State of the Generative AI Market Report 2024

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nav-cta" action="/contact-us" method="get" novalidate="novalidate"> <div class="input-group"> <input type="hidden" class="contact-cta form-control" name="Web_Page_Referrer__c"> <div class="input-group-append"> <button type="submit" class="contact-btn btn btn-block btn-teal px-4" formaction="/contact-us">Contact Us</button> </div> </div> </form> </div> </div> </header> <main id="content" role="main"> <div id="BodyPlaceholder_C011_Col00" class="sf_colsIn bg-dark space-2" data-sf-element="Container" data-placeholder-label="Container"><div id="BodyPlaceholder_C012_Col00" class="sf_colsIn container" data-sf-element="Container" data-placeholder-label="Container"><div class="row align-items-center" data-sf-element="Row"> <div id="BodyPlaceholder_C014_Col00" class="sf_colsIn col-lg-5" data-sf-element="Column 1" data-placeholder-label="Column 1"> <img src="/images/default-source/default-album/state-of-genai-market-2024.png?sfvrsn=f582aa31_0" title="State of GenAI Market 2024" alt="State of GenAI Market 2024" /> </div> <div id="BodyPlaceholder_C014_Col01" class="sf_colsIn col-lg-7" data-sf-element="Column 2" data-placeholder-label="Column 2"> <div > <span class="d-block font-weight-bold text-cap mb-2 text-lt-blue">2024 Report</span> <h1>State of the Generative AI Market Report</h1><h6 class="text-white"><strong>What your business needs to know to get GenAI projects right.</strong> </h6><p>Get deep GenAI market data, a realistic understanding of potential pitfalls, and advice on how to invest in the right expertise and infrastructure.</p><p><a data-sf-ec-immutable="" href="#DownloadReport" class="btn btn-light">Download the Report</a>    <a data-sf-ec-immutable="" href="#LearnMore" class="btn btn-light">Learn More</a></p> </div> </div> </div> </div> </div> <div > <div id="LearnMore"></div> </div><div id="BodyPlaceholder_C018_Col00" class="sf_colsIn container space-2" data-sf-element="Container" data-placeholder-label="Container"><div id="BodyPlaceholder_C019_Col00" class="sf_colsIn container" data-sf-element="Container" data-placeholder-label="Container"><div class="row align-items-center" data-sf-element="Row"> <div id="BodyPlaceholder_C024_Col00" class="sf_colsIn col-lg-7" data-sf-element="Column 1" data-placeholder-label="Column 1"><div class="row" data-sf-element="Row"> <div id="BodyPlaceholder_C033_Col00" class="sf_colsIn col-lg-12" data-sf-element="Column 1" data-placeholder-label="Column 1"> <div > <h2>How Is Generative AI Money Being Spent?</h2> </div> </div> </div> <div class="row" data-sf-element="Row"> <div id="BodyPlaceholder_C035_Col00" class="sf_colsIn col-lg-6" data-sf-element="Column 1" data-placeholder-label="Column 1"> <div > <span class="d-block display-4 font-size-md-down-3 text-dark font-weight-bold"><span class="js-counter">36</span>%</span> <p>Applications/software <br />(incl. software as a service)</p> </div> </div> <div id="BodyPlaceholder_C035_Col01" class="sf_colsIn col-lg-6" data-sf-element="Column 2" data-placeholder-label="Column 2"> <div > <span class="d-block display-4 font-size-md-down-3 text-dark font-weight-bold"><span class="js-counter">25</span>%</span> <p>Personnel<br />(incl. contractors and staff aug.)</p> </div> </div> </div> <div class="row" data-sf-element="Row"> <div id="BodyPlaceholder_C034_Col00" class="sf_colsIn col-lg-6" data-sf-element="Column 1" data-placeholder-label="Column 1"> <div > <span class="d-block display-4 font-size-md-down-3 text-dark font-weight-bold"><span class="js-counter">21</span>%</span> <p>Infrastructure<br />(e.g., storage and compute)</p> </div> </div> <div id="BodyPlaceholder_C034_Col01" class="sf_colsIn col-lg-6" data-sf-element="Column 2" data-placeholder-label="Column 2"> <div > <span class="d-block display-4 font-size-md-down-3 text-dark font-weight-bold"><span class="js-counter">18</span>%</span> <p>Outsourced<br />(managed services)</p> </div> </div> </div> </div> <div id="BodyPlaceholder_C024_Col01" class="sf_colsIn col-lg-5" data-sf-element="Column 2" data-placeholder-label="Column 2"> <img