GenAI – Key Research Findings in 2023

woman working with AI chat on computer

With CES kicking off next week in Vegas, there will undoubtedly be a heavy focus on generative AI (GenAI). In this blog post, I’d like to share the top findings from multiple qualitative research studies conducted in the past six months by Ideba on this intriguing subject. Here are my top 10 takeaways:

  1. The biggest tension exists when innovators/early adopters want to move an organization forward, but more conservative team members are focused on guardrails, governance, and security.
  2. Significant differences of opinion by industry, and by geography.
  3. While many organizations are thinking about big-picture use cases, they recognize a need for smaller “wins” and incremental gains, to create proof points in the interim.
  4. Most organizations are not creating new processes and models to help introduce GenAI, but are relying on tried, tested, and true methodologies.
  5. Expectations for GenAI largely center around efficiency/productivity gains – combined with improvements in customer service.
  6. Organizations are looking at the entire customer journey, as a foundation from which they can introduce GenAI at key touchpoints.
  7. Mixed views on willingness to pay more for products enhanced with GenAI, until business value is proven.
  8. Many organizations are still trying (struggling) to evaluate how to effectively measure the potential ROI.
  9. With a lot of excitement and “grey” around GenAI – it is imperative that organizations have a communication strategy that effectively addresses employees, customers, and partners – as to their intent when employing GenAI in their business.
  10. Biggest observation of all. Lot of “talk” and intent. Not a lot of action as people wait to see how others are faring. One or two companies are leading the way when it comes to market perceptions and the use of Gen AI.

If you’re interested in learning more about our findings, please feel free to drop me a line at

I’d love to hear how your findings compare and look forward to opening a dialog.

David Sly – President