North American Orgs Are Leaning Into The Promise Of GenAI With Caution In surveying 204 North American M&E decision-makers, we found that 80% of respondents said it is critical to integrate genAI within their organization’s products and services to compete. This comes as North American M&E teams already juggle competing initiatives to accelerate content production, while still developing differentiated customer experience. Appropriately, respondents are trying to do more with less. Drivers Of GenAI Adoption Opportunity to accelerate content/media production Innovation Opportunity to accelerate business processes Opportunity to reduce production costs Opportunity to improve viewer/customer experience Opportunity to improve employee productivity 56% 55% 51% 50% 47% 39% 7 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 6 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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