Analytics, AI/ML
March 4, 2024

Six Major GenAI Trends That Will Shape 2024'S Agenda

Cogent Infotech
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Dallas, Texas
March 4, 2024

What is Generative AI?

Generative AI refers to an advanced technology that leverages existing data to produce new and authentic artifacts on a large scale. Unlike traditional methods, it doesn't merely replicate training data but instead generates novel content that mirrors the characteristics of the data it was trained on. This technology can create diverse forms of content, including images, videos, music, speech, text, software code, and product designs.

Generative AI employs a range of evolving techniques, with a primary focus on AI foundation models. These models undergo training using extensive unlabeled data, allowing them to adapt to various tasks through additional fine-tuning. The creation of these models involves intricate mathematical processes and significant computing power. Essentially, these models function as prediction algorithms, demonstrating the sophistication of generative AI techniques.

Generative AI is at the forefront of content creation, primarily responding to natural language requests without requiring explicit code input. Beyond this, it finds diverse applications in enterprise scenarios, contributing to drug and chip design innovations and advancements in material science development. The adaptability and versatility of generative AI position it as a transformative force across various industries.

Generative AI is extensively applied in fields like drug and chip design, contributing to innovative solutions. Its capabilities extend beyond traditional content creation, making it a valuable asset in developing materials with specific characteristics. The ease with which it responds to natural language requests has made it accessible and effective in various enterprise applications.

The techniques employed in generative AI are dynamic and continue to evolve. With AI foundation models forming the cornerstone, the technology evolves through training on broad datasets and subsequent fine-tuning for specific tasks. The complexity of the underlying mathematics and the need for substantial computing resources underscores the sophistication of generative AI techniques.

Generative AI is a groundbreaking technology that can revolutionize content creation and drive innovation across industries. Its technique evolution, reliance on advanced foundation models, and practical applications in diverse fields showcase its potential impact on the future of technology and problem-solving.

What Benefits and Applications Does Generative AI Offer?

AI advancements, including foundation models like generative pre-trained transformers (such as ChatGPT), present opportunities to automate and augment human efforts and autonomously execute business and IT processes.

Generative AI delivers advantages such as accelerated product development, improved customer experiences, and increased employee productivity. However, the specific benefits vary depending on the use case. Users must be pragmatic about the expected value, especially when utilizing a service in its current form, which has significant limitations. It's crucial to recognize that generative AI may produce inaccurate or biased artifacts, emphasizing the necessity of human validation and potentially limiting time savings for workers. Gartner advises aligning use cases with key performance indicators (KPIs) to ensure that projects enhance operational efficiency or result in new revenue streams and improved experiences.

In a recent Gartner webinar poll involving over 2,500 executives, 38% identified customer experience and retention as the primary focus of their generative AI investments. Following closely were objectives like revenue growth (26%), cost optimization (17%), and business continuity (7%).

Six Key Themes Shaping the Future of Generative AI (GenAI).

1. Large Language Models (LLMs) Evolution:

So, you know how AI is always evolving? The tech world are currently working hard to make Large Language Models (LLMs) even better. They're honing in on things like improving data quality and tweaking how the models are trained. The focus is shifting towards creating models with a bigger context or memory footprint. Why? Because it makes processing data way more efficient and effective.

But that's not all! There's a whole variety of LLMs in the works. What's cool is that they're not just about being smart; they aim to understand better and align with users. Ethical operation is top of mind for the developers. They want these models to be both clever and good digital citizens.

2. Compute Scarcity Challenge:

Large Language Models (LLMs) and other Generative AI (GenAI) models, despite their sophistication, pose a significant challenge in terms of computing power, particularly Graphics Processing Units (GPUs). The demand for this specialized hardware is exceptionally high, with large enterprises and AI labs competing intensely to secure these resources. However, this surge in demand has created a scarcity, leaving startups and academic institutions struggling to access high-performing GPUs. Compute scarcity has become a notable hurdle, emphasizing the essential role of robust computing power in unleashing the capabilities of GenAI models.

3. Orchestration Layer Development:

AI developers prioritize the orchestration layer, positioning it above Large Language Models (LLMs) to simplify application development. This layer is more than just an embellishment; it serves as the backbone, streamlining the deployment of Generative AI (GenAI) to ensure seamless integration. Imagine it as the tech conductor orchestrating a symphony.

