Survey Highlights: Generative AI in Business, Insights from IT Decision Makers

March 19, 2024 / Ben Bajarin

Generative AI technologies, such as advanced language models like GPT-3/4, are rapidly gaining attention in the business world for their potential to transform operations, decision-making, and customer interactions. To understand how IT decision makers (ITDMs) view the integration of generative AI in their organizations, we conducted a survey among these professionals. The findings provide valuable insights into the recognition, trust, applications, concerns, and future outlook of generative AI from the perspective of those driving technology decisions in enterprises. Below are a few of the insights garnered from our latest research study on AI.

Awareness and Trust in AI Technologies

The survey reveals that GPT-3/4 is the most recognized generative AI technology among ITDMs, with a familiarity rate of 20.5%. This suggests businesses are particularly aware of the capabilities of advanced language models. However, other emerging technologies like PaLM 2, Codely, and Mistral have lower familiarity rates, indicating potential opportunities for exploration and adoption.

When it comes to trust in AI providers, Apple leads with 24.12% of ITDMs expressing confidence in their services, despite the company not actively marketing generative AI solutions. This implies that established brands may have an advantage in the enterprise AI market. OpenAI and Microsoft also garner significant trust, likely due to their visible efforts and breakthroughs in the AI space coupled with Microsoft’s strong position in the business technology landscape.

Applications and Concerns

Business analytics emerges as the top application of interest for generative AI among ITDMs (15.52%), followed closely by software coding and customer service. This suggests a focus on leveraging AI for data-driven decision-making and automating technical and customer-facing tasks.

However, security remains the paramount concern for businesses considering AI implementation (22.53%), along with the quality and accuracy of AI outputs and data privacy. These concerns underscore the need for reliable and compliant AI solutions.

Evaluation, Deployment, and Future Outlook

The survey indicates significant engagement with AI, with 76.47% of organizations either evaluating or deploying generative AI technologies. This active exploration of AI benefits is tempered by a minority that appear more cautious or have not yet initiated the evaluation process.

Looking ahead, 59.4% of organizations are likely to implement generative AI in the near future, suggesting a strong trend towards adopting AI for competitive advantage. However, 15.3% view it as extremely unlikely, possibly due to strategic or operational concerns.

Challenges and Enablers

Integrating AI with existing systems and the lack of skilled personnel are cited as the top challenges in AI projects. This highlights the importance of developing compatible solutions and investing in workforce training.

Confidence in security and data sovereignty is identified as the leading enabler for quicker AI adoption, along with the availability of skilled staff and compatibility with existing infrastructure. Addressing these factors could accelerate enterprise AI adoption.

Workplace Perspectives and Preferences

ITDMs express high levels of concern regarding security and accuracy in workplace AI applications. There is also a preference for on-premise AI solutions, likely reflecting a desire for greater control and oversight.

In terms of AI workloads, a hybrid approach is favored, with some businesses preferring public cloud solutions and others opting for local, on-premise workflows. This indicates the strategic decisions businesses are making to balance innovation with control and security.

Expectations and Hardware Evaluation

Businesses expect significant productivity gains of 20-40% to justify AI investments, emphasizing the focus on measurable outcomes and ROI in AI projects.

The ongoing evaluation of AI server and PC hardware in many organizations points to an active interest in the infrastructure necessary to support AI initiatives. This suggests a growing market and potential for increased adoption as AI becomes more integrated into business operations.


The survey results provide a comprehensive view of how IT decision makers perceive and approach generative AI in the business context. While there is clear enthusiasm for the potential of AI, significant considerations and challenges related to security, integration, and workforce readiness must be navigated.

These insights are valuable for enterprises looking to strategically adopt AI technologies and for AI service providers aiming to meet the evolving needs of the business market. As generative AI continues to advance and prove its value, it is likely to become an increasingly integral part of the business technology landscape.


Join the newsletter and stay up to date

Trusted by 80% of the top 10 Fortune 500 technology companies