src="/images/default-source/default-album/genai-report-page-spread_v1.png?sfvrsn=1a8faa31_1" title="GenAI report page spread" alt="GenAI report page spread" /> <div class="row" data-sf-element="Row"> <div id="BodyPlaceholder_C040_Col00" class="sf_colsIn col-lg-12" data-sf-element="Column 1" data-placeholder-label="Column 1"> <div > <p style="text-align:center;"> </p><p style="text-align:center;"><a class="btn btn-primary" href="/advisory/ai-advisory/state-of-the-generative-ai-market-report-2024#DownloadReport">Get the Details</a></p> </div> </div> </div> </div> </div> </div> </div> <div id="BodyPlaceholder_C017_Col00" class="sf_colsIn bg-light space-2" data-sf-element="Container" data-placeholder-label="Container"><div id="BodyPlaceholder_C020_Col00" class="sf_colsIn container" data-sf-element="Container" data-placeholder-label="Container"><div class="row align-items-center" data-sf-element="Row"> <div id="BodyPlaceholder_C025_Col00" class="sf_colsIn col-lg-5" data-sf-element="Column 1" data-placeholder-label="Column 1"> <img src="/images/default-source/default-album/current-status-of-generative-ai-initiatives19d4c095f6446a14bdc7ff0100f6f5b0.png?sfvrsn=1090aa31_0" title="Current Status of Generative AI Initiatives" alt="Current Status of Generative AI Initiatives" /> </div> <div id="BodyPlaceholder_C025_Col01" class="sf_colsIn col-lg-7" data-sf-element="Column 2" data-placeholder-label="Column 2"> <div > <h2>Current Status of Generative AI Initiatives</h2><div><p><a href="/research/articles/full-article/tactical-generative-ai-in-insurance-isn-t-working.-how-to-create-a-successful-genai-strategy" data-sf-ec-immutable="">Scaling GenAI</a> from pilot projects to full-scale production <span style="background-color:initial;font-family:inherit;font-size:inherit;text-transform:inherit;word-spacing:normal;caret-color:auto;white-space:inherit;">deployments remains fraught for enterprises. Presently, </span><span style="background-color:initial;font-family:inherit;font-size:inherit;text-transform:inherit;word-spacing:normal;caret-color:auto;white-space:inherit;">neither enterprises nor software or service providers have </span><span style="background-color:initial;font-family:inherit;font-size:inherit;text-transform:inherit;word-spacing:normal;caret-color:auto;white-space:inherit;">established a repeatable and reliable path from initial pilot </span><span style="background-color:initial;font-family:inherit;font-size:inherit;text-transform:inherit;word-spacing:normal;caret-color:auto;white-space:inherit;">use cases to large-scale, production-ready workloads.</span><br /></p><p><a class="btn btn-primary" href="/advisory/ai-advisory/state-of-the-generative-ai-market-report-2024#DownloadReport">Go Deeper</a></p></div> </div> </div> </div> </div> </div> <div id="BodyPlaceholder_C021_Col00" class="sf_colsIn container space-2" data-sf-element="Container" data-placeholder-label="Container"><div id="BodyPlaceholder_C022_Col00" class="sf_colsIn container" data-sf-element="Container" data-placeholder-label="Container"><div class="row align-items-center" data-sf-element="Row"> <div id="BodyPlaceholder_C026_Col00" class="sf_colsIn col-lg-7" data-sf-element="Column 1" data-placeholder-label="Column 1"> <div > <div><h2>If you could do it all again, what would you do differently?</h2><p>When asked what they would do differently to enhance value or accelerate time to value in a significant <a href="/advisory/emerging-technology-innovation">GenAI initiative</a>, one of the top responses from enterprises was the need for improved governance and coordination.