Areas Of Positive ROI From Generative AI Are Now On Par With Predictive AI

Companies already using generative AI (genAI) are finding investments in this innovative tech paying off. In Forrester’s State Of AI Survey, 2024, global AI decision-makers revealed a positive ROI in the areas of top-line benefits (reported by 51% of respondents), bottom-line benefits (49%), and risk avoidance (41%) from their investment in and use of genAI in the last 12 months. Particularly notable is the comparable ROI achieved in these areas from using more traditional predictive AI during the same period: top line (50%), bottom line (52%), and risk avoidance (49%). This is a snapshot of Forrester’s data on genAI’s competitive benefits and why companies that are slow to invest should consider it.