Observed Signal · Jan 17, 2024 · Research Report · Source: Trending Topics · Impact: 3/5 · Sentiment: Neutral
Deloitte Study Confirms Generative AI's Disruptive Potential
Deloitte Österreich published a study at the World Economic Forum in Davos, surveying more than 2,800 executives globally on Generative AI. The findings confirm the technology's disruptive potential: eight in ten leaders expect Gen AI to transform their companies within three years. However, most organizations still lack the necessary expertise, with only 22 percent considering themselves future-ready in Gen AI and 47 percent feeling they adequately inform employees about its potential. The shortage of tech talent is cited as the biggest hurdle. On a societal level, 51 percent fear the technology will drive economic inequality and a centralized distribution of power, while 49 percent expect AI to weaken trust in institutions. Deloitte experts Anna Nowshad and Josef El-Rayes urge companies to integrate Gen AI into their HR strategy, establish clear governance rules, and actively involve employees to master the transformation.
The study provides significant global insights on enterprise Generative AI adoption, a key technology area impacting marketing automation, creative production, and advertising workflows; its findings on skills gaps and governance pressures are relevant to the broader AI industry, though not AdTech-specific.
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Key Takeaways & Evidence Grounding
- More than 2,800 executives worldwide were surveyed for the Deloitte Gen AI study.
- 80% of executives expect Generative AI to change their company within three years.
- Only 22% of executives consider their company future-fit in handling Generative AI.
- 51% of executives fear Generative AI will drive economic inequality and centralized power distribution.
- 49% expect increased AI tool usage to weaken trust in national and global institutions.
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