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EMARKETER

Generative AI Trends to Watch in 2025

Governance Is a Priority as Investments Surge, AI Agents Go Mainstream, and GenAI Search Proliferates

Report by Carina Perkins, Jacob Bourne  |  Jan 7, 2025

Top Trends to Watch in 2025

Need-to-Know Trends Across 12 Industries and 6 Regions

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Table of Contents
AI governance will take center stage as scrutiny intensifies
Investments will surge as focus shifts from productivity to business growth
GenAI will unlock the potential for predictive AI to supercharge business growth
AI agents will boost productivity while increasing risks
Generative search will become the new normal, shaking up ad spend
Sources
Media Gallery
About This Report
Organizations will prioritize governance in 2025 as they ramp up genAI investments in pursuit of business transformation.
Topics
Artificial Intelligence (AI)
US
Table of Contents
AI governance will take center stage as scrutiny intensifies
Investments will surge as focus shifts from productivity to business growth
GenAI will unlock the potential for predictive AI to supercharge business growth
AI agents will boost productivity while increasing risks
Generative search will become the new normal, shaking up ad spend
Sources
Media Gallery

Scrutiny around generative AI (genAI) is intensifying, and governance will take center stage in 2025 as organizations implement frameworks to minimize risks. At the same time, investments in genAI will continue apace as business focus shifts from experimentation to transformation.

Here’s what’s in the full report

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Table of Contents

  1. AI governance will take center stage as scrutiny intensifies
  2. Investments will surge as focus shifts from productivity to business growth
  3. GenAI will unlock the potential for predictive AI to supercharge business growth
  1. AI agents will boost productivity while increasing risks
  2. Generative search will become the new normal, shaking up ad spend
  3. Sources
  1. Media Gallery

Charts in This Report

Actions Being Taken to Manage the Risks of Generative AI (GenAI) According to Business Leaders Worldwide, June 2024 (% of respondents)Over 60% of Organizations Will Make a Significant Investment in Generative AI the Next 2 Years (% of executives worldwide, Oct 2024)
Over Half of Marketers Believe GenAI Will Improve the Accuracy of Their Predictive Analytics (% of marketing executives worldwide who agree with each statement, July 2024)Executives Believe AI Agents Could Bring Significant Benefits for Both Business and Customers (% of executives worldwide who agree with these statements, June 2024)
Consumers Show an Interest in Using AI-Powered Search Engines for Online Shopping

authors

Carina Perkins, Jacob Bourne

Contributors

Suzy Davidkhanian
VP, Content
Vladimir de Leon
Chart Editor
Chris Keating
Director, Research
Wendy Malloy
Director, Reports Editor
Naomi Rebuelta
Copy Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst
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