Forrester predicts that by 2024, 60% of those who are skeptical about generative AI will end up using and appreciating the technology, without even realizing it. Consumers who are skeptical of genAI will eventually adopt it for tasks that can boost their creativity and productivity, such as seeking help from conversational assistants, summarizing and translating content. Furthermore, the investment in genAI by business, technology, and marketing leaders in the coming year will increase employees' creative problem-solving time by up to 50%, driving customer-centric innovation and creating greater business value.

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