IDC+歐洲、中東和非洲（EMEA）中的生成式人工智能：機遇、風(fēng)險和未來-英

GenerativeAIinEMEA:Opportunities,Risks,andFuturesNeilWard-Dutton,JackVernon,ElenaSemenovskaia,MelihMurat,EwaZborowska,AdrianaAllocato

WithcontributionsfromacrosstheIDCEMEAanalystteamIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesAboutThiseBookAtrecentIDCEMEAeventsandincountlesscustomerinquiries,injustthepastthreemonthsgenerativeAIhasbecomeoneofthemostcommontopicsofconversation.InthefirstthreemonthsafteritsintroductioninNovember2022,ChatGPTreached100millionusers,whileservicessuchasDALL-E,Midjourney,andStableDiffusionhavebecomehugelypopular.Theseserviceshavelitahugefireunderanareaofresearchanddevelopmentthathadalreadybeenveryactive(althoughwithoutmuchpublicattention)foratleastfiveyears.Now,everybodywantstotalkaboutgenerativeAI.What'spossible?What'scomingnext?Whatshouldweworryabout?Where(ifanywhere)isthemoneygoingtobemade?ThisebookprovidesanoverviewofgenerativeAIinEMEA,includingrelatedopportunities,risksandchallenges,anda"firstlook"atwhatitmightmeanfordifferentICTmarketsegmentsandcommunities.LargepartsofthisebookarebasedonaninternalsurveyofIDC'sEMEAanalystteam.Thisisaveryfast-changingarea,andweknowthatsomeofthedetailreferencedinthisebookwillbecomeoutofdateinthecomingmonths.Nevertheless,wehopeitwillprovideatleastanintroductoryperspective.IDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesFiveKeyFactsAboutGenerativeAIThe

great

remixerGenerative

AI

enables

computers

to

create

synthetic

data

or

content

basedon

previously

createdcontent.A

wave

of

excitementThe

current

wave

of

industry

attention

is

focused

on

consumer-friendlyimage

generationand

chatbot

services

(DALL-E,

Stable

Diffusion,

Midjourney,ChatGPT,

Bard,

etc.)

that

are

based

on

large

language

models

(LLMs).Three

main

use

case

clustersThere

are

three

main

clusters

of

use

casesin

enterprises:

focused

oncustomer

and

employee

experiences;

software

development

and

delivery;and

knowledge

management.SummaryYears

of

quiet

advancesBeyond

the

current

wave

of

excitement

around

LLMs,

industry-specializedsystems

(e.g.,

in

advanced

manufacturing

and

pharmaceuticals)

as

well

asother

generative

technologies

(like

GANs)

have

been

in

use

for

years.No

true

intelligenceDespite

the

hype,

the

current

wave

of

generative

AI

innovation

does

not

putus

on

a

path

to

"artificial

general

intelligence"

(AGI).

These

systems

also

comewithchallenges

and

risks

that

all

adopters

must

address.IDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesGenerativeAIIsMorethanJustText—ButTextandCodeGenerationAreLikelytoHavetheMostImpactTheabilitytogeneratetextwithLLMsiscapturingmostindustryattentionwithgenerativeAI,butthisisjustoneofsixgenerativeAIcontent"domains"—text,softwarecode,images,videos,sound(includingvoices),anddesignsandstructures.PlansGenerativeAIsystemsarealreadydemonstratingsomecapabilityinProcesseseachofthesedomains,particularlyintermsofautomatingisolatedtasks(e.g.,generatingplausibletextinresponsetoaquestion).Insomedomains,earlyprogressisbeingmadeatahigherlevel.SystemsareemergingthatcangenerateprocessesorplansinTasksresponsetopromptsandthendecomposethoseintoindividualactionsthatthesystemsareabletoexecutebythemselves,autonomously.TextCodeImagesVideoSound/voiceDesigns/structures76%62%41%10%38%24%IDC

EMEA

team

perspective%ofIDCEMEAanalystcontributorssayinggenerativeAIwillhaveabigimpactinthisdomain(eachrespondentcouldselectuptothree)Across

the

IDC

EMEA

analyst

team

contributing

to

this

ebook,systems

that

can

generate

text

and

software

code

wereoverwhelmingly

cited

as

having

the

greatest

potential

impact

onbusiness.GenerativeAIcurrentlydemonstratingclearcapabilityEmerginggenerativeAIcapabilityIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesEuropeanOrganizations

