Published: 11 July 2024
Generative AI’s popularity as a technology category creates messaging mismatches due to varying buyer needs and requirements. This research explains how general managers can align offerings to address the needs of potential buyers of GenAI-dependent offerings.
More than half of the respondents of the 2024 Gartner Digital Business Buying Drivers Survey indicated that their organizations are increasing AI services spending. A small proportion of respondents (about 16%) said their organizations are increasing AI services spending by more than 20%.
Different value messages resonate with different levels of ambition in AI services. For example, organizations with the greatest planned spending increases seek longer-term, greater ROI than those with less dramatic increases. Such organizations also are more open to novel pricing models such as outcome-based pricing, royalties and shared-risk opportunities.
Buyers for AI services with contrasting
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