Exploring the Potential of Generative AI in GBS: State of the Market and Path Ahead

Generative AI can reshape working methods, offering immense opportunities across various industries. However, despite its transformative potential, the adoption journey is likely to be fraught with data privacy concerns, ethical considerations, and integration complexities. These challenges highlight the need for a strategic and methodical implementation approach. Global Business Services (GBS) organizations can play a vital role in helping enterprises achieve this feat as they are uniquely positioned to spearhead generative AI initiatives, driving efficiency and innovation. As per our report last year (Generative AI: The Disruption the GBS Model Needs, or Just Another Over-hyped Technology?), less than 20% GBS organizations were piloting generative AI use cases. However, the landscape has since evolved, with more than 50% of these organizations now actively engaged in pilot and production stages. In this report, we analyze over 60 leading GBS organizations globally to identify how GBS are adopting and scaling generative AI in their operations. We examine GBS’ current adoption strategies, planned approach, use case prioritization, talent and governance models, key performance metrics, critical success factors, and future plans for generative AI adoption. This comprehensive analysis will help GBS leaders uncover the trends, best practices, and actionable steps that can help them navigate complexities and fully unlock generative AI’s potential.