Emerging Tech: Generative AI Adoption Trends and

Future Opportunities
Published 1 September 2023 - ID G00796158 - 21 min read
By Analyst(s): Danielle Casey, Bill Ray, Roberta Cozza, Ray Valdes
Initiatives: Emerging Technologies and Trends Impact on Products and Services;
Generative AI Resource Center

Generative AI adoption is concentrated in content creation (across

text, data, code, videos and images, and sound) with many
applications across industries. Product leaders must incorporate
GenAI-enabled capabilities that add value to their product and use-
case strategy to remain competitive.

Overview
Key Findings
■ Generative AI (GenAI) is primarily being used for the creation of text-based content
across many industries, such as legal, healthcare and financial services.

■ Image, video and voice generation, as well as AI avatars, also represent areas of
opportunity, but will primarily be used in marketing and human resources
departments.

■ GenAI is also adding new capabilities and improving the performance of virtual
assistants and content discovery tools, such as data and analytics (D&A) platforms
and insights engines.

■ Drug discovery, despite being a narrowly defined use case, is an early application of
GenAI that has gained notable traction within the pharmaceutical industry.

Recommendations
Product leaders developing emerging technologies and evaluating the value of GenAI
should:

■ Develop large language model (LLM)-enabled features to add to your existing

software solutions by identifying text- and data-heavy tasks where GenAI can
augment human performance and reduce operational inefficiency.

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■ Avoid GenAI-washing by developing scalable, sustainable use cases that deliver on
key performance indicators (such as time to market, cost savings and operational
efficiency).

■ Add GenAI to your product roadmap now, so as not to risk falling behind peers in the
conversational AI and D&A markets.

■ Plan for future GenAI opportunities in simulation-related use cases (beyond the
current activity in drug discovery) by assessing GenAI’s unique ability to deliver
business value in generating designs, predictions, digital twins and more.

Strategic Planning Assumptions

By 2025, generative AI will be embedded in 80% of conversational AI offerings, up from
20% in 2023.

By 2025, 60% of marketing departments will be using some form of generative AI (such as
image, video, audio, AI avatars or advertising platform solutions), up from less than 10%
in 2023.

By 2025, Gartner expects 95% of developers will regularly use generative AI to assist with
code creation, up from 50% in 2023.

Generative AI will play a role in 70% of text- and data-heavy tasks by 2025, up from less
than 10% in 2023.

By 2030, the design and discovery of all new drug leads will result from some use of
generative AI, up from less than 1% in 2023.

Analysis
Technology Description
Generative AI technologies can generate new derived versions of content, strategies,
designs and methods by learning from large repositories of original source content. GenAI
has profound impacts on business including content discovery, creation, authenticity and
regulations; automation of human work; and the customer and employee experience.

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GenAI refers to AI techniques that learn a representation of artifacts from data and use it
to generate brand new, completely original artifacts that preserve a likeness to original
data. These artifacts can serve benign or nefarious purposes. GenAI can produce totally
novel media content (including text, image, video and audio), synthetic data and models
of physical objects. GenAI also can be used in drug discovery or for the design of
materials. Sample providers are listed throughout the document.

How to Read the Document

Gartner engaged in a case-based research (CBR) effort to identify patterns in the GenAI
market (see the Evidence section for methodology details). Gartner interviewed over 25
vendors in this study and collected over 70 use cases. These use cases are quantitatively
visualized in this document to depict use-case patterns in GenAI adoption.

This note offers an examination of some of the basic patterns revealed in this research,
leaving it to the product leaders to identify the patterns most applicable to their business
strategy and mission-critical priorities. See Note 1 for details on capability representation
in pattern analysis.

Summary of GenAI CBR Findings

GenAI is being applied across a variety of use cases. Currently, content creation is the
biggest area of activity. Though this includes a variety of data types (images and videos,
voice and code), GenAI for text creation is a primary area of usage. Gartner expects this
use case to remain the largest area of opportunity over the next few years.

