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2024 Spending - 100% CEOs Commit to Generative AI

The Impact on Industries, Employees, Vendors, and Policymakers

A recent survey of CEOs shows how corporate investment budgets will shift in the coming year. In it, every CEO indicated plans to invest in generative AI in 2024 - yes, 100% of them - spotlighting GenAI's potential to revolutionize product design, content creation, and data synthesis. This consistency in CEO investment plans demonstrates that it is clearly expected to provide opportunities for growth and transformation leading executives to allocate resources differently in 2024. Below, I explore what this means, real-world examples of generative AI already driving competitive edge, and put it all into context for actions needed by employees, vendors, and policymakers.

Prioritizing R&D and Acquisitions

When asked how different areas of spending might change as a percentage of revenue between 2023 and 2024, CEOs indicated Research and Development (R&D) and Acquisitions were most likely to see higher levels of investment. Over 70% expect to increase R&D budgets to fuel innovation and unlock new capabilities. Similarly, 70% forecast more acquisition activity as companies pursue strategic growth through M&A deals.

100% of CEOs indicated that they will invest in generative AI!

This emphasis on R&D and acquisitions speaks to CEO priorities around gaining competitive advantage and mastering emerging trends including generative AI. They recognize that to maximize revenue and profits, organizations must actively shape the future through internal innovation and external partnerships.

They recognize that to maximize revenue and profits, organizations must actively shape the future through internal innovation and external partnerships.

Focus on Outcomes, Not Just Products

Overall, CEO optimism indicates they view 2024 as an opportunity for accelerated business transformation. But budgets remain constrained, and risks loom large, necessitating selectivity. By analyzing business challenges through the lens of the CEO's "jobs-to-be-done," we can better understand their investment rationales. These include:

  • Driving profitable growth

  • Navigating uncertainty (regulatory, ethics, speed of GenAI development)

  • Optimizing budgets

  • Building data advantage

Solutions that directly help CEOs accomplish these jobs will be well-positioned to attract investment dollars. Internal company leaders and vendor partners who are able to position themselves as knowledgeable advisors can establish the trust necessary for collaboration. Help CEOs by:

  • Demonstrating clear ROI impact - business value MUST anchor every technology effort

  • Reducing commitment risks through flexible models (change is happening so fast that they cannot risk being locked in on a solution that needs to pivot on a moment's notice)

  • Unlocking proprietary data value - THIS is where sustainable competitive business value is created!

Examples of Generative AI Driving Outcomes in Industry

From sleek car designs to captivating game worlds, and from personalized retail experiences to smart study aids, generative AI is reshaping industries far and wide. Let's dive into some specific stories to discover how leading brands are harnessing generative AI to innovate, optimize, and revolutionize their fields.

Automotive: Generative AI is being used to create realistic 3D models of cars and their components, as well as to optimize their design and performance. For example, BMW uses generative AI to create virtual prototypes of new car models and test them in different scenarios. Ford uses generative AI to design lightweight and efficient parts for its vehicles.

Entertainment: Generative AI is being used to create original and engaging content, such as music, videos, games, and art. For example, OpenAI’s Jukebox can generate music in various genres and styles, with lyrics and vocals. NVIDIA’s GauGAN can generate realistic images from simple sketches. Ubisoft uses generative AI to create diverse and immersive worlds for its video games.

Healthcare: Generative AI is being used to create synthetic data, such as medical images, records, and reports, that can be used for training and testing AI models without compromising patient privacy. For example, NVIDIA’s Clara Federated Learning can generate synthetic data from multiple hospitals and enable collaborative learning across them. Synthea can generate realistic and comprehensive synthetic patient data that can be used for research and education.

Retail: Generative AI is being used to create personalized and interactive experiences for customers, such as product recommendations, virtual try-ons, and chatbots. For example, Stitch Fix uses generative AI to create customized clothing items based on the preferences and feedback of its customers. L’Oréal uses generative AI to create virtual makeup simulations that allow customers to try on different products and styles.

Education: Generative AI is being used to create adaptive and engaging learning materials, such as quizzes, summaries, and feedback. For example, Quizlet uses generative AI to create smart study guides that help students learn more effectively. Gradescope uses generative AI to provide instant and consistent feedback to students on their assignments.

As these examples demonstrate, GenAI is already driving tangible advancements across industries. From automotive engineering to digital entertainment, healthcare diagnostics to retail personalization and educational tools, the impact of AI is undeniable. These scenarios underscore the strategic advantage businesses gain by integrating this technology. Moving forward, it's clear that harnessing AI equates to securing a competitive edge.

Implications for Employees, Vendors, and Policymakers

CEOs' investment priorities, especially in generative AI (GenAI), R&D, and acquisitions, send a ripple effect across different stakeholders - employees, vendors, and policymakers. Let's dissect the implications for each group and what actions each should be taking now:


  • Upskilling Opportunities: As companies ramp up investment in GenAI and R&D, employees must embrace opportunities to upskill, learn, and grow professionally. Failing to do this will leave you at significant career risk - while doing so will catapult you to becoming a top performer.

