State of the Generative AI Market Report
What your business needs to know to get GenAI projects right.
Get deep GenAI market data, a realistic understanding of potential pitfalls, and advice on how to invest in the right expertise and infrastructure.
How Is Generative AI Money Being Spent?
Current Status of Generative AI Initiatives
Scaling GenAI from pilot projects to full-scale production deployments remains fraught for enterprises. Presently, neither enterprises nor software or service providers have established a repeatable and reliable path from initial pilot use cases to large-scale, production-ready workloads.
If you could do it all again, what would you do differently?
When asked what they would do differently to enhance value or accelerate time to value in a significant GenAI initiative, one of the top responses from enterprises was the need for improved governance and coordination.
Let's dive in...
Bring your agentic AI questions to the table as you sit down with this report.
What’s actually happening out there with GenAI — beyond the hype? What types of use cases are having an impact? Should you build or buy? What key risk is in your blind spot? And if everyone keeps pace with adoption anyway, is it even possible to achieve differentiation?
This data- and insight-packed report is designed to be a key resource as you navigate your AI planning and evaluation over the next six months.
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Meet the authors
Steve Hall
Chief AI Officer
Steve Hall
Steve Hall is Chief AI Officer, leading the firm’s work to help clients create an AI strategy, select the right business partners and deliver meaningful value and outcomes. His industry-leading expertise in navigating the complexities of adopting technology at scale is helping both clients and ISG leverage AI to drive value into every aspect of their operations. Steve joined ISG in 2005 and has led ISG Digital Advisory Services, Emerging Technology Services, Global Product Engineering and Application Development & Maintenance. Trained as a software engineer, he serves on the Advisory Board of Consortium for Information & Software Quality (CISQ). He holds a bachelor’s degree in computer science from Regis University.
Prashant Kelker
Partner, Americas Consulting, and Chief Strategy Officer
Prashant Kelker
Prashant Kelker is Partner, Americas Consulting, and Chief Strategy Officer. A globally recognized thought leader in AI and technology-led transformation, Prashant is shaping the firm’s strategic blueprint and bringing together all advisory capabilities to guide clients through the convergence of AI, digital technology and enterprise operating models.
He led the effort to make ISG the first sourcing advisory firm to establish a reference architecture for applied Generative AI with the 2023 ISG State of Applied Generative AI Market Report and played a key role in the development of our highly successful ISG NEXT operating model in 2020. Prashant joined ISG in 2012.
Before joining ISG, Prashant was a Technology Director at Accenture, where he won and established several new accounts and created digital offerings on mobility and predictive analytics. He earned an MBA from the Indian Institute of Management in Bangalore and a BE in Electronics from Bangalore University in India.
David Menninger
Executive Director, Software Research and Distinguished Analyst
David Menninger
David manages the software research and advisory for IT and leads the expertise in AI. He oversees the team and expertise areas for software used by IT and for what is used by business. David leads the software research efforts in AI for IT and AI-infused software building on over three decades of experience in data and analytics. For decades, he has brought to market leading-edge analytics and data products in marketing and product leadership positions at Pivotal (a division of EMC), Vertica Systems, Oracle, Applix, InforSense, and IRI Software. David earned his MS in Business from Bentley University and a BS in Economics from the University of Pennsylvania.
Ryan Swagerty
Assistant Director