Are

Exploring

Three

Broad

Clusters

of

Enterprise

Generative

AI

UseCasesOurinitialresearchsuggeststherearethreemainclustersofpotentialusecasesforgenerativeAIinEMEAenterprises.Digitalassistants,copilots,andvirtualagentsMarketingcontentcreationConversationsummarizationTranslationOflargeEMEAorganizationspolledinMarch2023…CustomerandEmployeeExperience21%InvestingingenerativeAIin2023CodecreationandpairprogrammingTestcreationBusinessprocessandtaskautomationConversationalquery/configurationSoftwaredevelopmentanddeliverylifecycle55%ExploringpotentialusecasesCommercialdocumentcreation(e.g.,RFIs,RFPs)ReportgenerationKnowledgemanagementContenttranslationDocumentsummarizationIDC

EMEA

team

perspectiveBeyond

these

broad

industry-neutral

clusters

of

use

cases,

IDC's

EMEA

analyst

team

highlighted

important

industry-specific

use

cases,

from

clinical

knowledge

management,

patient

engagement,

and

drug

discovery

in

healthcare,

tofinancial

advisory

agents

in

financial

services,

citizen

engagement

in

government,

advanced

materials

design

inmanufacturing,

and

personalization

and

content

generation

in

retail.Source:IDCEMEA,FutureEnterpriseResilience2023,Wave2,March2023–Organizationswith500+employees,n=220IDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesSignificantImpactsofGenerativeAIonEnterprisesAsitisadoptedbyenterprisesinEMEA,generativeAIcouldhaveasignificantimpactinmultipleareasintermsofhowenterprisesoperateandtheoutcomestheyachieve.EmployeeproductivitytopgenerativeAIcouldhelpponvariedtasksandprocesSimilarly,theoptimizationcostsandhigherprofitabilBusiness

outcomeLikelihoodofstrongimpactEmployeeproductivityProfitabilityHowever,securityandriskorganizationsmakeeffectiCostsTheEMEAanalystteamexbemostimpactedbytheouse.Thiswillposechangepotentiallycreatecompetestaffdevelopmentandprolearningroutinetasks,befOperationalefficiencyRevenueCustomeracquisition/retentionTimetomarketEmployeeretentionSecurityandriskissuesWorkforcestabilityPositiveimpactNegativeimpactIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesTheEmergingGenerativeAIValueChainConsumerapps(fromApple,MSFT,Google,etc.)Foundationmodels(BERT,GPT-3,TrainingdatasetsDataprepservicesLaMDA,LLaMA,PaLM,etc.)Modelcreationtools(e.g.,NVIDIAAIexecutionplatforms(fromAWS,Google,Microsoft,etc.)EndcustomersGenericbusinessappsConsultingandintegrationservicesAIhardware(e.g.,NVIDIA)NeMo)Domain-specificmodelsSpecialistbusinessappsInfrastructureModelcreationUsecasesandapplicationsWhatcapabilitiesarerequiredtobuildanddelivervaluebasedongenerativeAItechnologies?Thisvaluechainmapillustrateshowthingsareshapingup.IDC

EMEA

team

perspectiveThenumberofgemiconsshownineachsegmentofthevaluetowhichtheIDCEMEAanalystteamexpects,basedoncurrentcapturevalue(andmakemoney).OurcurrentviewisthatmossuppliersthatcanoffermodelcreationtoolsandexecutionplaspecificgenerativeAImodelsandbusinessapplicationsbuiltonwithgeneral-purposemodelsaremuchmorevulnerabletocomIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesChallengesandRisksStemFromCapability,Process,UsageIDC'sinitialresearch

suggeststhereare

threemain

aspectsofgenerativeAIthat

create

challengesand

risks:

theinherentcapabilities(and

limitations)ofsystems,

theprocessesbywhichtheyare

created,and

theways

theyare

potentiallyused.Mis/DisinformationPlagiarismHallucinationUsageCapabilityProcessCarbonenerintensFraud,hacking,theft,

