Generative AI Investment Soars, Yet Value Measurement Remains a Mystery

generative ai investment soars yet value measurement remains a mystery.jpg Business

In the ever-evolving landscape of artificial intelligence, generative AI has emerged as the latest buzzword, leaving tech companies and industry leaders scrambling to tap into its potential. The technology, revered for its productivity savings, poses a challenging proposition for companies as they grapple with its implementation into their existing processes. However, according to a recent report from consulting firm PwC, the journey to full integration is not without its hurdles.

The report, which surveyed over 700 US executives across the C-suite, reveals that the biggest challenges for businesses are realizing measurable value from the new technology (88%), the cost of adoption (85%), and training talent (84%). Despite these challenges, business leaders remain optimistic, with 46% of those surveyed expressing their intent to invest in generative AI specifically in the next 12 to 18 months. The race toward efficiency and growth with AI is clearly on, but the path to victory is still being carved out.

Challenges and Opportunities in Implementing Generative AI

Artificial Intelligence (AI) is permeating our lives in ways we never thought possible. However, the actual adoption and implementation of these technologies pose significant challenges for businesses. According to a recent report by global consulting firm PwC, many US businesses are grappling with achieving measurable value, cost of adoption, and talent training when it comes to generative AI.

The Hurdles in AI Adoption

PwC’s survey, conducted between August 1 and 8, included over 700 executives across the C-suite. It revealed that 88% of the respondents are struggling to achieve measurable value from new tech, while the cost of adoption and training talent are issues for 85% and 84%, respectively. These challenges underscore the complexities in deploying AI technologies within existing business structures and processes.

Optimism Despite Challenges

Despite these hurdles, there remains a strong undercurrent of optimism about generative AI among business leaders. The survey found that 46% of the respondents are planning to invest specifically in generative AI within the next 12 to 18 months. This optimism reflects the potential benefits that AI can bring, such as increased efficiency, improved customer service, and enhanced growth opportunities.

Lead Sectors in AI Adoption

The sectors leading the charge in AI adoption are financial services, life sciences, and consumer markets. Specific business functions like customer operations, sales and marketing, software writing, and research and development are spearheading the early race towards efficiency and growth with AI, as per Neil Dhar, co-head of US consulting at PwC.

The Reality of AI Implementation

The reality, however, is that investing in generative AI is costly and the technology is still in its infancy. Companies are still exploring the potential advantages they can gain from the technology and assessing its impact on their processes. There is no ready playbook for training workers on its use. Therefore, it may take some time before companies can truly unlock generative AI’s potential.


The results of the PwC survey reveal a business landscape that is both excited about the potential of AI and cautious about its implementation. While there are clear challenges in terms of cost, talent training, and achieving measurable value, businesses are not shying away from this new technology. The key will be in how businesses navigate these challenges, and in doing so, potentially reap significant rewards in terms of efficiency and growth.

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