Omdia believes generative AI will likely be applied to perform the initial understanding of any requests so they can be directed to the most appropriate domain expert system. However, if the use of this technology is not matched with organizational maturity and readiness, it will fail to deliver all promised benefits due to mistrust and poor process design. When selecting a new technology, understanding its technical capabilities is key, but discovering the customer experiences of using that technology is equally important. Only by ensuring that technology, people, and processes are aligned can any new technology become transformative and deliver real business value for an organization.

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