Generative AI, a form of artificial intelligence that's capable of generating and creating new content such as text, photos, audio, video, and animations on-demand, is currently exploding in consumer popularity and uptake. Poised to balloon from a $42.6 billion market in 2023 to a $98.1 billion market by 2026, widespread interest in the space is quickly spilling over into and revolutionizing the business world as well by popular demand. Enter enterprise-grade generative AI solutions, which are helping drive significant leaps in revenue and business outcomes by, for example, better contextualizing, personalizing, and enhancing every customer engagement and interaction. Small wonder the field is currently experiencing a surging 34.6 compound annual growth rate (CAGR), as executive leaders increasingly grasp this technology's potential, for example, to enhance the performance of legal-, marketing-, communications- and sales-related efforts at scale.

Given the current rate of uptake, it's clear that Generative AI is currently skyrocketing in popularity. In just a few examples of its handiness, legal departments, law firms, and businesses of all stripes are now using it to summarize and prioritize emails, brainstorm ideas, rewrite documents, trigger workflows, or auto-generate images, video, and audio, among other tasks. As you may have already seen yourself, the technology is very efficient and can help users create a lot of true-to-life copy and content in a short amount of time. At the same time, the challenge to date has been that from an enterprise's perspective, there is no guarantee that this content will be effective and perform in ways that drive measurable results.