With the orchestration layer in action, developers can effortlessly connect various elements. It simplifies GenAI deployment, ensures interoperability, and promotes modularity among LLMs and data sources. The real magic lies in its ability to introduce more conversational queries, delivering results beyond the basics. This turns user interactions into a symphony of smooth and seamless experiences.

4. Open Source Momentum:

Open-source licensing is gaining ground in the LLM space, where companies opt to share software for model development. This shift is changing the game, with more companies embracing transparency and collaboration.

It's a tale of pros and cons regarding open source versus proprietary LLMs. Proprietary products might own the full tech stack, providing a sense of control. However, open source brings a different flavor to the table. It encourages diversity, sparks creativity, and holds everyone accountable in the GenAI space.

What is the beauty of open source? It's breaking down barriers making GenAI accessible to a wider audience. So, while the debate continues, one thing is clear, open source is reshaping the landscape and bringing fresh air to GenAI development.

5. Guardrails for Ethical AI:

Guardrails play a crucial role in ensuring the safety, fairness, and accountability of GenAI models. They act as the guardians, checking how AI behaves in the vast digital realm.

Yet, setting up these guardrails comes with its set of challenges. It's like walking a tightrope, trying to define, implement, and enforce them without stifling innovation. Striking the right balance is key to unleashing the potential of GenAI while keeping it in check.

Governments and lawmakers have stepped into the arena, recognizing the need for regulations to manage the potential negative impacts of AI. It's a delicate dance between allowing innovation to thrive and preventing AI from causing unintended harm. The stage is set, and the performance is ongoing as the world grapples with steering GenAI in the right direction.

6. Multi-Modal AI Advancements:

Multi-modal AI is making significant strides in the commercial landscape, seamlessly integrating text, images, and sounds. It's like the conductor orchestrating a symphony, combining different elements to create a harmonious result.

Research in this domain is akin to adding more instruments to the orchestra, advancing models that can interpret signals from multiple senses. Imagine a melody that sounds beautiful, paints a vivid picture, and tells a compelling story.

The applications are diverse across sectors like education, entertainment, and healthcare. It's like opening up a new palette for artists, enabling richer and more nuanced expressions. As we delve into the multi-modal realm, the possibilities for creating immersive and impactful experiences are boundless.

As GenAI holds immense promise, staying informed about these trends is essential for leveraging this powerful technology effectively.

Six Trends Shaping Gen AI in 2024

As we reflect on the past month's developments, it becomes evident that the stage is being set for the Gen AI landscape in 2024. Here are six trends shaping the trajectory of Gen AI:

1. Sensory Empowerment:

Gen AI is evolving to perceive, listen, and converse. Multi-modal models encompassing text, code, image, and audio, unlocking unprecedented content generation and comprehension capabilities.

2. Interactive Engagement:

Gen AI is stepping into the world, establishing connections with data and IT systems. These models read and write data, enhancing their interaction with the environment.

3. Enhanced Control:

Managing Gen AI models becomes more user-friendly. Features such as setting the seed provide end users with more consistent outputs from probabilistic models, offering greater control over the results.

4. Democratized Development:

Gen AI is becoming more accessible. With OpenAI's introduction of "GPTs," nearly anyone can build a Gen AI-powered chatbot using low-code or no-code interfaces, democratizing the development process.

5. Platform Evolution:

Gen AI is emerging as a platform. Entire marketplaces dedicated to GPTs are on the horizon, where users can explore new applications and publish their creations, marking a significant shift in the Gen AI landscape.

6. Cost Efficiency:

The cost of Gen AI is on a downward trajectory. Notably, GPT-4 API costs have decreased two- to three-fold for the average enterprise customer, making Gen AI more cost-effective than ever.

Practical Applications of GenAI in Current Context

Generative AI is advancing swiftly, finding utility in various domains such as scientific discovery and technology commercialization. Practical applications have surfaced in creative content, content enhancement, synthetic data, generative engineering, and generative design. Some high-level applications in use today include:

  1. Written Content Augmentation and Creation: Generating draft text output in a specified style and length.
  2. Question Answering and Discovery: Assisting users in finding answers based on input data and prompt information.
  3. Tone Manipulation: Text alteration to soften language or professionalize content.
  4. Summarization: Providing condensed versions of conversations, articles, emails, and webpages.
  5. Simplification: Breaking down titles, generating outlines, and extracting crucial content.
  6. Content Classification: Sorting content by sentiment, topic, and more.
  7. Chatbot Performance Improvement: Enhancing sentiment extraction, whole-conversation sentiment classification, and generating journey flows based on general descriptions.
  8. Software Coding: Code generation, translation, explanation, and verification.