etc.Rogue/unplannedbehaviorBland/genericcontentBiasIDC

EMEA

team

perspectiveThestarsnexttotheindividualchallengesabovereflectthecollectiveviewsteamregardinggenerativeAIchallengesandrisksthataremostlikelytoim(amaximumofthree).Beyondthese,teammembersalsohighlightedfurthinhibitors,includingtheavailabilityofskills,systemqualityandreliability,peforjoblosses,thepotentialimpactofregulation,explainability,andcompliaIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesThePotentialImpactofPolicyandRegulationAstrongreflectionoftherisksandchallengesassociatedwithgenerativeAIisthefast-evolvinglandscapeofpolicyandregulation,particularlywithintheEU.Examplesofthepaceofchangeinclude:ParticularlywithintheEU,theimplementationanduseofgenerativeAIsystemswillbeshapedandrestrictedbyregulation—although,asisthecasewithAImorebroadly,regulatorswillbechallengedtokeeppacewithtechnologydevelopments.Thedetailswillevolveovertime,butregulationwilloverallcontinuetofocusonshapinghowtherightsofcitizensarebalancedagainsteachotherandagainsttheinterestsofcorporations.TheEU'sproposedAIAct,whichisnowclosetobeingfinalized,hasatthelastminutebeenamendedtoimposespecificrequirementsonthedevelopersofLLM-basedsystems.TheamendmentsrequireLLMproviderstodiscloseanycopyrightedmaterialusedinmodeltraining.Key

regulation

focus

areas

to

watchInMarch2023theItaliandataprotectionauthorityruledthatChatGPTcollectsdatainawaythatisincompatiblewithdataprotectionlaw.OpenAI,thedeveloperofChatGPT,wasgivenuntiltheendofApril2023torespondtotheregulatorregardingGDPRcompliance;asaninterimmeasure,OpenAIblockedaccesstoChatGPTinItaly.Theblockhasnowbeenlifted.IntellectualpropertyPrivacyandsecurityEqualitySustainabilityIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesFuturePossibilitiesforGenerativeAIinEMEAWith

concerns

over

risks

and

challenges,

and

emerging

pressure

from

a

fast-changing

policy

and

regulationlandscape,

the

development

of

the

generative

AI

market

in

EMEA

is

still

significantly

uncertain

at

this

point.

We

seethreepotentialscenariosinplay.ScenarioASteadygrowthdrivenbyablendofbroadusecasesandspecializedindustrysystems—fueledbyalignedAIdevelopments,insyncwithregulation,governance,andclearpositivebusinessoutcomesforadopters.ScenarioBInitialsurgeingrowthdrivenbybroadusecases,haltedbyconcernsoversystemrisksand/orquestionablebusinessoutcomes;returntogrowthfueledbyspecialized/controlledindustrysystems.ScenarioCTimeHighinitialsurgeingrowthdrivenbyunmanagedexperimentation,killedbyweakbusinessoutcomesstemmingfrompoorlymanagedimplementations.IDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesTheIDCEMEATeamView:OpportunityandDisruptivePotentialOutweighRisksGenerativeAI……increasesthechancesofmarketdisruption…introducesmanyopportunitiestodeliverbusinessvalueIDCTakiEMEtheRated3.69/5Rated3.62/5impmodpotepose…risksoutweighpotentialvalueRated2.46/5…isoverratedRated2.33/5IDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesAdviceforEnterprisesBasedontheanalysisinthisebook,werecommendthatEMEAorganizationsconsideringadoptinggenerativeAIfocusonthesesixrecommendations.FocusonvalueandfunctionalityDon'tgetcarriedawaywiththetechnology;startwithunderstandinghowitcanaddvalue.Definecleargoalsandobjectivesforanyinvestment.FindappropriateusecasesSearchforspecificusecases,takingintoaccountthebreadthofpotentialgenerativeAIcapabilities(beyondtextandchat)andtheriskprofilesofspecificuses(anddatasources).UnderstandlimitationsRealizethatgenerativeAIhaslimitationsandthatsystemsneedtobehandledandimplementedwithcare.Lookforwaystoput"humansintheloop"wheneverconsequentialdecisionswillbemadebasedonAIsystems.SystemsleveraginggenerativeAIaresystemsthatautomateactivities—andautomationisalwaysbusinesschange.Somemayfearsignificantworkforcedisruption;othersmayseeopportunitiestoempowerworkersandreduceskillshortages.Understand

