Market Report: 
Generative AI: The Disruption the GBS Model Needs, or Just Another Over-hyped Technology?

Generative AI is rapidly reshaping the landscape of Global Business Services (GBS). Various industries stand to gain immense potential from adopting generative AI in GBS, as it impacts business processes spanning marketing, customer service, code generation, and process optimization.

In this report, we examine the recent developments in generative AI and its potential significance in the GBS domain. It also explores the factors fueling the hype and outlines how GBS organizations can leverage this technology to improve customer interactions, streamline operations, and automate tasks. By illustrating initial use cases and real-world examples, the report illustrates how companies are utilizing generative AI to drive efficiency and enhance user experience.

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