Navigating generative AI comes with considerable uncertainty and risk. To succeed, M&E leaders must refine generative AI’s role in their organization, focusing on immediate value and industry applicability. This path to success also requires leveraging trusted third-party ecosystems to guide generative AI implementation, and in turn, enhance business performance and mitigate enterprise risk.

In 2024, AWS Marketplace commissioned Forrester Consulting to evaluate the state of media and entertainment organizations and their technology infrastructure and use of generative AI. Forrester conducted an online survey with 515 respondents and four interviews with decision-makers at the manager level and above to explore this topic.

Read this Forrester study to learn about the strategic use of generative AI by M&E decision-makers and gain actionable insights into key recommendations for integrating generative AI into the M&E landscape.