If 2023 was the year of experimentation with gen AI, 2024 was when companies zeroed in on use cases and started putting pilot projects into production.
In a survey of 2,300 IT decision makers that IBM released in December, 47% say they’re already seeing ROI from their AI investments, and 33% say they’re breaking even on AI. Only 14% say they’re losing money, and 66% of companies plan to increase their AI investments compared to 5% that plan to decrease it.
The early part of 2024 was disappointing when it comes to ROI, says Traci Gusher, data and analytics leader at EY Americas. “But now we’re actually starting to see real benefits,” she says. “Some of the best use cases I’ve seen have been in marketing, and that’s just one area.”
According to experts and other survey findings, in addition to sales and marketing, other top use cases include productivity, software development, and customer service.
