Worldwide end-user spending on public cloud services is forecast to grow 20.4% to total $678.8 billion in 2024, up from $563.6 billion in 2023. Cloud has become essentially indispensable. However, that doesn’t mean cloud innovation can stop or even slow. The tables are turning for cloud providers as cloud models no longer drive business outcomes, but rather, business outcomes shape cloud models. For example, organizations deploying GenAI services will look to the public cloud, given the scale of the infrastructure required.

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