  • Job Security and New Roles: While there's excitement, there are also concerns around job security with the integration of advanced AI technologies. However, GenAI also holds the potential to create new roles and responsibilities and I encourage you to view this as a once-in-a-lifetime opportunity!

  • Innovative Work Environment: The prioritization of innovation is already making our work more engaging and stimulating. Don't wait for permission from someone to upskill yourself and build a more fun workday. Each day, embrace a curious mindset and find new ways to do your work in partnership with AI. You'll feel invigorated as you spend less time on minutiae and more time doing the work that you love!

Go Do This!

  • Skill Development: Enroll in courses or workshops focused on generative AI and its applications in your industry.

  • Engage with AI Teams: Regularly meet with your company's AI teams to understand ongoing projects and potential collaboration.

  • AI Partnerships: Form cross-departmental teams to brainstorm how AI can improve current processes or solve existing challenges.

  • Stay Updated: Subscribe to AI-related news or journals to keep abreast of the latest developments and trends.

  • Feedback Loop: Create a system to share feedback on AI tools you interact with, helping in their refinement, and sharing your lessons learned with colleagues.


  • Strategic Partnerships: Vendors with expertise in GenAI, data management, and related technologies need to purposefully design new or updated avenues for strategic partnerships. This is an inflection moment that is creating market winners and losers. Those who build a 2024 strategic plan wrapped around these areas will be winners.

  • Consultative Role: Vendors can assume a consultative role, helping CEOs navigate the complexities of GenAI, demonstrating clear ROI, and offering flexible models to reduce commitment risks. If you don't have AI expertise, seek it out. You must build your strategy and execution plan NOW.

  • Competitive Positioning: Vendors who can assist in unlocking proprietary data value or aid in navigating regulatory and ethical waters will find themselves competitively positioned. NOTE: Regardless of your products or services, your customers expect you to have a point-of-view on AI. If you don't have one, build one NOW.

Go Do This!

  • Align Offerings: Review product/service portfolios to ensure they cater to the emerging needs surrounding generative AI.

  • Collaborative Engagements: Offer workshops or brainstorming sessions with clients to co-create AI-driven solutions.

  • ROI Demonstrations: Develop case studies showcasing the business value of your offerings, emphasizing clear ROI.

  • Flexible Models: Design adaptable solutions, allowing businesses to pivot when needed without heavy commitments.

  • Stay Proactive: Anticipate market needs by investing in R&D, ensuring your offerings remain cutting-edge.


  • Regulatory Frameworks: The spotlight on GenAI necessitates robust regulatory frameworks to ensure ethical usage, data privacy, and security. Too much regulation will stifle innovation so it's important not to overreact.

  • Supportive Policies: Policymakers have a role in creating a conducive environment for innovation through supportive policies, grants, and tax incentives. Removing ambiguity here will allow investment to flourish.

  • Education and Awareness: Focus on education and awareness campaigns to help the public to understand the positive implications of GenAI. Media coverage is leaving the public fearful about the future and broad education is the key to readying our workforce so that we can maintain international competitiveness.

Go Do This!

  • Collaborative Frameworks: Engage with tech leaders and AI experts to draft balanced regulations ensuring ethical AI use without stifling innovation.

  • Education Initiatives: Launch campaigns or programs educating the public about the benefits and safe practices of generative AI.

  • Incentives for Innovation: Offer grants, tax breaks, or other incentives to companies leading in ethical AI development and application.

  • Regular Reviews: Set periodic review mechanisms to ensure regulations stay relevant with the fast-evolving AI landscape.

  • Open Dialogue: Maintain channels for businesses and the public to voice concerns or suggestions regarding AI policies.

The emphasis on outcomes over products urges a shift in narrative. Whether it's vendors proposing solutions or policymakers drafting regulations or employees showing new ways of working in partnership with AI, the focus should be on the long-term impact and the value generated rather than the immediate offerings.


The unanimous backing of generative AI by CEOs underscores its pivotal role in future corporate strategies. But acknowledging its promise is only the first step. Employees should be proactive in enhancing their AI-related skills to stay ahead. Vendors need to adapt their approaches to cater to an increasingly AI-driven market. Meanwhile, policymakers must strike a balance between fostering innovation and ensuring ethical adherence.

As technology and progress intertwine, each of us holds a crucial role in this dance. The story ahead is not just about AI's capabilities. Rather, it's about what we create in partnership with it. The CEO spending plans for next year highlight the criticality of taking decisive action now. As the future unfolds, shaped by our actions today, let's ensure that we are acting in alignment with a thoughtful and purposeful vision.

My team is prepared to help you on this journey!

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