Generative Artificial Intelligence (GAI) technology has existed for the past five decades. However, recent developments in AI models, faster computing power, and the availability of high-quality training data are currently redefining the technology in 2023. Custom-built applications using foundational GAI models are serving a huge surge of use cases, leading to a flood of start-ups in the market. Giants such as Microsoft, Google, and Meta are competing to dominate the landscape, but leading experience providers such as Adobe, Salesforce, and Oracle are also making significant investments.

On the demand side, enterprises in the financial services space, such as Morgan Stanley, and retailers, such as Levi Strauss, have already begun operationalizing multiple innovative use cases of GAI for business purposes.

In this research, we highlight the potential of GAI for streamlining marketers’ content supply chain and optimizing their UI/UX value chain. We also emphasize on the future implications of the technology for both enterprises and providers.

Scope

• All industries and geographies
• Our assessment is based on Everest Group’s tracking of the marketing technology landscape

Contents

In this report, we examine:

• The definition of GAI, its use cases, and adoption
• GAI’s impact on the marketer’s content and UI/UX strategies
• The risk and future potential of GAI
• GAI’s implications for providers and enterprises

Membership(s)

Interactive Experience (IX) Services

Sourcing and Vendor Management