Key Findings North American M&E firms are bullish on genAI but bogged down in early experimentation. Organizations appropriately feel urgency to act on genAI. However, while NA firms hold a slight genAI maturity edge, the dominant approach remains ambitious in scope and conservative in effort, intended to manage risk and limit harmful outputs that can damage the business. More preparation and partnerships are needed for organizations to see payoffs from genAI adoption. Organizations are hitting operational and data hurdles where third-party partners can help. Organizations haven’t fully pivoted their strategies to focus on how genAI can support their unique business needs. Early setbacks with genAI outputs and a lack of a stable data foundation have limited adopter success. Organizations require trusted partners that can help to operationalize genAI, enable greater innovation, and accelerate growth. GenAI capabilities will transform how work happens in M&E firms. M&E firms seek industry-specific genAI capabilities that integrate into the tools and systems they already use. Decision-makers are now looking for genAI tools to both transform parts of the business through enhancing functions like recommendation personalization, as well as changing how individual contributors work. Content production, software development, and IT operations will see increased investment in AI-enabled automation tooling. “ ” I think everyone’s being cautious. I don’t think there’s any concern that it can’t accelerate our business and prove automation. The real question is: what’s the right way to apply it, playing within the bounds and rules of all the things that are circulating out in the world today? — Head of commercial, streaming media, US 5 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 4
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