KPMG GenAI Study:
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2024 KPMG Generative AI Consumer Trust Survey
The Path to Sustainable Returns
See below to learn more.
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How much in USD do executives plan to invest in Gen AI over the next 12 months?
$50 - 100M
$100 - 249M
$250 - 499M
23%
22%
15%
What are the greatest value opportunities as it relates to GenAI investment?
enhancing products and services by analyzing customer data
improving supply chain efficiency and reducing cost
improving product quality, efficiency and innovation
enhancing efficiency to generate greater productivity
50%
42%
37%
48%
When it comes to GenAI enabling growth in the next 12 months, leaders expect the following to support their growth strategies the most:
54%
46%
39%
new business models
new product or revenue streams
productivity
The GenAI landscape is rapidly evolving, but most organizations have yet to realize sustainable growth beyond productivity gains. KPMG LLP’s inaugural AI & Digital Innovation quarterly pulse survey reveals C-suite and business leaders across the United States are eager to accelerate their GenAI strategies but recognize they must first make meaningful investments in data security, governance frameworks and workforce preparedness to enable long-term business value.
"We’re entering the next phase of GenAI, moving from pilots to transformational programs. Early experimentation has proven the potential of GenAI, sparking a readiness for greater investments that will deliver enterprise-wide productivity gains, reshape business models and create new revenue streams. Our experience at KPMG and with our clients has underscored that the readiness of your workforce will ultimately dictate success with GenAI, and this will be truer than ever as we enter this next phase.”
When it comes to expectations regarding GenAI investments, leaders have different goals - but AI investment remains a priority for 97% of those surveyed:
2023 US Customer Experience Excellence Report
– Steve Chase, Vice Chair of AI and Digital Innovation, KPMG US
With GenAI, the top ways executives are currently measuring ROI include:
The majority (51%) of executives are measuring return on investment (ROI) of AI through productivity gains.
Nearly half of respondents are measuring ROI through employee satisfaction (48%) and amount of revenue generated (47%).