Why GenAI and
why now?

We are seeing extremely fast rates of adoption for GenAI:

In just a few short years, businesses around the world have embraced this transformative technology, with 67% of companies already deploying AI solutions (Microsoft). In the UK alone, Generative AI could contribute a 10.3% boost to GDP by 2030 (PwC). However, as organisations rush to adopt AI, the landscape is becoming increasingly complex. Business leaders face pressing questions on how to balance the enormous potential of GenAI with the evolving risks and challenges it brings.

While many see the adoption of Generative AI as essential to staying competitive, the risks are not to be underestimated. A McKinsey survey found that effectively using AI is a top priority for leaders in 2024.

Yet, for all its promise, Generative AI also raises difficult questions:

Are we fully aware of GenAI's business risks? How can companies safeguard themselves from data privacy breaches, security threats, and ethical dilemmas?
What legal challenges does GenAI pose? Companies face risks like copyright infringement and sharing sensitive information.
How can we ensure AI compliance? Regulatory frameworks are evolving, and implementation delays are common.
Are we moving too quickly or slowly? Rapid adoption without understanding risks could be harmful.
How can organisations protect their data and intellectual property in an AI-powered world? Securing corporate data and maintaining ownership of AI-generated content is crucial.

Where do the results come from?

We surveyed 3,700 European workers on perceptions and experiences of GenAI in the workplace. Our respondents spanned a range of job functions, roles and industry sectors.

This report evaluates the current landscape of GenAI (Generative Artificial Intelligence) adoption and readiness across organisations, focusing on decision-making, business engagement, challenges related to legislation and regulation, and the untapped potential of GenAI in business automation. Key findings highlight that: While IT departments predominantly drive GenAI initiatives, broader business engagement and comprehensive strategies for realising GenAI’s full potential are lacking. Furthermore, regulatory concerns, particularly in the UK, have slowed GenAI adoption.