Other types of content creation (such as images, videos and voice) as well as AI avatars
are growing in popularity. These use cases are industry agnostic, but will primarily be used
in marketing and human resources departments.

GenAI is also adding new capabilities and improving the performance of virtual assistants
and content discovery tools. Here, integrations with LLMs will become quite prevalent over
the next two years.

Drug discovery, despite being a narrowly defined use case, is an early application of GenAI
in simulation that has gained notable traction within the pharmaceutical manufacturing
space.

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In total, the impact of GenAI spans numerous use cases and will transcend any one
industry. Though GenAI is still an emerging technology and there is plenty of opportunity,
the market is rapidly evolving. This note highlights key use-case patterns and their
implications for technology product and service leaders.

This document is scoped to over 70 GenAI-enabled use cases across the following
categories: GenAI for content creation (image, video, text, voice and code), content
discovery, drug discovery, AI avatars and virtual assistants (VAs).

Case Insight: GenAI Adoption Activity Is Concentrated in Content Creation, Spanning

Various Data Types and Industries
Adopter appetite for GenAI applications is very high and product leaders are rapidly
working to develop GenAI-powered applications to meet this demand. Current GenAI
adoption is focused in the following use cases, by order of popularity: content creation
(such as text, image and video creation), conversational AI (to include AI avatars and
virtual assistants), drug discovery, and content discovery. Early adopters of GenAI are
focused in the following three industries: manufacturing and natural resources;
communications, media and services; and retail. Figure 1 illustrates this in additional
detail.

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Figure 1: Generative AI Use Cases by Industry

GenAI-Enabled Content Creation

Text

The use of LLMs is ideal for text- and data-heavy tasks, due to the significant time
investment required. These tasks span industries, and this will be reflected in adoption
trends. Examples of how GenAI will be used for text-related tasks (such as creation,
summarization, rewriting and translation) include:

■ Legal — Creating first drafts of contracts, emails, and other forms of legal
documentation and providing summarization from meetings and long legal
documents. For example, Evisort is using GenAI to assist in the drafting of contracts
by offering redline edits and automatically suggesting clause rewrites. 1

■ Financial — Analyzing and writing financial reports, as well as drafting marketing

materials.

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■ Healthcare — Conducting medical writing, such as the creation of clinical
documents, or drafting lab analysis.

■ Human Resources — Drafting job postings for company recruitment, as well as

writing and summarizing policies.

■ Media — Generating marketing campaigns and drafting blog posts, sports coverage
and news articles. For example, the Wall Street Journal is using Narrativa to
automatically generate drafts of news articles. 2

These applications are expected to expand to include additional tasks and the creation of
more comprehensive end-to-end solutions as GenAI matures.

Example providers using GenAI for text generation: Narrativa, Jasper AI, OpenAI, Amazon
Lex and many more.

Code

GenAI is increasingly being used to generate first drafts for code and assist with code
completion. In fact, a March 2023 GitHub survey of 500 developers working in companies
with over 1,000 employees revealed that 92% of developers were already using GenAI for
coding. 3 GenAI is also being used for other phases in the software development life cycle,
to include design, coding, documentation, testing and deployment.

As coding is a text-heavy and time-consuming project, this is an ideal use case for LLMs.
Developers are using coding assistants to improve their productivity and reduce the
amount of time it takes them to write a new program. In some cases, there is a 50%
reduction in the time it takes to create new code. For example, Mercado Libre, which
operates an online marketplace, reported a 50% reduction in time writing code using
GitHub Copilot. 4 By 2025, Gartner expects 95% of developers will regularly use generative
AI to assist with code creation, up from 50% in 2023.

Example providers using GenAI for software development include Amazon CodeWhisperer,
GitHub Copilot, JasperAI and Tabnine. For a list of GenAI coding assistant providers, as
well as supported programming languages and coding features, see Emerging Tech:
Generative AI Code Assistants Are Becoming Essential to Developer Experience.

