Generative AI has quickly shifted from research to a transformative technology reshaping industries. By creating text, images, code, and more, it drives innovation, automation, and personalisation, helping organisations accelerate development, improve experiences, and optimize operations.
Generative AI is no longer confined to research labs or experimental demos; it is powering new products, services, and business models across the global economy. From personalised education and drug discovery to automated software development and creative content production, it is enabling organisations to rethink how they innovate, compete, and deliver value.
What makes Generative AI unique is its dual role: it is simultaneously a horizontal technology with relevance across all industries and a vertical driver unlocking specific, high-value applications in areas like finance, healthcare, and media. As adoption accelerates, companies, governments, and investors are racing to understand where the biggest opportunities—and risks—will emerge.
Our market applications report provides a concise, accessible overview of the commercial and strategic potential of this technology, mapping out early use cases.
