ThePathtoImpact:

KeyActivitiesforMarketSuccessWithGenAI

IDCeBook

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

GenAI:TheRoadmaptoMarketSuccess

ThetechnologyindustrystandsataseminalmomentwiththeintroductionofgenerativeAI(GenAI).Neverbeforehavewewitnessedatechnology

garnersuchrobustexecutivebacking,promisingextensivebusiness

benefits,andexperiencingsuchswiftglobaladoption.Inamerenine

months,GenAIhascaptivatedtheattention,sparkedtheimagination,andraisedtheconcernsoftechnologyandbusinessleadersworldwide.

AseveryindustryundergoesaprofoundshifttowardsintegratingGenAI

intoeveryfacetofbusiness,itbecomesimperativeforseniorexecutivestograspthecurrentstateofGenAItechnology.Theymustcomprehendhowitisreshapingexistingmarketsandbirthingnewones,consideritspotentialimpactonbusinessoperations(alongsideitsnotinsignificantrisks),and

acknowledgethemyriadyet-to-be-discoveredproductsandservicesinanAI-infusedworld.

InthiseBook,wedelveintothefourkeytechbuyerdriversthatvendorsmustadeptlyaddresstonavigatethisevolvinglandscapesuccessfullyandprovideyouwithkeyactionstoensuremarketsuccess.

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

70%

ofenterpriseintelligenceservicesbuyersareactivelyconsideringorworkingonusecasesforgenerativeAI.

EnterpriseIntelligenceServicesSurvey,IDC,April,2023

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

TheFourPillarsofChange

IDCisprojectingthatGenAIwilladdnearly$10trilliontoglobalGDPoverthenext10years.

Inarecentsurvey

,29%ofenterprisesstatedthattheyareplanningforsignificantinvestmentsinGenAItechnologiesin2023,and49%ofenterprisesareexploringpotentialusecases.

TheimplementationofGenAIisdominatingconversationsatboardroomsandtechnologycompaniesalike.Thequestionis,howwillinvestmentsbeallocated,andhowwilltechnologymarketsadapt?

IDChasidentifiedfourpillarsofchangethatwilldrivetechbuyers’

behavior,anditisimperativeforvendorstoeffectivelyarticulatetheirvaluepropositionswithinthisframework:cost,legalandcontrolimplications,

skills,anddevelopmentprocesses.

Let’sdiveintothesepillarstobetterunderstandwhatisrequiredfromtechvendors.

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

TheFourPillarsofChange:Cost

Intoday’sevolvinglandscape,theshort-termavailabilityofmanyGenAI

productsandservicesatnoorminimalcostservesasastrategicapproachtopiqueinterestandencouragewidespreadadoption.However,itis

importanttoacknowledgethatthedevelopmentandmaintenanceofthesesophisticatedtechnologiescomewithsubstantialcomplexityandexpenses.

Consequently,asGenAImaturesandbecomesanintegralpartofbusinessoperations,vendorswillinevitablytransitiontowardsamodelwheretheychargefortheuseofnewapplications,platforms,andadvancedfeatures.

Thereisadiscussionwithintheindustryaboutincorporatingusage-basedpricingmodelsalongsideoreveninplaceoftraditionalper-user

subscriptionpricing.Forbuyers,thisnecessitatesaproactivestancein

understandingandadaptingtotheseevolvingpricingstructures,factoringthemintotheirbudgets,andjustifyinginvestmentsbasedonthe

anticipatedbenefits.Vendors,ontheirpart,shouldstrivetosimplifytheirpricingmodels,offeringtransparencyandclearjustificationstoclients,

whilealsotakingmeasurestomitigatepotentialconsumption-relatedriskswheneverfeasible.

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

TheFourPillarsofChange:LegalandControlImplications

Inthecontextofestablishinga

responsibleAIpolicy

,itbecomesimperativetoimplementsafeguardstopreventusersfrominadvertentlyexposing

proprietarydatawithinpublicAImodels.Oncedataenterstherealmofapublicmodel,thedataownerlosescontroloverhowalgorithmsmightbringthatdatatotheforefrontofpublicattention.Inresponsetothis,regulatedentitiesmayopttooperatemodelsontheirownpremisestomaintaincontrolovertheir

dataanddeveloptailoredapplicationsutilizingthesemodels.