Image and Video

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Images and videos are big areas of opportunity for GenAI. Traditional video creation
requires scripts, actors, videographers and editors. This is a time-consuming, iterative
process that has pre- and post-production requirements. GenAI can help in the production
of creative content at scale, while meeting fast life cycle demands and low creative
budgets. Using text prompts, users can generate short videos with synthetic voice-overs or
featuring AI avatars. Example providers include Colossyan, Elai.io, Hour One, Synthesia
and Runway.

GenAI can also be used to conduct AI video reshoots for lip synching and dialogue
replacement. An example provider is Flawless.

AI-generated images are also becoming more popular. Here, GenAI is lowering the skills
barrier by enabling nonartists to produce creative work. Example providers include Adobe
Firefly, Midjourney, Stable Diffusion, Fact AI and Masterpiece Studio.

Audio

GenAI for audio is an emerging application, though most activity is focused around
synthetic voice versus other audio effects. Using text-to-speech, GenAI companies can
create voice-overs for media materials. This content can be used for marketing
campaigns, commercials, training videos and more and can be paired with AI-generated
videos or avatars. Generative translation is also being used to improve audience reach, as
well as add characteristics around language tone, pace and pitch. GenAI for voice is not
one of the most popular applications of GenAI, but it has garnered more traction than is
currently represented in Figure 1. Gartner expects most near-term generative audio activity
to focus on communications, media and services, as well as retail. Example providers
include ElevenLabs, WellSaid Labs, Speechify and OpenAI’s Jukebox.

Advertising Solutions

GenAI is being used to create more efficient and personalized advertising solutions. For
example, Yotta (a banking platform) partnered with Omneky to improve prospecting
campaigns. GenAI enabled more personalized content production to maximize customer
engagement. This solution lowered lead generation costs and doubled conversion rates. 5

Though a lot of the current GenAI activity in marketing is focused on content outputs,
GenAI is also starting to be used to augment platforms for managing the marketing
pipeline. This includes content ideation, creation, production and testing, and analytics of
advertising materials (such as text, images, audio and videos).

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Along similar lines, GenAI is starting to be used for the creation of marketing videos, email
campaigns, and product promotion via SMS and social media messaging.

Content creators are using GenAI to brainstorm new, creative ideas and create first drafts
of images, videos and text. Equipping the marketing department with GenAI will improve
time to market and reduce content production costs. By generating more marketing
material, faster, companies are able to improve client and/or prospect engagement and
acquisition — particularly when combined with rapid content testing and algorithmic
optimization techniques.

Example platform providers include Omneky and Pencil. Adobe recently launched a GenAI
tool for marketers.

GenAI-Enabled Conversational AI

Avatars

GenAI can be used for the creation of AI avatars using text-to-video technology. These
avatars are interactive and provide real-time responses to external engagements. AI
avatars include unique voices, physical features, facial expressions and body movement.
They are often accompanied by generated background scenes or branded products,
depending on the application.

AI avatars can be used across a variety of use cases and industries. Examples include:

■ A virtual news anchor, where videos of an avatar providing news updates are created
using GenAI.

■ A virtual assistant for sales and brand engagement. These AI avatars include a
conversational interface for user engagement, question and answering, and lead
generation. Avatars can also enable virtual try-on experiences. These use cases
primarily appear in retail organizations and manufacturers of consumer goods, as
well as in communications, media and services.

■ AI avatars for employee training and student educational videos. Here, the use of
GenAI increases content production and reduces production time and cost. These
use cases are in retail and manufacturing.

■ AI avatars for improved user experience in immersive gaming environments.

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For example, Cadbury used Rephrase.AI to promote and improve the visibility of local
business using an AI avatar campaign. This created significant user engagement, with
130,000 versions of the ad being created, generating 94 million views across social media
platforms and boosting brand visibility. 6

Example providers of GenAI technology for AI avatar creation include Rephrase.AI,

Synthesia, NVIDIA and UneeQ. See Tech Innovators in Generative AI for Conversational AI
Avatars for more details.

