Tech Trends H1 2023

5 Ways Generative AI Is Going Mainstream

OpenAI brought generative AI (genAI) into the mainstream when it released ChatGPT in November 2022—sparking the biggest technology revolution in a generation. This report looks at five ways genAI is transforming the marketing landscape.

Key Question: How has genAI begun to alter the marketing landscape?

KEY STAT: GenAI has had explosive user growth since the launch of ChatGPT, but the adoption rate will slow in 2024. Even so, more than 100 million people in the US will be genAI users just two years after the release of ChatGPT—far greater than the number of smartphone users two years after the iPhone launched.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. GenAI moves from novelty to game changer.
  3. The huge surge of new genAI users will slow.
  1. GenAI gets to work.
  2. GenAI will continue to expand in marketing.
  3. Search begins its first major transformation in decades.
  1. Large language models start to combine skills to fulfill tasks.
  2. Sources
  3. Media Gallery

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First Published on Jul 20, 2023


Yoram Wurmser


Eleni Digalaki
Principal Analyst
Chris Keating
Director, Research
Peter Newman
Director, Forecasting

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