Published: 13 February 2024
Leading startups using GenAI for text generation are developing four key capabilities — general narrative, specialized narrative, narrative platform and code generation. Product leaders must determine if, when, and how to build these innovations into product and service offerings.
Large language models (LLMs) are being embedded into enterprise writing and collaboration tools to automate and scale text-based, labor-intensive work for enterprise employees.
Generative AI (GenAI) is being applied in key industries and roles — primarily marketing and sales, legal, healthcare and software development — to reduce administrative work and improve the scale and quality of produced content.
GenAI narrative platforms are overwhelmingly marketing- and media-focused, such as the content creation and management of global marketing campaigns and website design.
GenAI tools in software development are focused on improving productivity through code generation, but are expanding these capabilities to include
Clients can log in to view the entire document.
Analysts:
Gartner research, which includes in-depth proprietary studies, peer and industry best practices, trend analysis and quantitative modeling, enables us to offer innovative approaches that can help you drive stronger, more sustainable business performance.
Our independence as a research firm enables our experts to provide unbiased advice you can trust.
Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps.
Our research practices and procedures distill large volumes of data into clear, precise recommendations.
We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth.
We offer one-on-one guidance tailored to your mission-critical priorities.
We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision.
Connect directly with peers to discuss common issues and initiatives and accelerate, validate and solidify your strategy.
Gartner clients can log in to access the full library.
Attend a Conference
Join Gartner experts and your peers to accelerate growth
Join the leading technology and service provider peers to get an update on accelerating tech growth in a new era of transformation and technology trends.
Gartner Product Leadership Conference
Grapevine, TX
© 2026 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner's prior written permission. It consists of the opinions of Gartner's business and technology insights organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner business and technology insights may address legal and financial issues, Gartner does not provide legal or investment advice and its insights should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its insights are produced independently by its business and technology insights organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity. Gartner publications and other content may not be used as input into or for the training or development of generative artificial intelligence, machine learning, algorithms, software or related technologies.
