The generative AI trend shows no signs of stopping, as the findings of a new research report from the Information Services Group (ISG) reveal. Notably, enterprise spending on this technology will jump by 50% in the coming year as more companies want to employ it to improve human expertise rather than just efficiency.
The report reveals that the main reason enterprises implement GenAI is to improve efficiency, such as saving time and speeding up resolutions. Other motivations include business growth, cost savings, customer service, and innovation. To achieve these efficiencies, 28% of companies are using GenAI for customer service chatbots, with other top applications being business process workflow management (21%), customer service support (19%), and contact center management and monitoring (15%).
“Enterprises are currently using GenAI to make their processes and workflows faster. In 2025, users will increasingly look to GenAI to augment human expertise, drawing on its immense ability to mine data for information they can use in functions including compliance, forecasting, market research, supply chain planning and software development,” said Steve Hall, chief AI officer, ISG.
The majority of enterprises that are exploring GenAI (43 percent) are currently in the live pilot or trial stage. Eight percent of enterprises are still evaluating tools and providers, 7 percent are in the testing phase, 27 percent are moving towards full production and 15 percent are fully in production.
“Enterprises want significant, large-scale wins from GenAI rather than numerous minor victories. Despite promising results from pilot projects, the size of these efforts is often marginal. AI tools are currently deployed with a ‘human in the loop’ to manage and validate output before it is delivered to customers. This is an important quality control measure, but it limits the ability of enterprises to scale GenAI and realize meaningful return on investment,” added Hall.
Although using GenAI without human oversight could lead to exponential growth and investment in innovative applications, enterprises are currently adopting a cautious approach to limit risks and liabilities, according to Hall.
