with templated marketing and sales outreach and are looking for the next level of relevance and personalisation. Businesses must rise to meet these expectations by changing tactics to engage customers more effectively. That’s where generative AI comes in, enabling businesses to focus on quality connections over quantity,” said Dan Bognar, Vice President & Managing Director, JAPAC, at HubSpot.

“At a time when budgets are under greater scrutiny, generative AI is transforming work for Singaporean organisations across sales and marketing functions— from conducting customer research to prospecting more effectively, generative AI is redefining productivity. We are moving away from getting the same outcome for less to get even better results with less. However, for businesses to fully benefit from this technology, improving literacy and empowering employees to use generative AI effectively and responsibly is essential to unlock its potential,” he added.

Levelling the playing field for SMBs

AI is the slingshot for growth and success for SMBs to compete against large enterprises without the need for bigger budgets or teams. AI is levelling the playing field for SMBs to compete like never before. It’s helping to drive marketing efforts through smarter working methods, so sales and marketing teams can focus efforts on more strategic and creative outcomes. Three in five (61%) survey respondents believe that generative AI tools will boost the creativity of those who use them. 

Survey results showed that smaller businesses are more receptive to AI-enabled innovation and transformation of work processes through generative AI: 71% of sales professionals and marketers in SMBs say they are using generative AI tools in their role, compared to 57% in large enterprises.

Further, respondents from businesses with a lower turnover (<$5M) are more likely to say they are using generative AI tools in their role (80%) compared to those in businesses with a turnover of $50M+ (57%). 

“The old formula for achieving business growth was to increase headcount or add more tools to drive productivity,” said Bognar. “In the age of AI disruption, activities that once required substantial time and resources no longer will, opening up new pathways for growth and improving customer experiences for SMBs.”

Democratising generative AI

Powerful generative AI tools are revolutionising how marketers approach their strategies and campaigns, enabling them to work smarter, not harder. HubSpot recently announced the launch of two new tools powered by AI —Campaign Assistant and—to help businesses save time while creating better connections with their audiences.

The introduction of Campaign Assistant and ChatSpot builds on HubSpot’s earlier investments in AI, including conversation intelligence, data quality tooling, data enrichment, predictive AI, content optimisation, and more. Powered by industry-leading artificial intelligence systems from OpenAI, Campaign Assistant and create efficiencies for marketing, sales, and customer service professionals. 

ChatSpot is HubSpot’s AI-powered sales and marketing assistant. It helps users complete various tasks using natural language chat-based prompts, such as summarising the latest funding data of a company, providing SEO keyword rankings, and generating images. Based on this information, the tool further helps users add contacts and companies to the HubSpot CRM and go on to create custom marketing, sales and customer service reports and draft professional, effective sales emails personalised to the recipient.

In addition, Campaign Assistant is a free tool that enables marketing teams to generate high-quality asset copies for emails, ads and landing pages in minutes. Users can provide a topic, talking points and choose a tone of voice, and Campaign Assistant will create compelling content to support marketing campaigns. Crafting a marketing campaign that stands out can take weeks. By leveraging Campaign Assistant, marketers can let AI do the heavy lifting and instead focus on the personal touch that can take a campaign from average to world-class.