GenAI-Enabled Virtual Assistants

GenAI is being used in virtual assistant offerings to improve overall VA performance, such
as the ability to support question and answering, enterprise knowledge search,
personalized conversational journeys and more. It also adds new capabilities to VAs, such
as automatic email generation, augmented business intelligence (BI), image creation and
more.

Based on Gartner’s interactions, a majority of conversational AI and VA providers are either

currently piloting, already using or planning on adding GenAI to their R&D roadmap. GenAI
adds more automation to existing VA offerings. This automation is not only scalable, but
also focused on data- and text-centric tasks where LLMs are ideal. LLM-augmented
capabilities span natural language understanding (NLU), conversational data analysis
and discovery, and knowledge access based on retrieval-augmented-generation (RAG)
approaches.

By 2025, GenAI will be embedded in 80% of conversational AI offerings, up from 20% in

2023.

Example providers of GenAI-enabled virtual assistants include Openstream.ai, Amelia,

DAVI, IBM Watson and more.

GenAI-Enabled Simulation

Drug Discovery

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Drug discovery is an early use of GenAI that predates the current LLM hype and has
attracted the highest levels of venture capital investment in the last three years (see
Venture Capital Growth Insights for Generative AI). In drug discovery, GenAI can be used to
screen a large number of compounds by simulating their interaction and compatibility
with identified target molecules and identifying novel treatments. This process not only
reduces the physical testing required, reducing costs and increasing time to market, but it
also extends testing to compounds with a very low chance of success. Such compounds
are not normally tested at all, as the risk is too great, but GenAI enables much wider
testing, which can lead to unexpected breakthroughs in new medications and treatments.

Traditional drug testing routinely takes more than a decade, with a 90% failure rate and an
industry cost of around $6 billion a year. 7 GenAI is already being used to cut development
time below two years. The overall impact of these techniques is still hard to judge, as in
many cases lengthy clinical trials are ongoing, but it’s clear that GenAI is becoming an
essential part of the drug discovery process.

Examples of companies using GenAI for drug discovery include ChemPass, IBM and
Standigm.

GenAI-Enabled Content Discovery

GenAI for content discovery includes two use cases — search engine optimization (SEO)
and data and analytics (D&A).

Search Engine Optimization

GenAI is being used in SEO due to the emerging concern that LLM-powered search
engines will not surface company information. This is achieved by creating content
optimized to appear in search engine results to ensure visibility to end users.

Traditional search engines use keyword matching to surface user results to a query. LLM-
powered search engines identify a user’s intent and offer information and resources to
answer that question. If your content is not included in the search response, a user may
never know your company exists. GenAI for SEO seeks to address this concern.

Here, LLM generates content by using keyword analysis to generate, edit and optimize the
performance of new content against existing articles, particularly from competitors. For
example, Surfer SEO (a content optimization platform) is enabling this through a Jasper
Integration. 8

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Data and Analytics

■ Financial Services — Analyzing financial data and text for financial reporting and
market analysis, to include the generation of images, charts and, in the future, 3D
animated visualizations.

■ Human Resources — Analyzing resumes from job seekers, as well as other hiring
and HR data.

■ Media — Analyzing competitor advertising and conducting sentiment analysis on

social media.

■ Healthcare — Performing predictive analytics for preventable, high-risk diseases

using patient health data.

GenAI is also being embedded into data and analytics platforms to extract relevant
content from images and videos, categorize data for searchability, conduct pattern
recognition and data classification, and generate visuals. These capabilities are
significantly improving the searchability and usability of data within organizations.

Examples of providers using GenAI to provide enterprise data and analytics insights
include Huma.AI and Coveo.

Implications for Product Leaders: Use GenAI for Human Augmentation, Not
Replacement
GenAI-Enabled Content Creation

Text

Currently, most organizations using LLMs are using a foundational model that is then
customized to the organization via fine-tuning, prompt engineering and data injection, and
the use of knowledge graphs and indexed vector databases. However, a handful of
organizations are training general LLMs using industry-specific data. Proprietary, industry-
specific LLMs will have improved accuracy and model performance, be embedded into
industry-specific applications, and support use cases targeted at solving key business
problems.

