AI at Wharton is thrilled to have partnered with GBK Collective to produce Growing Up: Navigating Gen AI’s Early Years. This is an extensively researched report that provides an in-depth analysis of the state of Generative AI (Gen AI) adoption, its business applications, and future prospects. Written by Jeremy Korst, Partner, GBK Collective, Stefano Puntoni, Faculty Co-Director of AI at Wharton, and Mary Purk, Executive Director of AI at Wharton, this report comes at a critical moment in AI’s evolution, as companies transition from initial excitement to deeper experimentation and efforts to prove the Return on Investment (ROI).
From a survey with more than 800 senior business leaders, this report’s findings indicate that weekly usage of Gen AI has nearly doubled from 37% in 2023 to 72% in 2024, with significant growth in previously slower-adopting departments like Marketing and HR. Despite this increased usage, businesses still face challenges in determining the full impact and ROI of Gen AI. Sentiment reports indicate leaders have shifted from feelings of “curiosity” and “amazement” to more positive sentiments like “pleased” and “excited,” and concerns about AI replacing jobs have softened. Participants were full-time employees working in large commercial organizations with 1,000 or more employees.
The report highlights that Gen AI excels in specific tasks such as data analysis, idea generation, and contract drafting, but it is not yet viewed as transformative across all business functions. Future investments will focus on scaling use cases and refining organizational structures to support sustainable AI adoption. “The key to successful adoption will be measurable ROI and adaptable organizational cultures,” the authors note. Furthermore, while investments in Gen AI are expected to grow, the pace of growth is likely to slow as companies seek more targeted and accountable applications.
This document offers valuable insights for any organization navigating the rapidly evolving landscape of AI, particularly those interested in balancing innovation with practical business outcomes. For a more detailed analysis of trends, challenges, and strategic recommendations, we encourage you to explore the full report.