the

impacton

workand

jobsStartsmallandexperimentAdoptanexperimental"lab"approachthatteststheboundariesofwhatispossibleandbuildsexpertiseandknowledge,whilealsoclearlymeasuringimpactsandassessingrisksandshortcomings.Understandthesecurity,confidentiality,privacy,andqualityimplicationsofgenerativeAItechnologiesandplanimplementationsaccordingly.TakecaretomanagerisksIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesAdviceforTechnologySuppliersBasedontheanalysisinthisebook,werecommendthattechnologysuppliersconsideringimplementinggenerativeAIaspartoftheirproduct/serviceportfoliofocusonthesesixrecommendations.Getstarted,butdon'taddtothehypeThepathofgenerativeAIdevelopmentisuncertain,butignoringitisnotasensibleoption.Balancethisagainstthetemptationtohypethetechnology.Focusonhowyoucandeliverrealvaluetocustomers.UnderstandenterpriseconcernsandconstraintsParticularlyinEurope,customersandprospectswillhavecriticalconcernsandwilloperateunderregulatoryconstraints.Taketimeandcaretounderstandtheirissues,andinvesttomaximizethetransparencyofyourmethods.ConsidervaluebeyondproductpricingSomeusecaseswilljustifyincreasedcustomerspending,butgenerativeAIfeaturescanaddvalueevenifvendorsdon'tchargeextraforthem,byincreasingstickinessofcustomerrelationships.Itistemptingtofocusonhorizontalusecaseswiththelargesttheoreticaladdressablemarket,butitislikelythattheusecasesgeneratingthemostvaluewillbeindustry,market,company,and/orline-of-businessspecific.Think

beyond

generichorizontal

use

casesShowvaluethroughrealstoriesDevelopearlypartnershipswithcustomersthatcanhelpyoulearn—andthendemonstratetoothers—howtodelivervalueinthekeyusecases.OutsidethelargestEMEAmarkets,ecosystemsoftechnologyandimplementationpartnersthatcanhelpcustomersdelivervaluewithgenerativeAI(orAIgenerally)areunderdeveloped.Helptoeducateregulatorsandpolicymakers.BuildlocalecosystemsIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesDiggingDeeper:SpecificEMEAMarketPerspectivesIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesDiggingDeeperinEMEA:SoftwareDeliveryIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesOverviewIntroductionIntandem

withdevelopmentsand

interestintheuseofgenerative

AIfor

textconversations,

thepotentialfor

LLMstogenerate

software

codehas

also

beenquicklyseizedon(codeis,

after

all,

justtext).Microsoft'sGitHublaunchedCoPilotinJune

2021,

and

theservicenowhelpsdeveloperswrite

codeinPython,JavaScript,

Typescript,

Ruby,and

more.Generative

AIcan

also

potentiallygenerate

testscriptsfor

existingcode.

Tabnine

launcheda

unittestgenerationservicefor

Python,

Java,

and

JavaScript

inFebruary

2023.Vendors

offeringlow-codedevelopmentenvironmentsare

also

activelyexploringthisspace.There

are

risks,

though.

Earlierin2023,

for

example,

engineersfrom

Samsung

inadvertentlytransferred

highlyconfidential,

commercially

sensitivecodeintothepublicdomain

whenusingChatGPT

togetinsightsintothecode.KeyusecasesandopportunitiesBeyondcodegenerationandunittestgeneration,LLM-basedgenerativeAIsystemscouldautomaticallycreatecommentsforexistingcode,summarizecode,supportdevelopertraining,andprovideautomatedpair-programming.Generationoftestdataalongsideauto-generatedunittestcasesisalsoalikelyusecase,asiscoderefactoring,applicationarchitecture,andcodetranslation(fromoneprogramminglanguagetoanother).IDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesMarketShapingFactorsRisksandchallengesEnterpriseimpactSupplierimpactThepotentialofcommercialIPto"leak"intothepublicdomainifemployeesusepublicgenerativeAIsystemsislikelytomakeenterprisescautious.CustomersactiveintheEUinparticularwillalsobecautiousofregulatoryandreputationalrisksassociatedwithinappropriatedevelopmentoforuseofsystems.BecauseLLMs"hallucinate,"accuracyofgeneratedartifactscan'tbeguaranteed.Thismeansthatintheshorttermatleastcodeandtestgenerationwillbemostusefulforprototypingandtohelptrainjuniorstaffandnewdevelopersratherthantocreateproductioncodeautonomously.Asmodelsbecomemorecapable,coderefactoringanddesigncopilotsmaybecomefeasible.Suppliersofsoftware

deliverytoolsand

platforms—

includingsuppliersoflow-codetools—

willbeexpectedtooffer

increasingly"intelligent"copilotcapabilitiestocustomers.

