The Generative AI Landscape: An Ecosystem Overview

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1 Comprehensive analysis of the Generative AI Ecosystem An Analysis By Draup 15th June 2023 The document’s objective is to provide an overview of the ecosystem, market players’ insights, service provider strategies, key industries, and associated use cases related to the Generative Artificial Intelligence Market. CLICK HERE To access the full report

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2 Generative AI Market Overview: The growth and expansion of the generative AI market are being contributed by technological advancements, industry applications, time savings, and enabling customized experiences for consumers Source: Globe Newswire, The Business Research Company, Allied Market Research, Research & Markets, Note: The key players are curated based on various syndicated reports, therefore, not exhaustive 14.21 110.8 2023E 2030E Generative AI Market Size Key Growth Drivers • The Generative Artificial Intelligence (AI) market was estimated at $14.21 Billion in 2023 and is expected to grow at a CAGR of • ~34.09% to reach $110.8 Billion by 2030. • Generative AI is a technique that uses AI and machine learning (ML) to create algorithms for generating new digital videos, images, texts, audio, or code and has applications across various industries. • Based on technology, the market is segmented into Generative Adversarial Networks (GANs), transformers, variational auto-encoders, and diffusion networks. • The growing demand for advanced manufacturing with complex designs and the need to reduce size while improving automated performance is expected to drive the growth of the global generative AI market. • The demand for generative AI applications is increasing across industries due to factors corresponding to the expanding applications of technologies like super-resolution, text-to-image conversion, and text-to- video conversion, as well as the growing need to modernize workflow across firms. • The market growth can also be attributed to growing fraudulent activities, overestimation of capabilities, unexpected outcomes, and rising concerns over data privacy. Market Size by Region • North America leads the Generative AI market share and is expected to continue during the forecast period due to the increasing adoption of pseudo-imagination and rising banking frauds. • Asia Pacific is expected to witness significant growth during the forecast period, owing to businesses that have rapidly digitized, straining cloud networks and data centers. High Medium Low Adoption Intensity Key Players Generative AI Market in USD Billion (2023E-2030E)

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3 Key Impacting Factors: Broad usage of artificial intelligence-integrated systems across various verticals and the rising need to modernize the workforce across industries are driving the growth of the generative AI market Source: Allied Market Research, EXL Newsroom, Strivr and DiagnaMed Press Release Note: The case studies and initiatives are curated based on key Impacting factors for Generative AI and are not exhaustive Key Impacting Factors Rise in Usage of Artificial Intelligence-integrated Systems across Industry Verticals Creating Virtual Worlds in the Metaverse and Modernize the Workforce across Industries Growing Popularity in the Healthcare Industry • The rise in AI applications results from its improved computational capacity and ability to address issues in a diverse industrial sector. • It assists with the intelligent upscale of low-resolution photos to high-resolution photographs by scaling old pictures & old movies up to 4K or higher, removing noise, adding colors, and sharpening the image. • The initial adoption of generative AI in business will likely focus on human-AI augmentation with the workforce (human workers cooperate with digital workers, cobots, or intelligent virtual assistants), considerably paving the market growth around the globe. • Rise in the popularity of generative AI in the healthcare industry for rendering products, such as prosthetic limbs and organic molecules from scratch, using 3D printing and other technologies is considered a major driving factor. • Moreover, it enables early identification of potential malignancy to bring more effective treatment plans. Associated Case Studies and Initiatives Hyper-personalized Customer Experiences Virtual Reality(VR) content library Generative AI Healthcare Solution • EXL launched its generative AI platform, a portfolio of solutions and services focused on helping clients unlock the power of AI to transform their businesses. • The platform combines foundational generative AI models with EXL’s expertise in data engineering, AI solutions, and proprietary data sets to help clients improve productivity, unlock new insights, deliver growth, and create hyper-personalized customer experiences. • Strivr accelerated content and solution capabilities using Generative AI for enhanced storyline development, animation and asset creation, and visual and content-driven features optimization. • Strivr also expanded its Virtual Reality(VR) content library with mental health & well-being experiences and used GenAI to intelligently derive unique insights from immersive user data to support HR and L&D leaders in making critical business decisions. • DiagnaMed Holdings Corp., a generative AI healthcare solutions company, has launched FormGPT.io, a generative AI data collection and analysis solution for the healthcare market. • It provides customizable applications powered by GPT-4 to support real-world situations in improving patient outcomes, operational workflow, improve user services, and engagement.