</p><p><a class="btn btn-primary" href="/advisory/ai-advisory/state-of-the-generative-ai-market-report-2024#DownloadReport">Get Access to the Full Report</a></p></div><div></div> </div> </div> <div id="BodyPlaceholder_C026_Col01" class="sf_colsIn col-lg-5" data-sf-element="Column 2" data-placeholder-label="Column 2"> <img src="/images/default-source/default-album/genai-what-would-you-do-differently55d4c095f6446a14bdc7ff0100f6f5b0.png?sfvrsn=5c90aa31_0" title="GenAI What Would You Do Differently" alt="GenAI What Would You Do Differently" /> </div> </div> </div> </div> <div > <div id="DownloadReport"></div> </div><div id="BodyPlaceholder_C010_Col00" class="sf_colsIn bg-light space-2" data-sf-element="Container" data-placeholder-label="Container"><div id="BodyPlaceholder_C045_Col00" class="sf_colsIn container" data-sf-element="Container" data-placeholder-label="Container"><div class="row" data-sf-element="Row"> <div id="BodyPlaceholder_C005_Col00" class="sf_colsIn col-lg-6" data-sf-element="Column 1" data-placeholder-label="Column 1"> <div class="one-article html-article" > <div><h2>Let's dive in...</h2><h5>Bring your GenAI questions to the table as you sit down with this report.</h5></div><div><p>What’s actually happening out there with <a href="/advisory/ai-advisory">GenAI</a> — beyond the hype? What types of use cases are having an impact? Should you build or buy? What key risk is in your blind spot? And if everyone keeps pace with adoption anyway, is it even possible to achieve differentiation?</p><div><p>This data- and insight-packed report is designed to be a key resource as you navigate your AI planning and evaluation over the next six months.</p><p><img src="/images/default-source/default-album/state-of-genai-market-report-2024-cover.png?sfvrsn=20fbaa31_1" style="display:block;margin-left:auto;margin-right:auto;" alt="State of GenAI Market Report 2024 cover" class="-align-center" /></p><p style="text-align:center;"><em>Page Count: 34</em></p></div></div><p> </p> </div> </div> <div id="BodyPlaceholder_C005_Col01" class="sf_colsIn col-lg-6" data-sf-element="Column 2" data-placeholder-label="Column 2"> <p> </p> <div style="background-color: #DDDDDD; padding: 20px;"> <a name="Register"></a> <p style="text-align: center;"><strong>Download Report</strong></p>  <script src="//info.isg-one.com/js/forms2/js/forms2.min.js"></script> <form id="mktoForm_2839"></form> <script>MktoForms2.loadForm("//info.isg-one.com", "257-STB-379", 2839);</script> <div class="one-article html-article" > <p> </p><p> </p> </div> </div> </div> </div> </div> <div id="BodyPlaceholder_C042_Col00" class="sf_colsIn container space-2" data-sf-element="Container" data-placeholder-label="Container"><div id="BodyPlaceholder_C043_Col00" class="sf_colsIn container" data-sf-element="Container" data-placeholder-label="Container"> <div class="container team-cards space-2"> <div class="row d-flex mx-n2 mb-5 pl-lg-10 pr-lg-10"> <div class="col-md-6 col-xl-4"> <h2>Meet the authors</h2> </div>  <div class="col-md-6 col-lg-4 mb-3 h-100 transition-3d-hover person-card"> <a href="javascript:;" data-toggle="modal" data-target="#modal-0"> <div class="team-image" style="background-image:url(https://isg-one.com/images/default-source/default-album/steve-hall-sq4.jpg?sfvrsn=5f94f931_2);"></div> <h4 class="mt-2 mb-0 text-black"> Steve Hall</h4> <p class="text-black"> President, ISG EMEA, and Chief AI Officer</p> </a> </div>  <div class="modal fade" id="modal-0" tabindex="-1" aria-labelledby="teamModal" aria-hidden="true" role="dialog"> <div class="modal-dialog modal-dialog-centered" role="document"> <div class="modal-content">  <div class="modal-header"> <div class="modal-close"> <button type="button" class="btn btn-icon btn-xs btn-ghost-secondary" data-dismiss="modal" aria-label="Close"> <svg width="14" height="14" viewBox="0 0 18 18" xmlns="http://www.w3.org/2000/svg"> <path fill="currentColor" d="M11.5,9.5l5-5c0.2-0.2,0.2-0.6-0.1-0.9l-1-1c-0.3-0.3-0.7-0.3-0.9-0.1l-5,5l-5-5C4.3,2.3,3.9,2.4,3.6,2.6l-1,1 C2.4,3.9,2.3,4.3,2.5,4.5l5,5l-5,5c-0.2,0.2-0.2,0.6,0.1,0.9l1,1c0.3,0.3,0.7,0.3,0.9,0.1l5-5l5,5c0.2,0.2,0.6,0.2,0.9-0.1l1-1 c0.3-0.3,0.3-0.7,0.1-0.9L11.5,9.5z"></path> </svg> </button> </div> </div>   <div class="modal-body">  <div class="container space-2"> <div class="border-bottom space-bottom-2 mx-md-auto"> <div class="media d-block d-sm-flex"> <div class="position-relative mx-auto mb-3 mb-sm-0 mr-sm-4" style="width:200px;"> <div class="team-image" style="background-image:url(https://isg-one.com/images/default-source/default-album/steve-hall-sq4.jpg?sfvrsn=5f94f931_2);"></div>    </div> <div class="media-body"> <div class="d-flex justify-content-between align-items-center mb-2"> <h2>Steve Hall</h2> </div> <p class="mb-0"><strong>What he does at ISG</strong><br /><br />As the leader of ISG’s business in EMEA and an Executive Board Member, Steve provides strategic insight and advice to help ISG’s clients solve their most critical business challenges, helping them adopt and optimize the technology and operating models they need to compete successfully. In particular, he uses his long experience and broad expertise to challenge and inspire them to think about their risks and opportunities in new and unexpected ways.