Emerging use cases with long-term impacts include:

  • Creating medical images that predict the future development of a disease.
  • Synthetic data aids in augmenting scarce data, mitigating bias, preserving data privacy, and simulating future scenarios.
  • Applications anticipate users' needs by suggesting additional actions and furnishing relevant information.
  • Legacy code modernization.

How Will Generative AI Reshape the Future of Work?

Generative AI is poised to impact various professional roles where content creation is integral profoundly. Whether individuals are involved in crafting text, images, hardware designs, music, video, or other forms of content, their jobs will undergo significant transformation. The shift will necessitate a move towards becoming content editors, demanding a skill set distinct from traditional content creation.

Furthermore, workforce interaction with applications will evolve as applications become more conversational, proactive, and interactive. This transformation will lead to a redesign of the user experience. In the future, generative AI models will progress beyond merely responding to natural language queries. They will begin proactively suggesting content or actions that users may not have explicitly requested. For instance, if someone requests a data-driven bar chart, the AI model might present alternative graphics that it deems suitable. While this can potentially enhance worker productivity, it challenges conventional notions about the exclusive human role in strategic development.

The overall impact on the workforce will vary significantly based on factors such as industry, location, enterprise size, and the nature of its offerings.

A report by Gartner predicts a robust impact of generative AI on enterprises in the coming years, predicting the following:

  1. By 2024, 40% of enterprise applications will integrate conversational AI, a significant rise from less than 5% in 2020.
  2. By 2025, 30% of enterprises will adopt an AI-augmented development and testing strategy, a substantial increase from 5% in 2021.
  3. By 2026, generative design AI will automate 60% of the design efforts for new websites and mobile apps.
  4. By 2026, over 100 million individuals will collaborate with robocolleagues, contributing to their work.
  5. By 2027, nearly 15% of new applications will be generated automatically by AI without human involvement, a nonexistent trend in the current landscape.

The Transformative Journey of Generative AI 2024

As we bid farewell to 2023, a year that witnessed groundbreaking advancements in Generative AI, the stage is set for an even more dynamic and transformative year ahead. The introduction of powerful GPT models and a diverse array of GenAI tools has ignited a spark of innovation, offering businesses a glimpse into the limitless potential of this revolutionary technology. As we enter 2024, let's delve into the strides made in Generative AI and explore the profound impact it is poised to have on the global business landscape.

24 GenAI Predictions for 2024

1. GenAI Drives Digital Innovation:

Businesses will leverage GenAI to craft groundbreaking digital products and services, identifying untapped market opportunities and accelerating growth.

2. AI Everywhere Redefines Digital Business Models:

The convergence of predictive AI, machine vision, and GenAI will supercharge digital ecosystems, ushering in new dimensions and innovative on-demand services.

3. Workforce Evolution with AI Integration:

GenAI will reshape workflow processes, necessitating employee retraining. Proactive investment in reskilling will empower seamless collaboration between employees and GenAI.

4. Precision Decision-making (Forrester Insight):

GenAI's capabilities will revolutionize market analysis, providing businesses with sophisticated, accurate trends and predictions for informed decision-making.

5. Supply Chain Supercharged by GenAI:

GenAI's predictive prowess will optimize supply chain management, enabling businesses to anticipate demand, streamline logistics, and enhance overall productivity.

6. Automated Quality Control in Manufacturing:

GenAI's advanced algorithms will transform quality control in manufacturing, ensuring consistent product quality through automation and reducing reliance on human intervention.

7. Predictive Maintenance:

GenAI will predict equipment failures before they occur, significantly reducing downtime, enhancing operational efficiency, and delivering cost savings.

8. Real-time Language Translation and Localisation:

GenAI is an indispensable tool for global businesses, providing seamless, real-time language translation and localization services fostering international collaboration and market expansion.

9. Enhanced Customer Profiling:

The era of hyper-personalization unfolds as GenAI enables businesses to craft detailed customer profiles, tailoring products, services, and marketing strategies to individual preferences, amplifying customer loyalty.

10. AI-Driven Business Intelligence:

GenAI redefines business intelligence by offering predictive insights, risk assessment, and market opportunity identification, empowering businesses to make precise, data-driven decisions.

