{
  "docId": "019dd923-5de0-76bd-a168-55bbbbc3eed0",
  "docSlug": "75a24b4b5695da66",
  "documentTitle": "Bold moves: Leading Southeast Asia's next wave of consumer growth",
  "authorId": "Bain",
  "authorName": "Bain",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 52,
  "pageCount": 62,
  "prevPage": 51,
  "nextPage": 53,
  "slideType": "customer_journey",
  "function": "present_solution",
  "density": "dense",
  "nDataPoints": 10,
  "notes": "The slide uses a combination of a bar chart for adoption statistics and a challenge-solution framework for the regional insight.",
  "elementsJson": [
    "headline_text",
    "bar_chart_horizontal",
    "icon_grid",
    "photo",
    "callout_box"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a168-55bbbbc3eed0/52",
  "deckHref": "/decks/019dd923-5de0-76bd-a168-55bbbbc3eed0",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a168-55bbbbc3eed0.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a168-55bbbbc3eed0#slide-52",
  "components": [
    {
      "bbox": {
        "h": 0.1,
        "w": 0.4,
        "x": 0.55,
        "y": 0.85
      },
      "kind": "callout",
      "text": "AI allows businesses to quickly and cost-effectively create localized products and communications that align with local culture",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3c65ed09-0b71-4794-beb8-dfb80a99bf76",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.45,
        "x": 0.05,
        "y": 0.25
      },
      "kind": "chart",
      "text": "How marketers are using AI in their work",
      "attrs": null,
      "subkind": "bar-horizontal",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "142ef9eb-4b13-471e-99f1-25ef82e2ab21",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.4,
        "x": 0.55,
        "y": 0.25
      },
      "kind": "diagram",
      "text": "Marketers are leveraging AI to solve region-specific challenges",
      "attrs": null,
      "subkind": "process",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7206e452-9ec9-4ffa-b6e7-f1572838cff2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Adoption rate: 90%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-b48c-7655-b306-c5acb9beaa93",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.25,
        "x": 0.05,
        "y": 0.95
      },
      "kind": "source-note",
      "text": "Source: Salesforce, \"The 8th Edition of Marketing Report,\" Nov 2022",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e5d2bb57-f4b6-443c-9b14-b0524bad5e1b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.4,
        "x": 0.05,
        "y": 0.1
      },
      "kind": "title",
      "text": "With the opportunities that AI provide, marketers are starting to lean into it for their work",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8c55a088-29d3-4be8-ab40-6190ba2fa017",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.3,
        "x": 0.05,
        "y": 0.05
      },
      "kind": "title",
      "text": "07 AI IS SHAPING THE CONSUMER JOURNEY",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7906201d-89f7-4ce2-9d37-86b4f1089a82",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Adoption rate",
      "numberRaw": "90%",
      "numberKind": "percent",
      "actionTitle": "With the opportunities that AI provide, marketers are starting to lean into it for their work",
      "calloutText": "AI allows businesses to quickly and cost-effectively create localized products and communications that align with local culture",
      "numberScale": null,
      "numberValue": 90,
      "metricFamily": "share_penetration",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-16c4-7148-811b-2644ead47e64",
      "evidence": "'marketers are starting to lean into it'",
      "confidence": 90
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-16c4-7148-811b-2a481b4255fa",
      "evidence": "90% marketer adoption",
      "confidence": 80
    },
    {
      "name": "So What? Test",
      "slug": "so-what-test",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-16c4-7148-811b-2cbef66e7761",
      "evidence": "Callout: 'AI lets businesses create localized products cheaply'",
      "confidence": 75
    }
  ],
  "frameworks": [
    {
      "name": "before-after-bridge",
      "slug": null,
      "matchId": "8b44d0be-ce68-4d9d-be67-5c3c830c6fff",
      "evidence": "Challenge vs Solution structure for regional localization",
      "confidence": 0.8
    }
  ],
  "arcBeats": [
    {
      "to": 54,
      "from": 13,
      "beatId": "019dd95a-0702-74a3-87e6-0213d98f59f1",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "Seven trend deep-dives + p54 'leaders recognize but not prepared' diagnosis",
      "position": 3,
      "confidence": 88,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    },
    {
      "to": 52,
      "from": 1,
      "beatId": "019dd95a-0702-74a3-87e6-0d296612a774",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": "triple-take-the-facts-what",
      "evidence": "Opportunity setup + seven trends with data",
      "position": 1,
      "confidence": 70,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [
    {
      "to": 52,
      "from": 47,
      "name": "Why Now",
      "slug": "15-why-now",
      "bestFor": "Sales pitches, fundraising, requesting immediate budget approval",
      "matchId": "019dd95a-088c-724c-b311-7ae67ea624b2",
      "evidence": "GenAI shift (context) → 55% adoption (trigger) → SEA suited to disruption (window)",
      "position": 8,
      "objective": "Argue AI window is open for SEA right now",
      "structure": "The Context (Trends) -> The Trigger Event -> The Window of Opportunity",
      "confidence": 82,
      "description": "Create temporal urgency by proving that the window of opportunity is opening or closing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}