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The State of Generative AI in the Enterprise

Now decides next

Explore findings from the Deloitte AI Institute's report tracking generative AI trends, business impacts, and challenges throughout 2024.

Generative AI: Optimism now.
What's next?

The defining time for generative AI is now. How we train, apply, govern and work with generative AI will determine its impact. The State of Generative AI in the Enterprise: Now Decides Next is a survey series tracking trends in use cases, sentiment, adoption, and challenges throughout 2024. Explore findings now, and stay tuned for what’s next.

Insights from the leading edge of generative AI adoption

In our Q1 report, we find that expectations of generative AI remain high, but many leaders are feeling pressure to quickly realize value while managing risks. Greatest areas of concern include governance, talent, and potential for economic inequality. Download our current findings, and check back for quarterly reports throughout 2024. Download report
  • Now decides next

    Gain insight and follow trends from the leading edge of generative AI adoption.

  • Q1 generative AI report

    Explore Now decides next: Insights from the leading edge of generative AI adoption.

  • Download generative AI trends and impacts based on our Q1 survey of more than 2,800 leaders globally.

    Download full report

    How is generative AI generating value now?

    Generative AI creates value by generating novel output of many kinds. Explore the modalities survey respondents are using now.


    Examples include summarizing documents, writing customer-facing materials, and explaining complex topics in natural language.


    No surprise, text generation is widely used. See how.


    Examples include generating code from natural language descriptions and autonomously maintaining code across different platforms.


    Code generation is being adopted rapidly. See where.


    Examples include generative AI-powered call centers and troubleshooting support for technicians in the field.


    Audio is making noise behind the scenes. See how.


    Examples include simulating how a product might look in a customer’s home and reconstructing an accident scene to assess insurance claims and liability.


    Image tools are generating creativity and productivity.


    Examples include autonomously generating marketing videos to showcase a new product and simulating dangerous scenarios for safety training.


    Video is taking off where volume is critical.

    3D Models

    Examples include creating virtual renderings in an omniverse environment and AI-assisted prototyping and design in a purely virtual space.


    3D is clearly a next dimension in use. See early applications.

    AI insights from across Deloitte

    Relevant, incisive, timely—explore our latest thinking

    About this report

    Now decides next: The state of generative AI in the enterprise is a quarterly report series by the Deloitte AI Institute exploring how actions taken now will guide Gen AI adoption and impact.


    To help leaders in business, technology and the public sector track the rapid pace of generative AI change and adoption within the enterprise, Deloitte is conducting a series of quarterly pulse surveys. The first wave of our survey was fielded to more than 2,800 Director to C-suite level respondents across six industries and 16 countries between October 12 and December 5, 2023.

    About the Deloitte AI Institute

    The Deloitte AI Institute helps organizations connect all the different dimensions of the robust, highly dynamic and rapidly evolving AI ecosystem. The AI Institute collaborates with an ecosystem composed of academic research groups, start-ups, entrepreneurs, innovators, mature AI product leaders, and AI visionaries, to explore key areas of artificial intelligence including risks, policies, ethics, future of work and talent, and applied AI use cases. Combined with Deloitte’s deep knowledge and experience the Institute delivers insights and information to help organizations better inform their AI decisions.

    Learn more

    Looking for generative AI insight tailored to your business? Let's talk.

    Meet the leaders

    A headshot of Deborshi Dutt

    Deborshi Dutt

    US AI Strategic Growth Offering Leader
    Deloitte Consulting LLP


    A headshot of Beena Ammanath

    Beena Ammanath

    Global Deloitte AI Institute
    Executive Director
    Deloitte LLP


    A headshot of Costi Perricos

    Costi Perricos

    Global Office of Generative AI Leader
    Deloitte UK


    A headshot of Brenna Sniderman

    Brenna Sniderman (CIR)

    Deloitte Center for Integrated Research
    Executive Director
    Deloitte Services LP


    A headshot of Jeff Loucks

    Jeff Loucks

    Deloitte Center for TMT
    Executive Director
    Deloitte Services LP


    Source: Deloitte’s State of Generative AI in the Enterprise Quarter one survey


    Press Release

    New Deloitte survey finds expectations for Gen AI remain high, but many are feeling pressure to quickly realize value while managing risks.

    Deloitte AI Institute

    Connecting enterprises through perspectives and analysis to the entire AI ecosystem.