Generative AI: navigating tech developments, operator adoption and consumer expectations

Generative AI (genAI) was the defining tech theme for 2023 and this trend looks set to continue in 2024, based on the promise of genAI's transformative potential across all sectors of the economy. Early genAI applications span both the consumer and enterprise markets, across all components of the value chain, from networks and platforms to hardware and content and services. We cover this spectrum of applications in-depth in this report.

According to our December 2023 consumer survey of eight major developed countries worldwide, consumer awareness of genAI is high, with around two thirds of consumers on average having heard of this tech, around half of whom have used genAI themselves. In this report, we also take a deep dive into our genAI consumer survey findings.

Finally, operators are embracing genAI at a sound pace and we discuss their wide-reaching involvement, including findings from our operator survey. We also present three operator case studies on genAI.