What's Happening?
SAS, a global leader in data and AI, has been recognized at the Asian Experience Awards 2025, winning in two categories: Singapore Brand Experience of the Year - Technology and Singapore Digital Experience of the Year - Technology. The awards were given for SAS's SAS-IDC Data & AI Pulse Integrated Programs for Asia Pacific (APAC), which utilized executive thought leadership and multi-channel stakeholder engagement to deliver credible content amidst the data and AI hype. The campaign aimed to provide valuable insights to help customers navigate the complexities of data and AI. SAS commissioned IDC to interview over 500 executives across eight countries in the region, uncovering insights into the current environment and future priorities of organizations across multiple industries. The campaign featured a unified digital platform with custom landing pages and cross-platform integration, reflecting cultural habits and communication norms of the APAC region.
Why It's Important?
The recognition of SAS at the Asian Experience Awards highlights the growing importance of data and AI in the Asia Pacific region. With nearly half of organizations planning significant investment increases in AI, the awards underscore the need for credible and insightful content to guide these investments. SAS's success demonstrates the effectiveness of integrating regional insights and independent research into marketing strategies, which can lead to significant returns on investment. The awards also emphasize the role of cultural awareness and trust in building successful brand experiences, which are crucial for companies operating in diverse markets like APAC.
What's Next?
SAS's recognition at the Asian Experience Awards may encourage other companies in the region to adopt similar strategies, focusing on credible content and cultural awareness. As organizations continue to invest in AI, there may be increased demand for insights and guidance from trusted sources like SAS. The company may also expand its efforts to other regions, leveraging its success in APAC to build brand experiences that resonate globally.
Beyond the Headlines
The awards highlight the potential for AI to transform industries across the Asia Pacific region, but also raise questions about the maturity of AI adoption. As organizations rush to invest in AI, there is a need for careful consideration of the technology's capabilities and limitations. SAS's approach of grounding strategies in research and regional insights may serve as a model for other companies seeking to navigate the AI landscape.
