As genAI adoption grows, businesses and consumers face a transforming digital ecosystem marked by broadening applications, enhanced productivity, shifting business practices, and legal and ethical challenges.
As generative AI (genAI) reshapes how businesses and consumers use digital technologies, the shift also has implications for the advertising industry. The number of genAI users is expected to reach 100 million in 2024, even as growth slows from 2023's blistering pace.
Key Question: How can advertisers leverage the potential of genAI while adapting to its influence on consumer behavior and brand awareness?
Key Stat: GenAI users in the US grew from 7.8 million in 2022 to 77.8 million in 2023, representing a nearly 900% growth rate. The growth rate is now moderating but remains strong, positioning the technology’s user base as a significant market force by 2026.
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Table of Contents
Executive Summary
GenAI is in the early stages of revolutionizing how consumers and businesses use digital technologies
GenAI’s rapid growth moderates as users assess the technology’s potential
GenAI adoption is spurring a workplace transformation
GenAI use cases vary, with text generation and personalized recommendations taking the lead
The rapidly changing genAI landscape presents opportunities and challenges
What should advertisers do to capitalize on genAI’s growth opportunities?
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