A recent survey by the Wharton School of the University of Pennsylvania and marketing consulting firm GBK Collective reveals that the use of generative artificial intelligence has expanded swiftly across multiple job sectors, including human resources and marketing, within the past year.

The survey, which included responses from 800 business leaders at large corporations, indicated that 72% of decision-makers now report using generative AI at least weekly, a significant increase from 37% in 2023.

Generative AI adoption has notably increased in HR, marketing, and operations, with legal and finance sectors introduced to the survey this year, showing frequent usage close to levels seen in IT.

Key applications of generative AI cited by respondents include document writing, data analytics, customer service, fraud detection, and financial forecasting.

Despite these developments, questions remain about the potential impact of generative AI on employment, with concerns about job displacement versus skill enhancement.

Particularly in purchasing and procurement, nearly all told that AI would enhance skills, whereas nearly 90% in finance predict it might replace some skills.

Overall, the perception of AI is shifting, with a slight increase in leaders seeing it as a tool for skill enhancement rather than merely a replacement.

Wharton's marketing professor Stefano Puntoni, co-author of the report, highlights that the disparity between extreme views of AI as either a threat or a panacea is narrowing.

Organizations continue to experiment with AI to determine the best functional uses.

According to Puntoni, 'This is only the beginning.'