Generative AI in Focus: Consumer Behaviour and Operator Views Survey Dashboard 2024

Growth in AI consumption is creating commercial opportunities across the AI value chain. Over the past year, investment in AI has increasingly extended towards revenue-generating services and enterprise propositions, with operators assuming a broader range of roles across the AI value chain. Telcos in Asia Pacific are particularly active across multiple layers of the AI value chain. They account for 43% of those participating in the infrastructure layer and 38% in the model layer. This position reflects the combination of large and linguistically diverse markets, government-backed national and sovereign AI agendas, expanding AI infrastructure investment, and the scale of leading regional operators and technology ecosystems.

B2B has emerged as a strategic growth area for operators and the wider tech/digital ecosystem. As the digital transformation of vertical sectors accelerates, gaining insights directly from enterprises is key. GSMA Intelligence surveyed enterprises from six countries and 10 vertical sectors across the ASEAN region to gain insight into their digital transformation. The research focused on strategic objectives, investment plans, use of technology, deployment challenges, supplier decisions, technology sovereignty, and policy and regulation.

Enterprises will spend 10% of their revenues on digital transformation through to 2032, which brings new B2B opportunities for technology suppliers, including operators. This report analyses the key findings and implications from a GSMA Intelligence survey, which surveyed 6,342 enterprises across 50 countries and 10 vertical sectors worldwide to gain insight into their digital transformation.