Translated data: The latest research from Adobe indicates that Malaysian enterprises need to catch up in the field of generative AI to enhance customer experiences. Although Malaysian companies emphasize the importance of customer experience, their adoption of generative AI strategies has been lagging due to budget constraints, failing to meet consumer demands. Additionally, Malaysia's absence from the AI safety summit has sparked discussions on the categorization of AI risks and the need for a common language. Malaysian consumers hold a positive view of generative AI technology, believing it can improve products and services, and strengthen customer experiences, yet challenges remain in its internal promotion within businesses.