Generative AI is becoming less novel and more normal

We asked 820 professionals across different industries for their perspectives on the benefits and the challenges it brings to their workday. This report is a culmination of those findings with commentary by University of Toronto Professor of Marketing and Psychology Sam Maglio and actionable recommendations for effectively implementing the new technology at your company.

Key survey subjects and findings:

• AI offers several benefits for users like speed, efficiency, and enhanced capabilities. Respondents were aware of this with the majority showing enthusiasm for the tool.

• AI can put authenticity into question and a heavy human hand is often needed to produce positive outputs. In turn, a majority of respondents want to be able to turn AI tools on and off. 

• Digital teams are finding creative ways to leverage AI. Two-thirds have a vision or plan to create custom tools.