Five Ways Generative AI Will Shape the Future of Industries

As investment and attention shifts towards GenAI, companies of all types must evaluate potential opportunities associated with this technology. Given its ability to go a step further than AI to create something new, it is viewed as being incredibly powerful. This report explores opportunities and challenges across common use cases such as marketing, product development, the customer journey, customer service and the supply chain.

Key Findings

GenAI has the potential to revolutionise all corners of industry

The ability of GenAI to create new is what makes this technology so powerful and is why many view it as having the potential to disrupt every part of the economy - much like the internet did decades ago. Companies are actively exploring the ability of GenAI to reshape marketing, the customer journey, product development, customer service, the supply chain and other areas.

Timeline for the deployment of GenAI varies by use case

The timeline for the ramp up of different use cases varies significantly. Industry professionals view the ability of GenAI to synthesise unstructured and structured data and to create more targeted marketing campaigns as the top benefits in the next year. In contrast, they expect GenAI will have the most impact on back-end operations such as optimising the supply chain over the next five years.

GenAI holds immense promise, but investing is not without challenges

The advantages of adopting GenAI are potentially vast, potentially impacting nearly all corners of a business. Despite the promise, GenAI does come with its fair share of challenges - some of which are more unique to GenAI itself. Companies must consider computational costs, ethical and bias concerns and necessary training and user adoption.

Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on the vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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