They

willbepushedtooffer

private

instancesoftoolsand

modelstoindividualclients,

tominimize

risk

ofIPleakage.Systemsintegrators

willincreasinglybeexpectedtousethesetoolstohelpaccelerate

software

projectdelivery,

reduceonboarding

for

newstaff

(or

fornewprojects),and

improve

technologyknowledgemanagement.IDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesDiggingDeeperinEMEA:SecurityIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesOverviewIntroductionInearly2020(beforethecurrent

waveofinterestingenerativeAIreally

began),

a

Japanese

company

wasdefraudedof

$35millionwhencriminalsclonedthevoiceof

thecompany's

CEO

usingAI

toolsandusedfakevoicecalls

and

messagestoconvincea

managertowirethemoneytoa

fake

lawyeras

part

of

a

fake

merger.ThepotentialimpactofgenerativeAI

isa

hotconversationtopicinthesecurity

community,

andcouldhavebothpositiveand

negative

impacts.GenerativeAIcan

beusedbythreat

actorstocreate

programs

usedinmalware,ransomware,andphishingattacks.

Ontheother

hand,

securitytechnologyvendors

are

exploringhowgenerativeAIcan

augmentorenhancedefensivecapabilities,

particularly

around

real-time

threatdetection/responseandincidentmanagement.MicrosofthaslaunchedSecurityCoPilot,

whichprocessesalerts

and

translatesthem

intoa

natural

languageexplanationof

thesecurityincidentswithguidanceonhowtocontain

them.GeneKeyusecasesandopportunitiesMMCPotentialusecasesfor

generativeAI

center

onenhancedthreatdetection(analyzing

large

volumesofdatatoidentifysuspiciousbehavior

anddetectanomalies

that

may

beindicativeof

a

cyberattack);

rapid

incidentresponse(analyzing

real-time

dataandprovidingsummary

reports

and

remediation

recommendations);

anddetectingand

prioritizingtheeliminationofvulnerabilitiesinsoftware.IDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesMarketShapingFactorsRisksandchallengesSupplierimpactThemajorriskfactorsshapingthesecurityandcompliancespacearenotfactorsthatdirectlyimpactthecreationofsecurityofferings(whichwillbetrainedondataaboutthreats,ratherthanonprivateorganizationaldata),butfactorsthataffecttheoverallsecurityenvironment.TheuseofgenerativeAIsystemsbyunwaryoruntrainedusersmayincreasetheriskofdataleakage,whichmayinturnleadtothatdatabeingusedtocreatenewthreats.Securitytechnologyvendorswillbeexpectedtointroducenewfeatures

orofferingstohelporganizations

detectand

respondtonewthreatsassociated

withmalicious

useofgenerative

AI,

as

wellas

introducingnewfeatures

or

offeringstohelporganizations

controland

manage

proprietaryor

personaldata

that

mightbeusedtotrain

generative

AIsystems.

A

newopportunityisevolvingaround

accesscontrolfor

generative

AIsystems,

toenforceaccesspermissionsfor

confidentialdata

or

contentthat

mightberetrieved

bysystemsinresponsetoprompts.EnterpriseimpactSecuritytechnologyvendorssuchasMicrosoft,Google,Orca,SentinelOne,andVeracodearealreadyembracinggenerativeAItohelpimprovethecapabilityoftheirtools.GenerativeAIcouldmakesecuritytechnologyusersmoreproductive,helpautomatetediousrepetitiveaspectsofsecuritytasks,andenablemorediverseusergroupstogetmorevalueoutofsecuritytechnologyinvestments.Improvementsarelikelytoparticularlybenefitsecurityanalysts,givingthemmoretimetofocusonmorecomplextasks.Atthesametime,thesecuritycommunityisworkingtounderstandthebusinessriskimplicationsofGenAI.ReportedincidencesofsensitiveinformationleakageviaChatGPTincludesoftwareengineersreviewingconfidentialsourcecode,andemployeescopyingandpastingconfidentialdatatogenerateapresentation.Inresponse,companiesareimplementingpolicyguardrailsoninternalusebyemployees.PrivacycompliancecouldbecomeanissueifothernationalregulatorsfollowItaly'sleadincompellinggenerativeAIvendorstoaltertheirofferings.IDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesDiggingDeeperinEMEA:CloudIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesOverviewIntroductionIt's

nosurprise

that

theproviders

ofhyperscale

publiccloudplatforms

have

sofarbeenat

theforefrontofgenerative

AIresearch

and

development.