<br /><br /><strong>Past achievements for clients</strong><br /><br />Steve leads his team’s engagement with clients with an industry-recognized and highly valued perspective on the most important trends in business and technology. He asks and answers the big questions: Why do you need to transform? What’s your best way forward? What do you need to accelerate? And where should you invest your technology dollars to make it all happen?<br /><br />Among his many client success stories, his ability to take in the big picture, define the problem and connect the dots to the right solutions helped one legacy postal and shipping giant transform itself into a modern logistics powerhouse. He also guided a global energy industry leader through a complex operating model and IT provider transition, helping them see past the obvious cost cutting measures to identify the root causes of their challenges—and delivering savings far beyond what they had imagined.<br /><br /></p> <a class="btn btn-primary" href="/who-we-are/people/steven-e-hall">View articles by Steve Hall</a> </div> </div> </div> </div>  </div> </div> </div> </div>  <div class="col-md-6 col-lg-4 mb-3 h-100 transition-3d-hover person-card"> <a href="javascript:;" data-toggle="modal" data-target="#modal-1"> <div class="team-image" style="background-image:url(https://isg-one.com/images/default-source/default-album/prashant-kelker-sq0c41b895f6446a14bdc7ff0300f6f5b0.jpg?sfvrsn=8c8dfa31_6);"></div> <h4 class="mt-2 mb-0 text-black"> Prashant Kelker</h4> <p class="text-black"> Chief Strategy Officer and Partner, Americas Consulting</p> </a> </div>  <div class="modal fade" id="modal-1" tabindex="-1" aria-labelledby="teamModal" aria-hidden="true" role="dialog"> <div class="modal-dialog modal-dialog-centered" role="document"> <div class="modal-content">  <div class="modal-header"> <div class="modal-close"> <button type="button" class="btn btn-icon btn-xs btn-ghost-secondary" data-dismiss="modal" aria-label="Close"> <svg width="14" height="14" viewBox="0 0 18 18" xmlns="http://www.w3.org/2000/svg"> <path fill="currentColor" d="M11.5,9.5l5-5c0.2-0.2,0.2-0.6-0.1-0.9l-1-1c-0.3-0.3-0.7-0.3-0.9-0.1l-5,5l-5-5C4.3,2.3,3.9,2.4,3.6,2.6l-1,1 C2.4,3.9,2.3,4.3,2.5,4.5l5,5l-5,5c-0.2,0.2-0.2,0.6,0.1,0.9l1,1c0.3,0.3,0.7,0.3,0.9,0.1l5-5l5,5c0.2,0.2,0.6,0.2,0.9-0.1l1-1 c0.3-0.3,0.3-0.7,0.1-0.9L11.5,9.5z"></path> </svg> </button> </div> </div>   <div class="modal-body">  <div class="container space-2"> <div class="border-bottom space-bottom-2 mx-md-auto"> <div class="media d-block d-sm-flex"> <div class="position-relative mx-auto mb-3 mb-sm-0 mr-sm-4" style="width:200px;"> <div class="team-image" style="background-image:url(https://isg-one.com/images/default-source/default-album/prashant-kelker-sq0c41b895f6446a14bdc7ff0300f6f5b0.jpg?sfvrsn=8c8dfa31_6);"></div>    </div> <div class="media-body"> <div class="d-flex justify-content-between align-items-center mb-2"> <h2>Prashant Kelker</h2> </div> <p class="mb-0"><p>Prashant Kelker is Chief Strategy Officer of ISG, Partner of ISG Americas Consulting and a member of the ISG Executive Board (IEB). He was named to the IEB in January 2023. Prashant was appointed Chief Strategy Officer in 2018, responsible for developing the firm’s three-year strategic blueprint, and he was instrumental in the development of our highly successful ISG NEXT operating model in 2020. </p> <p>In January 2023, he was named to the expanded role of Partner, Americas Consulting, bringing together all our advisory capabilities in the region to support our commercial and public sector clients in response to the growing convergence of digital technology and enterprise operating models, business processes and revenue-generating connected products and services. </p> <p>Prashant joined ISG in 2012 from Accenture, initially working for our DACH business and based in Germany. He moved with his family to the United States in 2018. Prashant earned his MBA from the Indian Institute of Management in Bangalore and a BE in electronics from Bangalore University in India.