“ ” It’s all in this arms race to get all these or mature all these generative AI models. Things keep on shifting. — Senior director of data engineering, broadcast media, US We can now focus on things we wanted to do and dream up new and bigger ideas because now we can go faster. That’s what’s exciting. — Head of commercial, streaming media, US As North American organizations continue their trials, they must weigh urgency with caution and pragmatism with innovation. This is a journey where trusted, third-party providers can guide the way to identify use cases aligned to the business, leading firms through subsequent waves of genAI and business transformation. © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 12 13
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