Untilnow,

effectivegenerative

AIR&D

has

required

hugeamounts

ofcomputeand

storage

capacity

for

modeltraining,

and,

where

publicserviceshave

beenlaunched,

enoughinfrastructure

capacity

tosupportmillionsofusers.Microsoftnowownsa

majorstake

inpioneer

OpenAI;

Googlehas

developedLaMDA

and

PaLM

(and

hasa

competitor

toChatGPT,

Bard);

AWSisofferinginfrastructure

servicesfor

third-party

developers(Bedrockand

Titan)

as

wellas

newhardware

options.KeyusecasesandopportunitiesUsecasesforcloudprovidersstartwiththegeneric:primarily,providingtoolsandexecutionvenuesfortrainingandinferencingLLMs.OpportunitieswillalsoquicklyemergerelatingtoprovidingcustomerswithprivateinstancesofLLMs,togetherwithtoolstohelpcustomersfine-tunethoseinstancesandcreateandmanagecustommodels.GeneAdditionally,likeotherbigtechcompanies,cloudprovidersarepursuinginvestmentsandallianceswithAIstart-ups(GoogleacquiredAnthropic,AWSalliedwithStabilityAI).Thesepartnershipsusuallyresultinmultiyearpreferredcloudpartnerdeals.Itislikelythatthepubliccloudplatformvendorswilldevelopthesestrategiesfurther,offeringincreasinglysophisticatedanddiversemarketplacesforLLMsandLLM-basedservices.MMCIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesMarketShapingFactorsRisksandchallengesEnterpriseimpactSupplierimpactBecausetoday'sprovidersofhyperscalepubliccloudplatformsareprovidingmostofthedigitalinfrastructurepoweringthedevelopmentofthismarket,andarehostingtoday'sconsumer-facingservices,theyarethemostlikelytocomeundersignificantregulatoryscrutiny.ThenewEUAIAct,alongwiththeGDPRandtheforthcomingEUDataAct,allhavesignificantimplicationsforcloudproviders.Additionally,quickgrowthofgenerativeAImaybringrisktocloudoperations:over-utilizationofcloudplatformsmayresultinslowerperformance,increasedcost,orevenahighercarbonfootprint.Publiccloudproviders'leadershippositions,togetherwiththecurrenteconomicsofdeliveringLLM-poweredservices,meanthatmanyenterpriseswillusepubliccloudproviders'servicesatscale,evenforsensitiveusecases(wheretheywillstillbeusedforexperimentationandprototyping).Byusingpubliccloudproviders'services,enterpriseswillbenefitbyhavingaccesstoadvancedmodelsandinfrastructure,evenwhentheydon'thavetheresources(computing,skills,money)todeveloporimplementtheirownplatforms.Moreover,enterprisesmayendupusingpubliccloudprovidersindirectlyviaAIcompaniesrunningtheirservicesinthepubliccloud.GenerativeAIpotentialmayfurtherdrivecloudadoption,butitwillrequireaverystrongbusinesscaseandcostsustainabilityfromcloudproviders,asweakcostcontrolmechanismswilldiscouragecompaniesfromusingpublicclouddeployments.Clearly,

publiccloudproviders

stand

tobenefitfrom

theexplosionininterestingenerative

AI.The

toolsand

infrastructure

theyprovidearelikelytopullnewcompute-intensiveworkloads(and

associated

large

data

volumes)totheirplatforms.

Ofcourse,

bothglobalhyperscalecloudproviders

and

sovereigncloudproviderswillbeexpectedtooffer

cutting-edgeinfrastructure

and

servicesthat

minimize

thecostsofmodeltraining

and

inferencing,

as

wellas

ensuringthat

customers

can

experimentanddeploysafely

incompliance

withrelevantregulations.

Developmentofgenerative

AIwillfurther

drive

theneedfor

chipand

hardwareinvestmentsfrom

cloudproviders;

thosethatcan

investwillhave

an

advantage.IDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesDiggingDeeperinEMEA:ContactCenterandUCCIDCeBookGenerativeAIinEMEA:Opportunities,Risks,andFuturesOverviewIntroductionContactcentersare

already

investinginsystemsthat

leverage

large

language

models,

trainingthem

withtheir

owndata

todrive

improved

outcomesf