Generative AI: navigating tech developments, operator adoption and consumer expectations
Access this insight with a Premium plan. Contact our sales team to get started.
Or
Report details
Generative AI: navigating tech developments, operator adoption and consumer expectations
£2500
EX. VATThis report is one of more than 140 published annually as part of the GSMA Intelligence data and research subscription, which is designed for organisations that require regular access to our insights. Contact our sales team for details.
Contact usGenerative AI (genAI) was the defining tech theme for 2023 and this trend looks set to continue in 2024, based on the promise of genAI's transformative potential across all sectors of the economy. Early genAI applications span both the consumer and enterprise markets, across all components of the value chain, from networks and platforms to hardware and content and services. We cover this spectrum of applications in-depth in this report.
According to our December 2023 consumer survey of eight major developed countries worldwide, consumer awareness of genAI is high, with around two thirds of consumers on average having heard of this tech, around half of whom have used genAI themselves. In this report, we also take a deep dive into our genAI consumer survey findings.
Finally, operators are embracing genAI at a sound pace and we discuss their wide-reaching involvement, including findings from our operator survey. We also present three operator case studies on genAI.
Report details
Generative AI: navigating tech developments, operator adoption and consumer expectations
£2500
EX. VATThis report is one of more than 140 published annually as part of the GSMA Intelligence data and research subscription, which is designed for organisations that require regular access to our insights. Contact our sales team for details.
Contact usRelated research
AI for digital industries: what shapes enterprise priorities, expectations and investment plans
Digital transformation of enterprises is accelerating across all vertical sectors, with AI being an important driver and enabler and a top area of investment. GSMA Intelligence surveyed 5,320 enterprises across 32 countries and 10 vertical sectors to gain relevant insights into their digital transformation across a range of technologies. This report analyses the key findings and implications for AI.
Sovereignty at MWC Barcelona 2026: the content consensus
For much of 2025 and early 2026, the development of sovereign AI and sovereign digital service strategies – including the role telecoms could play in supporting them – was regularly in the news. For operators, the strategies represent an opportunity to support national agendas, reassert their relevance in the digital economy and drive new revenues based on their position as highly regulated and trusted service providers. This analysis looks at the sovereign messaging conveyed in sessions at MWC from operators, vendors, regulators and cloud providers.
On-device AI: mobile network filler or saviour?
On-device AI is the next frontier for AI deployments in consumer and enterprise segments. Use cases include AI-based search and personal assistants, image analytics on a smartphone, AI-assisted driving and navigation in cars, industrial applications such as automated guided vehicles, and improved IoT analytics. This has implications for the device world and major tech companies whose business models depend on consumer time on the internet and digital platforms. It also matters for operators, given the ripple effect of AI-driven data traffic on mobile and fibre networks, and the direct revenue opportunity.
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 for digital industries: what shapes enterprise priorities, expectations and investment plans
Digital transformation of enterprises is accelerating across all vertical sectors, with AI being an important driver and enabler and a top area of investment. GSMA Intelligence surveyed 5,320 enterprises across 32 countries and 10 vertical sectors to gain relevant insights into their digital transformation across a range of technologies. This report analyses the key findings and implications for AI.
Sovereignty at MWC Barcelona 2026: the content consensus
For much of 2025 and early 2026, the development of sovereign AI and sovereign digital service strategies – including the role telecoms could play in supporting them – was regularly in the news. For operators, the strategies represent an opportunity to support national agendas, reassert their relevance in the digital economy and drive new revenues based on their position as highly regulated and trusted service providers. This analysis looks at the sovereign messaging conveyed in sessions at MWC from operators, vendors, regulators and cloud providers.
On-device AI: mobile network filler or saviour?
On-device AI is the next frontier for AI deployments in consumer and enterprise segments. Use cases include AI-based search and personal assistants, image analytics on a smartphone, AI-assisted driving and navigation in cars, industrial applications such as automated guided vehicles, and improved IoT analytics. This has implications for the device world and major tech companies whose business models depend on consumer time on the internet and digital platforms. It also matters for operators, given the ripple effect of AI-driven data traffic on mobile and fibre networks, and the direct revenue opportunity.
- 200 reports a year
- 50 million data points
- Over 350 metrics