Driving Productivity and Improved Outcomes With Generative AI-powered Assistants 4 Identifying and Leveraging a GenAI: Areas of Current Use vs. Future Potential High-impact GenAI Use Case Research 35% 39% Marketing 35% 45% New technologies come and go, but few in Software development 33% 43% recent memory have accelerated past the initial Product development 32% “industry buzz” phase into ideation, exploration, 37% experimentation, and endorsement faster than IT operations 28% 38% generative AI (GenAI). 26% GenAI adoption is surging: More than one Customer service 48% in four (28%) of organizations said GenAI Operations (non-IT) 22% 29% has become significantly more important Cybersecurity 21% to their future in just the past two years,¹ 32% putting it in the same upscale neighborhood Sales 20% 31% as cybersecurity, cloud computing, and data 14% management/data governance. Cloud infrastructure cost optimization 22% And why not? GenAI is seen as a critical area of Finance 13% 20% investment during the coming 12 months for HR (human resources) 11% such essential functions as cybersecurity (29%), 25% Currently Use customer experience (27%), and a wide range Supply chain 9% 19% of information management requirements (25%).² Not surprisingly, this makes GenAI Legal 6% 21% Future Potential particularly attractive across the full span of an Purchasing and procurement 5% organization’s value chain, including research, 19% marketing, software development, product Manufacturing 5% development, IT operations, customer service, 12% 8% and finance.³ Other 5% ¹Source: Enterprise Strategy Group, Research Report, 2024 Technology Spending Intentions Survey, February 2024. © 2024 TechTarget, Inc. All Rights Reserved. ²Ibid. ³Source: Enterprise Strategy Group Research Report, Beyond the GenAI Hype: Real-world Investments, Use Cases, and Concerns, August 2023. Back to contents