Firms Are Still In Early Experimental Stages While North American organizations are adopting genAI, they admit they aren’t well prepared to harness the potential today. Half do not feel they have the people resources necessary, while 45% do not feel their organization has up-to-date security and privacy practices to mitigate risks of genAI. Encouraging news is that North American M&E firms don’t plan to go it alone. Four in five said they’re prioritizing content partners that adopt genAI to accelerate their work. Operational And Data Hurdles Hold Back Innovation And Customer Experience North American leaders are cautiously adopting genAI given the inherent risk of getting it wrong. Organizations are already seeing repercussions from genAI: 65% experience poor genAI performance and output quality (and North Americans are slightly more concerned about biases in genAI outputs compared to their global counterparts). This means genAI isn’t reliably working as intended due to the challenges outlined below. Top GenAI Priorities (Showing “High priority” and “Critical priority”) Top GenAI Challenges When It Comes To Achieving Business Objectives Having our content production partners adopt genAI to accelerate their work 82% Personalizing customer interactions and recommendations Poor data management Poor model performance 80% Augmenting human capabilities and expertise with genAI assistance 75% 50% Outdated, legacy systems 50% 41% 9 8 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 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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