</p> <div><a href="https://www.linkedin.com/in/prashantkelker/" target="_blank">LinkedIn Profile</a></div></p> <a class="btn btn-primary" href="/who-we-are/people/prashant-kelker">View articles by Prashant Kelker</a> </div> </div> </div> </div>  </div> </div> </div> </div>  <div class="col-md-6 col-lg-4 mb-3 h-100 transition-3d-hover person-card"> <a href="javascript:;" data-toggle="modal" data-target="#modal-2"> <div class="team-image" style="background-image:url(https://isg-one.com/images/default-source/default-album/david_menninger-square.jpg?sfvrsn=5a06d431_2);"></div> <h4 class="mt-2 mb-0 text-black"> David Menninger</h4> <p class="text-black"> Executive Director, Software Research</p> </a> </div>  <div class="modal fade" id="modal-2" tabindex="-1" aria-labelledby="teamModal" aria-hidden="true" role="dialog"> <div class="modal-dialog modal-dialog-centered" role="document"> <div class="modal-content">  <div class="modal-header"> <div class="modal-close"> <button type="button" class="btn btn-icon btn-xs btn-ghost-secondary" data-dismiss="modal" aria-label="Close"> <svg width="14" height="14" viewBox="0 0 18 18" xmlns="http://www.w3.org/2000/svg"> <path fill="currentColor" d="M11.5,9.5l5-5c0.2-0.2,0.2-0.6-0.1-0.9l-1-1c-0.3-0.3-0.7-0.3-0.9-0.1l-5,5l-5-5C4.3,2.3,3.9,2.4,3.6,2.6l-1,1 C2.4,3.9,2.3,4.3,2.5,4.5l5,5l-5,5c-0.2,0.2-0.2,0.6,0.1,0.9l1,1c0.3,0.3,0.7,0.3,0.9,0.1l5-5l5,5c0.2,0.2,0.6,0.2,0.9-0.1l1-1 c0.3-0.3,0.3-0.7,0.1-0.9L11.5,9.5z"></path> </svg> </button> </div> </div>   <div class="modal-body">  <div class="container space-2"> <div class="border-bottom space-bottom-2 mx-md-auto"> <div class="media d-block d-sm-flex"> <div class="position-relative mx-auto mb-3 mb-sm-0 mr-sm-4" style="width:200px;"> <div class="team-image" style="background-image:url(https://isg-one.com/images/default-source/default-album/david_menninger-square.jpg?sfvrsn=5a06d431_2);"></div>    </div> <div class="media-body"> <div class="d-flex justify-content-between align-items-center mb-2"> <h2>David Menninger</h2> </div> <p class="mb-0"><p>David manages the software research and advisory for IT and leads the expertise in AI.  He oversees the team and expertise areas for software used by IT and for what is used by business. David leads the software research efforts in AI for IT and AI-infused software building on over three decades of experience in data and analytics. For decades, he has brought to market leading-edge analytics and data products in marketing and product leadership positions at Pivotal (a division of EMC), Vertica Systems, Oracle, Applix, InforSense, and IRI Software. David earned his MS in Business from Bentley University and a BS in Economics from the University of Pennsylvania.<br /></p></p> <a class="btn btn-primary" href="/who-we-are/people/david-menninger">View articles by David Menninger</a> </div> </div> </div> </div>  </div> </div> </div> </div>  <div class="col-md-6 col-lg-4 mb-3 h-100 transition-3d-hover person-card"> <a href="javascript:;" data-toggle="modal" data-target="#modal-3"> <div class="team-image" style="background-image:url(https://isg-one.com/images/default-source/default-album/swagerty-ryan-pic-sq.jpg?sfvrsn=d3feaa31_1);"></div> <h4 class="mt-2 mb-0 text-black"> Ryan Swagerty</h4> <p class="text-black"> Assistant Director</p> </a> </div>  <div class="modal fade" id="modal-3" tabindex="-1" aria-labelledby="teamModal" aria-hidden="true" role="dialog"> <div class="modal-dialog modal-dialog-centered" role="document"> <div class="modal-content">  <div class="modal-header"> <div class="modal-close"> <button type="button" class="btn 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