Fulfilling the Promise of Generative AI 4 An Overview of GenAI and Why It Matters So Much When TechTarget’s Enterprise Strategy Group took a deep look at GenAI and organizations’ plans for the technology, it uncovered a few truths. GenAI is being used in pragmatic, business-critical Cybersecurity Digital Cutting Automation Application (or even mission-critical) applications, such as:¹ resiliency transformation costs modernization Additionally, a major trend is the adoption of GenAI across a wide range of job functions and departments throughout the enterprise. Heading the list of departments that are planning to embrace GenAI are customer service (48%), marketing (45%), and software development (43%). A variety of other job functions are planning to adopt GenAI in the future, including research (39%), IT operations (38%), product development (37%), and cybersecurity (32%).² There is little debate that GenAI not only has gained traction in the enterprise, but that it has rapidly accelerated as well. GenAI pilots and sandbox projects have been deployed, results have been assessed, and organizations are putting together the financial, technological, and human resources necessary to make GenAI a central part of their long-term business strategy. That is not to say that every GenAI project will be an unfettered success, will run smoothly, will stay within budgetary guidelines, or will deliver the anticipated results. There still are many lessons to learn and obstacles to overcome. Figure 1. Top 10 Business Areas of Planned GenAI Usage Research 35% “Most organizations (58%) have Marketing 35% Software development 33% already deployed GenAI in production Product development 32% IT operations 28% systems, are experimenting with Customer service 26% Operations (non-IT) 22% GenAI, or are planning to adopt GenAI Cybersecurity 21% Sales 20% within the next 12-24 months.” Cloud infrastructure cost optimization 14% © 2024 TechTarget, Inc. All Rights Reserved. ¹Source: Enterprise Strategy Group Research Report, Beyond the GenAI Hype: Real-World Investments, Use Cases, and Concerns, August 2023. ²Ibid. Back to contents