DataprivacyregulationssuchasGDPRrequirethattheprocessingofpersonaldatahavetheconsentofthedatasubject.AIengineersresponsiblefortrainingAImodelsmustensuretheyhavetheproperconsenttousepersonaldatainthemodel.

Additionally,therearelegalconsiderationsconcerningaccountabilityfortheoutcomesgeneratedbyAI.Organizationsthatdisseminatemisleading

informationviaAI-generatedcontentmayincurlegalliabilities.Whilehumanerrorisoftentherootcausetoday,thefuturecouldseeAImodelsthemselvesimplicated.Therefore,technologyvendorsshouldshoulderaportionofthe

responsibilityandofferadegreeofindemnificationtoaddresspotentiallegalramifications.

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

TheFourPillarsofChange:Skills

ToeffectivelyharnessGenAI,individualsandorganizationsmustcultivatevariousskillsets:

·Programming:ProficiencyinprogramminglanguageslikePythonandastronggraspofdatastructuresandbasicalgorithmsareessential.

·MachineLearning:Understandingtheprinciplesofmachinelearninganditsapplicationintrainingmodelsisfundamental.

·NaturalLanguageProcessing(NLP):NLPskillsarecrucialfortraining

andfine-tuningLargeLanguageModels(LLMs)usedinGenAI.

·DataScience:Knowledgeofdatacleaning,featureextraction,data

processing,preprocessing,andmodelevaluationisinvaluable.

·CloudSkills:GenAImodelsoftenoperateincloudenvironments,

necessitatingfamiliaritywithcloudplatformssuchasAWS,MicrosoftAzure,GoogleCloud,andIBMCloud.

Additionally,domain-specificexpertiseisrequired,andthereisagrowing

fieldofpromptengineering,whichinvolvesoptimizinginputtoGenAI

servicesforgeneratingrelevantcontent.Vendorswhocanalleviatesomeofthisskillburdenthroughtheirownexpertisearelikelytothriveinthis

evolvinglandscape.

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

29%

oftechbuyerswithgenerativeAIplans

rankcodegenerationastheir#1usecase.

EnterpriseIntelligenceServicesSurvey,IDC,April,2023

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

TheFourPillarsofChange:DevelopmentProcesses

GenerativeAIhasthepotentialtotransformtheentiresoftware

developmentlifecycle.Developersareswiftlyembracingcodingassistantstoenhancetheirefficiency,enablingthemtogeneratecodesnippets,draftcodedocumentation,andelucidateintricatecodesegments.However,

IDC'sDeveloperViewSurveyfindsthatdevelopersspendjust18%oftheirtimecreatingsoftware.

Whiledeveloperscurrentlyspendarelativelysmallportionoftheirtimeactuallywritingcode,GenAIcanenhanceautomationinotheraspectsofdevelopment,includingrequirementsgathering,UIdesign,code

deployment,andCI/CDprocesses.

EnterpriseswillinitiallyrequiretechnicalexpertisetointegrateGenAIintotheirworkflows,asthisofteninvolvesfine-tuningandintegratingexternallydevelopedandtrainedfoundationmodels.However,overtime,developersanticipatethatGenAIwillfundamentallyaltertheirroles,potentiallyleadingtotheemergenceofanewkindofdeveloperrequiringlesstraining.

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

FourKeyActivitiesforMarketSuccess

There’snodoubtthatGenAIwillreshapeexistingtechnologymarketsandcreatenewonesoverthenextdecade.

Ouranalystsrecommend

fourkeyactivitiestotakeadvantageoftheopportunitythatGenAIoffers:

·EnsuringTrust

·PositioningandRoadMaps

·Pricing

·SupportServices

VendorsmustquicklyunderstandthealignmentbetweendiversetiersofGenAIusecases,varyingarchitecturaldemands,andspecificrequirements.This

comprehensionisinstrumentalindefiningtherolestheymustassumeto

ensureprofitabilityandresilienceagainstdisruptions.Additionally,theymustdiscernhowthisunderstandinginfluencesthecultivationofastrategicpartnerecosystem.