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For example, the use of LLMs in financial services software improves data processing,
analytics and visualization. Another example is the legal or healthcare industry, where
document structure and language vernacular is standardized and quite specific. In these
examples, industry-specific LLMs may offer superior performance that justifies the
upfront training investment, though the cost will vary by the scope of the domain.

Code

With AI-generated code, what used to be a time- and labor-intensive task is increasingly
not. This means that developers can produce more code in less time, creating new
possibilities for software development within the organization.

However, GenAI can be used beyond code creation. It can be used throughout the coding
life cycle, to include testing, monitoring and maintenance of software. GenAI is also being
used for writing software documentation; software deployment and configuration;
translating from one programming language (a legacy system) to another (a newer
programming language); and refactoring and rewriting software for clarity, consistency
and maintainability. It is important to recognize this opportunity, as many organizations
are considering the role of governance and responsible AI in their GenAI deployments.
Tools to help enable this will gain significant traction over the next year, for both
performance and compliance reasons.

Images/Video

AI-generated images and videos is an application that has high growth and impact
potential. Though industry agnostic, this application will be primarily used by an
organization’s marketing and human resources departments for the creation of
promotional and training materials. By 2025, 60% of marketing departments will be using
some form of GenAI (such as image, video, audio, AI avatars or advertising platform
solutions), up from less than 10% in 2023.

Audio

GenAI for audio will support the creation of AI avatars, as well as support the proliferation
of content production (particularly videos). Though generative AI for audio is currently
focused on voice, it is expanding to include sound effects and music. Other emerging use
cases include:

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■ Generating a simulation of a custom soundscape (a specific acoustic environment)
to optimize the acoustic design of buildings or specific spaces (such as airports,
restaurants and offices)

■ Mimicking real life acoustics for virtual reality environments or enhancing immersive
gaming/media

However, generative voice does come with specific challenges. The ability to mimic an
individual’s voice using GenAI poses a security challenge to call center agents and other
companies that use voice biometric authentication. By extension, facial authentication
solutions are also much less secure. Audio generation for voice cloning poses a security
risk, particularly when voice biometrics are the only method of authentication. The use of
multifactor authentication can help improve security. Beyond call centers, the fusion of
voice cloning with video generation is resulting in deepfakes, which are impacting digital
media forums.

Generative AI content detectors are emerging to help address these issues. Though the
current focus of these emerging products is the detection of AI-generated text for
educational institutions, these solutions will similarly be developed for other forms of
generated content, such as images, videos and voice.

Advertising Solutions

Currently, marketing is one of the biggest use cases for GenAI. However, eagerness to use
GenAI has resulted in risk-prone usage environments. Based on Gartner’s GenAI inquiries,
a number of organizations are using LLMs, particularly ChatGPT, without any usability
guardrails such as data-handling standards or usage guidance.

GenAI does not produce wholly net new content, meaning some of the content may be
derivative of other sources on the internet. To prevent issues around copyright
infringement, GenAI-powered marketing solutions should include usage guidance. The
regulatory environment surrounding AI-generated text and images is still uncertain. Rather
than forfeit this use-case opportunity, create editing tools, techniques for flagging
derivative content and best practices around usage. This will help you and your customers
ensure future regulatory compliance, without compromising innovation.

GenAI-Enabled Conversational AI

Avatars

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GenAI is popularizing avatar technology. AI avatars are being used in a variety of use
cases where organizations are trying to improve user engagement with products or
services. Expect more avatar usage in communications, media and services, and retail (to
include gaming) environments over the next few years. These avatars will mostly be
created using GenAI (conversational design, text-to-3D-asset creation, synthetic voice
assets) and will create branded, more immersive experiences for customers. Other use
cases, such as virtual assistants, will experience more AI avatar usage, but at slower
adoption rates.

