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Unlocking Gen AI’s Potential – With AI at Wharton
GBK Collective Partner Jeremy Korst shares key takeaways from Wharton’s AI Horizons webinar series and GBK’s latest report, “Growing Up: Navigating Gen AI’s Early Years” developed in collaboration with AI at Wharton, a research center at the Wharton School of the University of Pennsylvania. Together with co-authors Wharton Professor Stefano Puntoni, Faculty Co-Director of AI at Wharton, and Mary Purk, formerly with of AI at Wharton, this blog post discusses the rapid acceleration of Gen AI adoption, emerging use cases, and its transformative impact on marketers. The conversation included actionable insights for marketers on scaling Gen AI, safeguarding data, driving measurable ROI, among other topics.
Growing Up: Navigating Gen AI’s Early Years
Today GBK is excited to announce the release of our latest report, Growing Up: Navigating Gen AI’s Early Years, developed in collaboration with AI at Wharton, a research center at the Wharton School of the University of Pennsylvania. Based on a survey with 800 senior leaders from top U.S. enterprises (each with sales over $50M), the report reveals just how rapidly Generative AI (Gen AI) adoption and use cases are accelerating.
The comprehensive study charts the evolution of Gen AI—from its infancy and initial experimentation to now intense focus by enterprises on delivering tangible ROI with more practical use cases and applications. As a second wave to our initial report last year, it offers a deeper perspective than most studies: sharing valuable year-over-year insights on adoption and level of investment by company size, industry and functional area, emerging applications, as well as overall sentiment by business leaders on Gen AI.
Generative AI’s Impact on Customer Experience and Decision-making with Wharton's Stefano Puntoni
Wharton Professor, Director of AI at Wharton, joined the Modern Customer podcast with Forbes columnist Blake Morgan today to discuss GBK’s recent study, The Rise of Generative AI in the Enterprise.
Among the topics explored in the episode: how will generative AI impact customer experience and marketing, what adoption and usage trends are we seeing, and why firms need to take a more strategic approach when applying gen AI and data to decision making.
Forget The Hype. Here’s What Enterprises Are Actually Doing with Generative AI
GBK President Jeremy Korst shares key takeaways from his conversation with Stefano Puntoni, Professor of Marketing at The Wharton School and Faculty Co-Director of AI at Wharton, and Forbes columnist Adrian Swinscoe on the Punk CX podcast.
Jeremy and Stefano share the results of GBK’s study on “The Rise of Generative AI Across Enterprises”. Among the questions we explored in the episode: what are the biggest use cases and emerging applications for generative AI? How will it affect the future of work? What are the biggest concerns or barriers to adoption? And finally, what guardrails should leaders put in place as they apply generative AI with their teams?
The Impact of Generative AI on Media and Entertainment: Insights from Dr. Anthony Palomba
We're in the early stages of arguably one of the most transformative technology trends ever with the emergence of generative AI. Not only is it making a significant impact on consumer insights, marketing, and analytics – our core focus at GBK Collective – it's also reshaping roles across industries.
In this blog post, I discuss how generative AI is transforming the media and entertainment industry with insights from GBK Advisor Dr. Anthony Palomba, Assistant Professor at the University of Virginia Darden School of Business, who has been working first-hand with Hollywood writers, directors and producers to effectively apply AI models to complement their creative process.
The Rise of Generative AI Across Enterprises: Insights from GBK’s New Report with Dr. Stefano Puntoni, Director of AI at Wharton
A new study by GBK Collective and AI expert Dr. Stefano Puntoni, Professor of Marketing at The Wharton School and Faculty Co-Director of AI at Wharton, shows that generative AI adoption has reached a tipping point within enterprises. Not only do the majority of enterprise leaders now use generative AI – they are also planning a substantial increase in generative AI investments in the next 12 months.
Conducted with 672 senior leaders from U.S. enterprises, each with annual sales surpassing $50 million, the survey also offers some eye-opening insights on the adoption of generative AI by functional area, emerging applications and use cases by industry, as well as adoption drivers and barriers.