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

52%

buyerswhowereearlytostartworkingongenerativeAIusecasesagreeorstronglyagreethatthetechnologywillexpose

theirorganizationstogreaterrisk.

EnterpriseIntelligenceServicesSurvey,IDC,April,2023

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

EnsuringTrust

TransparencyintheusageandstorageofdatawithinAImodelsisacriticalaspectofestablishingtrustbetweentechnologysuppliersandorganizationsthatutilizethesemodels.Keyconsiderationsinclude:

·DataprotectionisessentialfororganizationstotrusthowtheirdataisusedandstoredinAImodels.

·SuppliersmustregularlymonitorAImodelsforperformancedriftandbepreparedtotuneandupdatethemasneeded.

·AImodelsshouldadapttonewinformationandevolving

circumstances,remainingresponsivetocustomerfeedback.

·Robustdatagovernanceandsecuritypracticesmustbeinplacetoprotectdataandensurecompliancewithregulations.

·Ethicalconsiderations,suchasbiasmitigationandaccountability,should

betransparentlyaddressedinAImodeldevelopmentandusage.

TechnologysuppliersmustrecognizethatAImodelsarenotstaticentities.Theyrequireongoingattention,maintenance,andtransparencytoensuretheyremaineffective,compliant,andtrustworthytoolsfororganizations.By

establishingclearcommunicationchannelsanddemonstratingacommitmenttodataprotectionandresponsibleAIpractices,supplierscanbuildstrongerpartnershipswiththeircustomersandfostertrustinAI-drivensolutions.

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

PositioningandRoadMaps

SoftwarevendorswillquicklyhavetolearnhowtoleverageGenAItoenhancetheirofferingsforinternalprocessesandexternalactivities.

However,theymustdosowhilecarefullymanagingthecostsof

integratingGenAIintotheirsystemsandeducatingusersaboutthenewfunctionality.

Tostart,vendorsmustmakecriticaldecisionsaboutGenAIintegration.Theymustchoosewhethertopartnerwithexistingmodels,developtheirown,utilizepublicorprivatedata,orcombinebothapproachesfortrainingthesystemeffectively.

Moreover,theproductshouldensuretransparencybyattributingitsAI-generatedoutput,citingdatasources,andadheringtodataandprivacyregulations.Thisnecessitatesupdatestodocumentationandprivacy

policiesassociatedwiththesoftwareapplication.

Vendorsalsoneedtoconsidertheskillsrequiredtooperatethenew

systemandprovideinsightsintoitsperformanceandriskmitigation.Thismightinvolvegrantinguserpermissions,controllingstoragegrowth,

managingtransactionrequests,andcoordinatingupdatestopartnermodelstoensuresmoothandefficientoperation.

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

Pricing

AsGenAI-drivenapplicationsgainmomentuminthebusinessworld,

numerousopportunitieswillemergeforenterpriseapplicationand

platformvendors.However,vendorswillneedtoapproachthepricingof

theirproductswithprecision,takingintoaccounttheuniquevalueofeachusecasewhilealsooffsettingthecostsassociatedwithimplementingGenAItechnology.

It'simportanttorecognizethatnotallusecaseswillbeabletogeneratedirectrevenue;somemayswiftlybecomeessentialcompetitiveofferingsinthemarket.Therefore,vendorsshouldexercisecautionwhen

consideringtheintroductionofusage-basedpricing,assuchchangesnotonlyaffectcustomersbutalsoinfluencetheincentivesofbothdirectandindirectsaleschannels.Inthisevolvinglandscape,athoughtfuland

adaptablepricingstrategyiscrucialforvendorstonavigatethedynamicGenAImarketeffectively.

IDCeBookThePathtoImpact:KeyActivitiesforMarketSuccessWithGenAI

SupportServices

ThepathtoGenAIimpactvariesforeachadoptingorganizationduetodifferingobjectives,knowledge,data,andusecases.However,serviceprovidersaidingthisjourneyshouldinvestinreusableassetsandcapabilitiestobenefit

boththemselvesandtheirclients.

ServicefirmsfocusingontheinitialGenAIassessmentandplanningphase

shouldinvestintoolsforassessinganorganization'smaturity,readiness,talent,anddatarequirements.Additionally,theyshoulddevelopchang