78 percent of the companies surveyed in the study stated that applications such as Chat GPT currently have a high or even very high relevance for them. This means that Generative AI is the technology trend that has grown the most - with an increase of 36 percent compared to the previous year.

Improving customer and employee communications with the help of Generative AI: 74 percent of the companies surveyed attribute strong potential to chatbots in this area. Among the DXS service providers interviewed, the figure is even 92 percent.

In addition, respondents identified especially potential for Generative AI in the following application areas: Content creation, improvement of products and services through feedback, design, targeting, segmentation and personalization

84 percent of the companies surveyed expect the use of Generative AI to automate standardizable tasks. The big advantage is that this change will allow employees to focus more on value-adding activities in the future. Thus, around two-thirds of the respondents believe that creativity in DX will increase.

In the future, investments will be made primarily in data-driven topics and also increasingly beyond marketing & sales in order to achieve customer centricity through integrated approaches.