11. Dynamic Pricing Strategies:

GenAI's algorithms revolutionize pricing strategies, allowing real-time adjustments based on market dynamics, competition, and external factors, enabling businesses to optimize profitability.

12. Automated Legal and Compliance Services:

Simplifying the complex legal landscape, GenAI automates tasks such as contract analysis, compliance monitoring, and legal research, reducing workload and ensuring compliance.

13. AI-Assisted Research and Development:

GenAI accelerates research and development in pharmaceuticals, biotechnology, and material science, paving the way for unprecedented breakthroughs.

14. CX Improvement with GenAI:

GenAI transforms the customer experience by empowering service agents to address queries efficiently, enhancing problem resolution, and fostering customer trust.

15. Agencies Invest in Custom AI Solutions (Forrester):

Top advertising agencies invest in custom AI solutions, anticipating a $50 million investment to build personalized marketing campaigns and brand experiences for clients.

16. Over 80% of Enterprises Utilise GenAI APIs (Gartner):

GenAI has become a staple in enterprises, with over 80% deploying applications and models, showcasing its integral role in staying competitive.

17. AI TRiSM (Gartner):

By implementing controls, enterprises boost decision-making accuracy, eliminating up to 80% of faulty information marking a leap in reliability.

18. 60% of Workers Use Their AI (Forrester):

By 2024, 60% of workers use personal AI for tasks, ushering in the era of shadow AI and posing challenges for organizations regarding security and compliance.

19. Prompt Engineering Training (Forbes):

Employees receive prompt training to harness GenAI's potential, unlocking enhanced productivity and efficiency.

20. Cost Reduction through Automation:

GenAI trims operational expenses through task automation, reshaping the financial landscape of businesses.

21. GenAI Revolutionising Recruitment:

Recruitment processes are streamlined by AI, from candidate sourcing to screening, enhancing efficiency and talent acquisition.

22. Tailored Training Programs Empowered by AI:

AI-driven, customized training programs empower employees, analyzing strengths and weaknesses for personalized learning journeys.

23. Augmented Accessibility with GenAI:

GenAI enhances accessibility by creating intuitive interfaces, ensuring inclusivity for disabled individuals.

24. Sustainable Operations Guided by AI:

GenAI contributes to sustainable practices by optimizing resource utilization, reducing waste, and enhancing energy efficiency across industries.


As we approach 2024, different innovations unfold, reshaping the landscape of technology's influence on businesses and society. Exploring the six major trends that will define the GenAI agenda in 2024 reveals several vital points, collectively portraying a picture of the transformative potential inherent in this technology.

Key Takeaways

Multimodal Capabilities

The convergence of text, code, image, and audio in GenAI models signifies a monumental leap in content generation and comprehension. This multimodal prowess opens new avenues for creativity and problem-solving.

World Interaction

GenAI's ability to connect with data and IT systems and read and write data marks a paradigm shift in how businesses interface with the digital realm. It amplifies the potential for real-time, data-driven decision-making.

User Control and Consistency

Empowering end-users with features like setting seeds for consistent outputs from probabilistic models heralds a new era of user control. The focus on predictability and consistency addresses concerns related to model outputs.

Democratization of Development

The introduction of low-code/no-code interfaces like GPTs by OpenAI democratizes GenAI development. Almost anyone can now build GenAI-powered applications, fostering inclusivity and innovation.


GenAI's evolution into a platform play foresees the emergence of marketplaces where users can discover applications and contribute to the growing ecosystem. This shift transcends GenAI from a tool to a comprehensive platform.

Cost Efficiency

The continuous decline in GenAI costs is a notable trend. The reduction in GPT-4 API costs signifies a broader trend of increased affordability, making GenAI more accessible to a wider range of enterprises.

The GenAI narrative reflects innovation, accessibility, and user empowerment. The highlighted trends illustrate GenAI's present state and signal its essential role in the future of global businesses. From versatile capabilities to democratization and cost efficiency, GenAI's impact spans beyond technology to influence creativity, decision-making, and accessibility.

For businesses navigating the GenAI landscape in 2024, embracing these trends becomes both a strategic necessity and a visionary adoption of transformative forces shaping the future. The journey into the GenAI era blends technological prowess with user-centricity, creating a narrative unbounded by innovation. Visit Cogent Consulting and read more such informative blogs.

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