Trusted Partners Accelerate Growth With GenAI Transformation Despite lackluster initial results, North American leaders remain committed to adoption and were more likely than global respondents to plan on embedding genAI into their products. The ‘how,’ however, is changing. North American firms plan both to extend the use of partners to support their initiatives as well as expand the number of models they leverage. Firms have signaled that to achieve this, they need industry-specific capabilities over generic tools and seek established partners to avoid improvisation and mitigate risk. Over the next two to three years, decision-makers seek to achieve the following: GenAI Stands To Boost Content Production, Reduce Costs, And Delight Customers Over the next two to three years, firms anticipate genAI having a substantial effect on how content is made. Four in five of respondents said that they anticipate genAI significantly improving content supply chains. Three in four predict accelerating content production time, and 70% mentioned reduced content production costs. “Where do you expect genAI capabilities to have the most impact on your organization over the next two to three years?” Personalized recommendations and advice: Providing better contextual information and recommendations like individualized EPGs, contextual search, and personalized highlight generation 55% Streamlined content production and support functions: Speeding up time-intensive support tasks like captioning and translation as well as contributing to ideation through narrative and asset drafting 52% Improved software development and IT operations: Accelerating software development while reducing IT overhead in areas like AI code generation and AI for IT operations. 50% Expected Outcomes Due To GenAI Investments (Showing “Significant improvement” and “Transformational improvement”) More innovation 82% 67% Greater operational efficiency 73% Stronger risk mitigation/compliance 11 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 10 Base: 204 North American media and entertainment decision-makers Note: Showing top responses Source: A commissioned study conducted by Forrester Consulting on behalf of AWS, September 2024
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