Generative AI for consumer use cases: the five tech areas that are seeing the most innovation

This report is available to those subscribed to the Digital Consumer module.
According to the GSMA Intelligence December 2023 consumer survey, slightly more than two thirds of consumers on average across eight of the most developed countries globally are aware of generative AI (genAI) – a notable achievement for a new technology that was publicly released just a year and a half ago. But the technology has continued to rapidly evolve; led by big tech firms, genAI advancements have come thick and fast. Developments and innovations across five key areas will have important implications for both consumers and AI ecosystem players.
Related research
AI Inference Calculator
We have developed a plug-and-play custom calculator for operators and enterprise companies to use their own data and explore the downstream implications of running AI inference at the edge, including total cost of ownership. The calculator is free to use, and includes a selection of parameters that you can customise based on your own deployment plan
Apple ‘awe-dropping’ event: raising the bar for consumer experience with five areas of innovation
At its recent ‘awe-dropping’ event, Apple unveiled its new line-up of smartphones, earphones and smartwatches, and showcased its innovation in device features.
IFA 2025: an AI-first show with five other defining themes
Like at most other technology shows today, AI was ubiquitous at IFA 2025 – the European consumer electronics show – and the growing application of advanced AI, including generative AI, was clear to see. There were also notable developments across the smart home, wearables, smartphones, home robots and gaming.
Authors
How to access this report
Annual subscription: Subscribe to our research modules for comprehensive access to more than 200 reports per year.
Enquire about subscriptionContact our research team
Get in touch with us to find out more about our research topics and analysis.
Contact our research teamMedia
To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.
Learn moreRelated research
AI Inference Calculator
We have developed a plug-and-play custom calculator for operators and enterprise companies to use their own data and explore the downstream implications of running AI inference at the edge, including total cost of ownership. The calculator is free to use, and includes a selection of parameters that you can customise based on your own deployment plan
Apple ‘awe-dropping’ event: raising the bar for consumer experience with five areas of innovation
At its recent ‘awe-dropping’ event, Apple unveiled its new line-up of smartphones, earphones and smartwatches, and showcased its innovation in device features.
IFA 2025: an AI-first show with five other defining themes
Like at most other technology shows today, AI was ubiquitous at IFA 2025 – the European consumer electronics show – and the growing application of advanced AI, including generative AI, was clear to see. There were also notable developments across the smart home, wearables, smartphones, home robots and gaming.
- 200 reports a year
- 50 million data points
- Over 350 metrics