Customer support leads global adoption of enterprise generative AI

IoT Analytics has released new analysis identifying the top 10 enterprise generative AI applications, highlighting that customer issue resolution accounts for the largest proportion of deployments within companies implementing this technology.

The findings are derived from a review of 530 documented generative AI projects across 68 common business activities. According to IoT Analytics, the technology is being employed throughout numerous business functions, with a pronounced focus on improving operational efficiency and effectiveness.

Customer support departments have emerged as the predominant area for enterprise generative AI deployment. The research indicates that 49% of examined projects fall within customer support, and of these, resolving customer issues makes up 35% of the total project sample.

Marketing and IT functions are also notable arenas for generative AI adoption, accounting for 27% and 24% of reported enterprise projects, respectively. Within marketing, applications such as content creation represent a significant use case, while software development stands out in IT-related implementations.

Geographically, North America leads with 56% of the recorded enterprise generative AI implementations. The technology industry itself represents the highest rate of adoption, making up 56% of identified projects. Manufacturing and professional services follow as the next largest sectors embracing generative AI applications.

Key findings from the IoT Analytics research demonstrate the broad and growing utilisation of generative AI across departmental lines. Operational areas such as customer support, marketing, IT, operations, and research and development are actively incorporating the technology in their day-to-day activities.

Knud Lasse Lueth, Chief Executive Officer at IoT Analytics, stated, "Our research of 530 enterprise generative AI deployments shows that adoption is broad across departments and industries, with customer support, marketing, IT, and operations functions leading the way. The technology sector is the most prominent early adopter, and companies based in North America are ahead of their peers in Europe and the Asia-Pacific region."

The analysis underscores that organisations are seeking quick wins by targeting rapid, visible improvements through generative AI, especially in customer-facing aspects of their operations. The distribution of deployment shows a notable trend toward leveraging the technology in areas where it can deliver immediate impact to both end users and company personnel.

Joaquin Fernandez, Market Analyst at IoT Analytics, said, "Generative AI is clearly moving past the hype phase and becoming a real part of how companies work day-to-day. The fact that so many projects focus on customer support shows businesses are chasing quick, visible wins where the technology can immediately have an impact for both customers and employees. But what's more interesting is how quickly AI is starting to show up in marketing, IT, and even product design — not just cutting costs, but helping companies move faster and be more creative. The companies that figure out how to incorporate Generative AI into their daily workflows, instead of treating it like a side project, are the ones that are going to pull ahead in the next few years."

According to the research, the early stages of enterprise generative AI implementation were predominantly observed in technology firms. Manufacturing and professional services sectors are also registering increased uptake, reflecting growing confidence in the efficacy of these tools for a range of business processes.

The data from IoT Analytics confirms that generative AI is being utilised well beyond customer service. Activities such as campaign management in marketing, application development in IT, process automation in operations, and elements of product development are now part of the generative AI landscape within organisations.

IoT Analytics' report on the top enterprise generative AI applications suggests a continued expansion in both the range of applications and the industries utilising such solutions.