This article discusses the practicalities and challenges of adopting generative AI in businesses. While there is a growing appetite for generative AI, many businesses lack a clear strategy and understanding of how to effectively use AI. Custom B2B research is highlighted as a valuable investment that can give businesses an edge over their competitors. The article emphasizes that generative AI offers benefits beyond just increasing efficiency, such as parsing through large amounts of data and identifying patterns that humans would miss. Custom research is recommended to gain clarity on how to best implement generative AI and address customers’ needs. The article concludes by urging businesses to be thoughtful and deliberate in incorporating AI into their operations.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Generative AI adoption in business | Adoption of generative AI in businesses | More businesses will have a well-thought-out generative AI strategy | Desire to stay competitive and gain insights from AI |
| Custom B2B research in generative AI adoption | Shift from general AI information to data-backed insights | Businesses will rely on custom research to identify use cases, customer needs, and market gaps in generative AI adoption | Obtaining clarity, understanding customer needs for AI adoption |
| Clarity in using generative AI | Focus on intentional and valuable AI usage | Businesses will focus on how generative AI can add value to their operations and better serve customers | Understanding of AI’s strengths, limitations, and purpose |
| Long-term approach to generative AI | Shifting from short-term fixes to long-term strategy | Companies will invest in understanding generative AI and its potential instead of blindly adopting it to avoid falling behind competitors | Realization that generative AI is a tool, not a silver bullet |
| Ethical and inclusive use of generative AI | Focus on responsible and inclusive technology usage | Leaders will prioritize ethics, regulations, data privacy, and inclusive use cases in the development and application of generative AI | Building a better working world and considering long-term goals |