The Generative AI (GenAI) era is just beginning but is already expected to drive an unprecedented economic value of $2.6 to $4.4 trillion annually across various sectors, surpassing the entire 2021 Gross Domestic Product of the United Kingdom.

While this is an expectation, a significant global investment has already been made on Generative AI. Over the past 5 years, startups in this space have attracted over $26 billion of funding, of which $17.8 billion in 2023 alone.

What exactly is Generative AI?  

Generative AI is a type of artificial intelligence that creates new content, including text, images, audio, and video, based on patterns it has learned from existing content. It uses machine learning, specifically deep learning, to process a large amount of data and determine what elements are most likely to appear near other elements.  

This type of AI model undergoes training on extensive datasets, often on the scale of terabytes, which encompass a diverse array of sources including books, web content, and various types of textual and non-textual data. This vast volume of information equips it with the ability to engage in conversations, provide answers to queries, generate narratives, craft source code, and even produce images and videos, all triggered by concise text inputs referred to as prompts.

Generative AI has the potential to deliver substantial value to the economy and society. It can automate many work activities that involve communication, supervision, documentation, and interaction with people. This accelerates the transformation of work in a wide range of sectors. 

Generative AI can also drive value by working in partnership with workers, augmenting their work in ways that boost their productivity. It can rapidly process large amounts of data and draw conclusions from it, offering insights and options that can significantly enhance knowledge work. This can speed up the process of developing a product and allow employees to devote more time to higher-impact tasks.  

However, the adoption of generative AI also presents challenges, including managing the risks inherent in the technology, determining what new skills and capabilities the workforce will need, and rethinking core business processes. It is important for businesses to understand these challenges and make informed decisions about implementing generative AI in their operations. 

The applications of Generative AI are rapidly growing 

Generative AI can be used in a variety of ways. It can serve as a virtual expert, quickly scanning source material and conducting research in dialogue with a human. It can also work in partnership with workers to augment their work and accelerate their productivity.  

In today's rapidly evolving digital landscape, Generative AI has flourished into a revolutionary force, driving transformative change for business functions across various industries through a host of new applications that are showing up every day. Here are a few examples of the application fields:

Business Intelligence and reporting

Generative AI automates the labour-intensive processes of data collection and analysis. Businesses can now generate comprehensive reports at the drop of a hat, delving into a rich reservoir of insights. Moreover, with natural language interfaces, interactive data exploration becomes an intuitive experience, enabling stakeholders to obtain actionable intelligence effortlessly.

Medical advising

Generative AI has the potential to revolutionise medical advising by offering personalised, data-driven recommendations and insights to healthcare professionals and patients. With access to vast amounts of patient data, these AI systems can analyse complex medical histories, identify patterns, and suggest customised treatment plans for preventive measures.

Personalised customer engagement

Generative AI isn't just changing business-to-business interactions but is also reshaping how businesses connect with their clientele. Through the generation of bespoke content, addressing specific queries, and fostering engagement, tools such as SEO optimisers, social listening platforms, and chatbots are setting the gold standard for customer interaction.

Targeted marketing campaigns

Marketing, a field already known for its dynamism, is further energised by Generative AI. It assists brands in crafting optimised marketing strategies that resonate with their audience, personalises content to a granular level, and dynamically adapts campaigns based on real-time data inputs, ensuring maximum outreach and impact.

New product design

Generative AI has significantly revitalised the journey from ideation to market launch. Acting as a pivotal ally during brainstorming phases, it offers crucial market insights that can notably shorten the transition from a mere concept to a tangible product. Coupled with Generative AI-powered market research, businesses can not only foresee how a product might be received but can also fine-tune their offerings in real time. 

Software development

Generative AI is making its mark in the tech development sector with code hosting platforms that can be leveraged for better control and collaboration. It also offers tools that can offer intelligent debugging assistance and even expedite the QA process, promising more efficient software development cycles. 

In the dynamic landscape of today's industries, Generative AI is rapidly carving a niche, ushering in transformative solutions.

  • In retail, it's revolutionising customer experiences by personalising product recommendations and designing virtual showrooms, all tailored to individual preferences.  

  • The finance sector sees its prowess in predictive analytics, enhancing fraud detection mechanisms, and automating customer interactions for efficiency.  

  • The healthcare sector is witnessing a paradigm shift with generative AI's contribution to medical imaging, drug discovery, and personalised treatment planning. 

  • Meanwhile, in the F&B industry, AI-driven innovations range from optimising supply chains to creating new recipes and descriptions, even aiding in the development of sustainable alternatives to traditional ingredients.  

Collectively, Generative AI is not just an augmentative tool but is spearheading a revolution across these sectors, setting new standards for innovation and efficiency.  

Addressing key concerns around Generative AI 

Such a disruptive technology often comes with a wide array of discussions around the consequences of its implementation. Here are some of them:

Will Generative AI cause job redundancies?

One of the most common discussions is that AI, including generative AI, will entirely replace humans in the workforce. While AI can automate certain tasks, it is not a direct substitute for human creativity, emotional intelligence, and decision-making capabilities. In fact, Generative AI is more likely to transform job roles rather than eliminate them entirely. It's also important to note that the adoption of AI can create new job opportunities and enhance human productivity.

Can the increased use of Generative AI raise too many privacy concerns?

The widespread adoption of Generative AI in the workforce does raise ethical concerns, such as job displacement and privacy issues. However, these challenges can be addressed by policymakers and businesses to ensure a fair and responsible integration of AI. For instance, new policies can be developed, and existing policies amended to ensure human-centric AI development and deployment that includes human oversight and diverse perspectives. 

Could enabling the workforce for Generative AI present challenges?

With the advent of Generative AI, there is indeed a need for the workforce to develop skills in domains like machine learning, data literacy, human-AI collaboration, and cyber security. However, it's not impossible. It can be achieved through education, reskilling, and upskilling programs, enabling individuals to thrive in an AI-driven world. Similar to other historic breakthroughs where almost all workers had to become proficient in using a computer or some form of technology.

Would Generative AI increase infringement issues?

There are concerns about the content that Generative AI systems produce, such as potential infringement upon intellectual property or the creation of biased content. However, these issues can be addressed with proper oversight and regulation.  

Unlocking the impact with the right partnership 

Generative AI has the potential to deliver significant short and long-term results if adopted efficiently into business models. To unlock it, organisations need to partner with a team that understands the relationship between business, strategy, technology, and execution at an intricate level. 

At Metyis, we combine our big data expertise, advanced technological capabilities, and extensive geo-footprint to help businesses enjoy the advantage of putting Generative AI through multiple applications in a fast, efficient, and connected way.  

With our integrated approach, which ranges from formulating strategies to executing them in their ecosystems, we have always empowered partners across different industries to seize breakthrough moments in technology to create a sustained business impact on a global scale.

About the authors behind the article

Robin Opdam is a Data Scientist Associate, Max Verhoeven is a Data Science Analyst, and Marcello Cacciato is a Principal, all of them based in Amsterdam. Louis de Cointet is a Partner and data expert from our Paris office.