Generative AI advancements will force companies to think big and move fast

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Generative AI, according to research and advisory firm Forrester, is the most impactful technological advancement since the internet.

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Forrester's 2024 forecast is strongly linked to AI because Forrester believes that generative AI will be a change agent for all business functions and industries. "It's time to think big and move fast. 2024 will redefine business as we know it," said Sharyn Leaver, Forrester's chief research officer. "Generative AI will be the fulcrum that businesses rely on to enhance, empower, and engage employees and customers -- with or without you. Embrace the misstep, and think big."

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