Virtual Assistants

Over the next two to three years, it will be challenging to provide competitive virtual
assistant solutions without large language models. In 2023 alone, most conversational AI
platform providers have embedded LLMs into their offerings or have added LLM-driven
capabilities to their product roadmap. It is critical for VA providers to identify ways that
GenAI can enhance their existing use cases by adding new features and functionality,
while mitigating cost and performance risks.

LLM-enabled opportunity must be balanced against perceived risk. Many use cases
remain internal-facing, such as VA for HR or sales support. This allows organizations to
test LLMs in a controlled way and keep a human-in-the-loop to monitor performance. B2E
(business-to-employee) use cases are lower risk than B2C use cases, though there are
measures to contain B2C interactions (for example, supporting document summarization
but not allowing the model to offer business advice to users).

A new wave of conversational AI products grounded on GenAI-enabled architectures is

emerging and is pushing traditional conversational AI vendors to differentiate their
offering and redesign their value proposition.

GenAI-Enabled Simulation

Drug Discovery

GenAI is expected to play a significant and growing role in the future of drug discovery
and design. By 2030, the design and discovery of all new drug leads will result from some
use of GenAI, up from less than 1% in 2023.

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It is important to note that the opportunity to use GenAI for simulation extends beyond
drug discovery to include creating synthetic data, predictions, digital twins and design
generation (for buildings, for example). Though drug discovery is still an emerging
application of GenAI, this is the most mature and industry-specific simulation use case.
Whereas content creation is bursting with activity, simulation remains relatively
unexplored.

GenAI-Enabled Content Discovery

As LLMs are good at processing large amounts of data, their use in content discovery
tools and platforms is expected to continue. Moreover, more of these models and their
applications are expected to be multimodal, expanding the number of tasks and functions
that can be performed. In addition to SEO and D&A, they will also be used to improve the
accuracy of search engines by enabling a higher degree of contextualization and
personalization.

Recommendations
■ Develop GenAI-enabled features to add to your existing software solutions by
identifying text- and data-heavy tasks where GenAI can augment human
performance and reduce operational inefficiency.

■ Avoid GenAI washing by developing scalable, sustainable use cases that deliver on
key performance indicators (such as time to market, cost savings and operational
efficiency).

■ Add GenAI to your product roadmap now, so as not to risk falling behind peers in the
conversational AI and D&A markets.

■ Plan for future GenAI opportunities in simulation-related use cases (beyond the
current activity in drug discovery) by assessing GenAI’s unique ability to deliver
business value in generating designs, predictions, digital twins and more.

Evidence
1
Evisort Announces Availability of Enterprise-Grade Generative AI for Contracts, Evisort.

2
The Wall Street Journal Uses Narrativa’s AI for Its News Automation, Narrativa.

3
Survey Reveals AI’s Impact on the Developer Experience, GitHub.

4
Mercado Libre Frees Developers’ Minds to Focus on Their Mission With GitHub, GitHub.

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 5
Case Studies: Yotta, Omneky.

6
Mondelēz International | #NotJustACadburyAd - SRK’s Becomes Ambassador for
10,000+ Local Businesses, Rephrase.ai.

7
How to Improve R&D Productivity: The Pharmaceutical Industry’s Grand Challenge,
Nature.

8
Surfer SEO

This document is part of Gartner’s case-based research (CBR) for generative AI and
focuses on the application of this technology for AI avatars. The upcoming documents
will also explore generative AI applicability and tech innovators around drug discovery,
content generation and software coding.

This Gartner CBR project engaged a team of four analysts conducting in-depth interviews
and data collection over six months starting in July 2022. This project involved
completion of 50 interviews across 25 generative AI vendors globally and analyzed 70
adopter use-case studies.

Note 1: Capability Representation in Pattern Analysis

When interpreting the data, it is important to note that the number of cases associated
with each pattern category (e.g., use-case category) or characteristic (e.g., industry) does
not add up to the total number of subject cases. Multiple characteristics may appear
within a single case.

Recommended by the Authors

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