Executive Summary

Generative artificial intelligence (GenAI) ushers in a new wave of optimism for transforming how every organization plans, operates, automates, and differentiates in the market. These unique opportunities, brought on by GenAI, will impact areas such as revenue and growth, operational efficiency, cost reduction, strategic differentiation, and even brand presence. Moreover, most organizations expect a strong return on transformation impact in areas such as customer intelligence, sales intelligence, AI collaboration, and other areas in customer experience (CX). 

Constellation Research and Dialpad recently surveyed more than 1,000 senior executives in the United States, Canada, United Kingdom, Australia, and New Zealand about their AI initiatives. The survey, conducted from December 2023 to January 2024, showed the impact of AI on tasks, decision-making, and investment decisions. Respondents demonstrated overall interest in applying AI to CX, sales, and general business by flagging these projects as a large percentage of their overall budget. 

Based on the survey data and conversations with hundreds of senior executives, successful leaders intend to prioritize projects based on both operational efficiency and revenue and growth. Over 77% of leaders believe AI will provide them a competitive advantage. AI adoption is clearly a top priority for executives in the C-suite reporting to the CEO—or what is commonly known as CxOs—with the focus on implementing AI projects that align with their company’s priorities and learning from early adopters. 

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