In its Predictions 2024, Forrester dug into generative AI (genAI) in great detail, explaining what it is, how it can be used, and what it means for us humans. This article summarizes some of their opinions, augmented by—you guessed it—genAI tools! Their predictions outline a path for measured AI growth, but also warn business leaders like you to “prepare for rampant ‘shadow usage’ as employees rely on their own AI tools to be productive.” The summary of the report can be found here, with the full 38-page report here (purchase required).

The report states, “In 2024, business leaders like you will need to emulate these [early] explorers [of the high seas] to succeed. You’re now armed with the greatest technological advancement since the internet: generative AI. It’s not the time to ‘wait and see’ how this technology shakes out. Generative AI is here. It’s up to you to discover its value.” Sage advice.

As with most new technology, especially revolutionary technology, there are plenty of skeptics and naysayers, including, according to a recent Forrester survey, 50% of surveyed adults in the U.S. that believe generative AI poses a threat to society. But whether or not they know it, most of these folks will be using some form of generative AI as a growing number of software developers, including Microsoft, Apple, Google, LinkedIn, Adobe and more, incorporate the technology into their solutions. Don’t believe it? Let’s take Photoshop as an example. Pretty sure your company, or someone in your company, uses Adobe Photoshop. If you haven’t upgraded to the newest version, you surely will at some point. Here’s what Adobe has to say about their initial foray into AI with Photoshop: