GenAI User Forecast 2024

Almost 2 Years After Its Explosive Public Debut, Is GenAI Evolving From Hype to Habit?

Report by Jacob Bourne  | UPDATED: Jul 19, 2024
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Executive Summary
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Table of Contents
Executive Summary
GenAI is in the early stages of revolutionizing how consumers and businesses use digital technologies
GenAI’s rapid growth moderates as users assess the technology’s potential
GenAI adoption is spurring a workplace transformation
GenAI use cases vary, with text generation and personalized recommendations taking the lead
The rapidly changing genAI landscape presents opportunities and challenges
What should advertisers do to capitalize on genAI’s growth opportunities?
EMARKETER Interviews
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About This Report
As genAI adoption grows, businesses and consumers face a transforming digital ecosystem marked by broadening applications, enhanced productivity, shifting business practices, and legal and ethical challenges.
Topics
Artificial Intelligence (AI)
Technology
Consumer Electronics
US
Table of Contents
Executive Summary
GenAI is in the early stages of revolutionizing how consumers and businesses use digital technologies
GenAI’s rapid growth moderates as users assess the technology’s potential
GenAI adoption is spurring a workplace transformation
GenAI use cases vary, with text generation and personalized recommendations taking the lead
The rapidly changing genAI landscape presents opportunities and challenges
What should advertisers do to capitalize on genAI’s growth opportunities?
EMARKETER Interviews
Sources
Media Gallery

As generative AI (genAI) reshapes how businesses and consumers use digital technologies, the shift also has implications for the advertising industry. The number of genAI users is expected to reach 100 million in 2024, even as growth slows from 2023's blistering pace.

Key Question: How can advertisers leverage the potential of genAI while adapting to its influence on consumer behavior and brand awareness?

Key Stat: GenAI users in the US grew from 7.8 million in 2022 to 77.8 million in 2023, representing a nearly 900% growth rate. The growth rate is now moderating but remains strong, positioning the technology’s user base as a significant market force by 2026.

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    Table of Contents

    1. Executive Summary
    2. GenAI is in the early stages of revolutionizing how consumers and businesses use digital technologies
    3. GenAI’s rapid growth moderates as users assess the technology’s potential
    4. GenAI adoption is spurring a workplace transformation
    1. GenAI use cases vary, with text generation and personalized recommendations taking the lead
    2. The rapidly changing genAI landscape presents opportunities and challenges
    3. What should advertisers do to capitalize on genAI’s growth opportunities?
    4. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    US Generative AI (GenAI) Users and Penetration, 2022-2026 (millions and % of internet users)US Generative AI At-Work User Penetration, 2022-2026 (% of internet users)
    Current and Expected Stage of Generative AI (GenAI) Deployment at Companies According to IT Decision-Makers Worldwide, Feb 2024 (% of respondents)GenAI's Top Use Cases Are for Work and for Text Creation and Editing (% of US generative AI (genAI) users, by type, 2022-2026)
    GenAI Tools From Top Tech Players US Generative AI User Share, by Platform, 2022-2026 (% of total)

    Interviewed for This Report

    Shelly Kramer
    theCUBE Research
    Managing Director, Principal Analyst
    Interviewed June 11, 2024

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    First Published on Jul 16, 2024

    authors

    Jacob Bourne

    Contributors

    Iwona Drapala
    Senior Forecasting Analyst
    Chris Keating
    Director, Research
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Yoram Wurmser