99% of firms plan to increase GenAI investments, study finds

The rapid adoption and expansion of Generative AI (GenAI) across global businesses marks a significant shift from experimental implementation to strategic, long-term integration of this transformative technology.

Key findings: NTT DATA’s comprehensive global study reveals near-universal commitment to GenAI investment and implementation across organizations worldwide.

• An overwhelming 99% of organizations globally plan to increase their GenAI investments
• 83% of surveyed companies have already established expert or robust GenAI teams
• In India, 100% of organizations are planning further investments, with 67% having dedicated GenAI teams

Primary applications: Organizations are leveraging GenAI across multiple critical business functions to enhance operations and innovation.

• Personalized service recommendations lead the implementation priorities
• Knowledge management systems are being enhanced through GenAI integration
• Quality control processes are seeing significant improvement through AI applications
• Research and Development (R&D) activities are being accelerated with GenAI tools

Leadership perspective: C-suite executives demonstrate strong confidence in GenAI’s transformative potential for business operations.

• Two-thirds of C-level respondents identify GenAI as a “game changer” for the next two years
• 70% of CEOs expect significant business transformation by 2025
• Leaders anticipate improvements in productivity, efficiency, sustainability, compliance, and employee experience

Implementation challenges: Despite widespread enthusiasm, organizations face several hurdles in GenAI adoption.

• Insufficient user training and employee skill gaps pose significant barriers
• Safety and security concerns remain prominent considerations
• Some users question the value proposition of GenAI solutions
• Limited awareness and user resistance affect adoption rates

Research methodology: The study reflects a broad and diverse sampling of global business perspectives.

• Over 2,300 IT and business leaders participated in the survey
• Research spanned 12 industries across 34 countries
• Geographic coverage included North America, Europe, and India
• Data collection occurred in late September and early October 2024

Future implications: While enthusiasm for GenAI remains high, with 68% of respondents feeling “excited” and “amazed” about its potential, organizations must carefully balance rapid adoption with responsible implementation to avoid unintended consequences while maintaining competitive advantage.