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5 Automation Anywhere launched major innovations that put generative AI to work across the Automation Success Platform to accelerate business productivity and help companies build a digital workforce. Generative AI and Automation Infrastructure Enhancement Generative AI Assistant Generative AI Tools Enterprise Platform Solutions Generative AI Deployment Hitachi’s Generative AI Center Localized Marketing Capabilities Generative AI-Ready APIs No-code AI Chatbot Builder Custom Generative AI Models Collabera Digital partnered with Katonic.ai to fine-tune Generative AI models and install them directly on the organization's infrastructure, ensuring complete security and high precision. Zoom Video Communications, Inc. launched key features of Zoom IQ, an intelligent companion that empowers collaboration and unlocks people’s potential through generative AI. Pegasystems Inc. launched Pega Process Mining with Generative AI- Ready APIs to enable continuous workflow optimization by continuously finding and fixing business process inefficiencies. Encora launched its new Generative AI technology practice to drive higher- quality software, increase productivity, and deliver significant efficiencies across Core Software Engineering, UI Design, and Quality Engineering. Hitachi established Generative AI Center to promote the safe and effective use of Generative AI and accelerate Hitachi’s growth by maximizing customer value and improving productivity. Nuvalence partnered with Google Cloud to help enterprises and the public sector build and deploy generative AI in mission-critical software platforms and accelerate digital transformation. Evocalize unveiled the addition of Generative AI Ad Copy to its cutting- edge suite of intelligent marketing capabilities to provide users with the unique ability to tailor the ad copy to different styles and tones of voice. KPMG launched a new initiative to deploy a series of generative AI partnerships and investments to reinvent how the firm operates while improving its customer service and employee experience. Zvolv unveiled Z-wall, an advanced generative AI orchestration engine, and expanded Zvolv’s enterprise automation capabilities by integrating the power of generative AI into the creation of next- generation AI apps. Writesonic launched Botsonic, a no-code AI chatbot builder equipped with GPT-4 technology to transform how businesses across various industries interact with customers. Alibaba Cloud introduced a partnership program to find partners to help build custom generative AI models for companies across various verticals, including finance and petrochemicals. Next-generation AI Apps Key Strategic Priorities: Generative AI has gained significant attention from various key players across different sectors, and new players may emerge as the technology progresses Source: Company Newsrooms, PRNewswire, Forbes Note: The Initiatives mentioned above have been curated for the last two months and are not exhaustive Partnership Inhouse

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6 ChatGPT: ChatGPT uses artificial intelligence-integrated systems across various verticals like digital implementation, voice assistants, and real estate agents to perform efficiently and easily Source: PRNewswire, consulting.us, QSR magazine Note: The list of the above-mentioned Initiatives and Key leaders is not exhaustive Overview ChatGPTis an Artificial intelligence chatbot developed by OpenAI is built on top of Open AI's GPT 3.5 and GPT 4 families of language models and has been fine-tuned. Key Leaders Mira Murati Chief Technology Officer, Open AI Sam Altman Chief Executive Officer, Open AI Bob McGrew Vice President of Research, Open AI AI- Artificial Intelligence Fashion Assistant Zalando partnered with ChatGPT to launch a first beta version of a fashion assistant powered by ChatGPT across their app and web platforms to unlock the potential of generative AI to enhance the experience of discovering and shopping for fashion online. Platform Expansion Zoho Corporation partnered with ChatGPT and launched ten generative AI Zoho application extensions and integrations powered by ChatGPT, which includes platform expansion, and its innovation roadmap focusing on delivering superior customer experience. Advanced Automation Technologies Presto partnered with ChatGPT to drive greater innovation around drive-thru Artificial Intelligence voice assistants. Revolutionize Real Estate ChatGPT partnered with RESAAS to revolutionize real estate descriptions using advanced Artificial Intelligence (AI) capabilities for Real Estate Agents. • With the new fashion assistant, customers can navigate Zalando’s assortment using their words or fashion terms, making the process more intuitive and natural. • It allows customers to benefit from additional help finding the perfect Zalando item. • It provides users a more intuitive, efficient, and secure experience and produces an exemplary experience. • Tools powered by Zoho’s AI extensions deliver intelligence without compromising customer data or sending information to an unverified third party. • It uses advanced AI techniques, including Large Language Models (LLM) and generative AI, to understand natural human language and offer logical responses to customer queries. • To accelerate product innovation and digital solutions. • To perform a variety of functions quickly, efficiently, and easily. • This new feature will eliminate the need for RESAAS Agents to spend time and energy crafting property descriptions from scratch, allowing them to focus on other important aspects of the real estate process. Associated POVs Key Strategic Initiatives

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7 Microsoft: Microsoft leverages artificial intelligence solutions to create customized applications and AI-generated digital content for customer experience Source: Data curated from the various News Articles, and other similar sources Note: The list of the above-mentioned Initiatives and Key leaders is not exhaustive Key Leaders Kaushal Misra CTO- US West (Azure, Data & AI) Michael Nemtsev CTO Architect - Azure and AI Microsoft offers advanced artificial intelligence solutions, with various AI- related applications such as Azure AI, Cortana, Microsoft Research AI, and a partnership with OpenAI. Overview Key Strategic Initiatives Associated POVs Enterprise-ready Generative AI Microsoft collaborated with NVIDIA to integrate NVIDIA AI Enterprise software into Microsoft’s Azure Machine Learning to help enterprises accelerate their Generative AI. • The integration creates a secure, enterprise-ready platform that enables Azure customers worldwide to quickly build, deploy and manage customized applications using NVIDIA AI frameworks and tools. Natural Language Capabilities Microsoft partnered with MicroStrategy to add generative AI capabilities to MicroStrategy's business intelligence suite, and it plans to use the integration to develop natural language capabilities. • It enables users to generate new visualizations and dashboards and reduce the manual burdens required to build workflows and other content. Natural Language Capabilities Microsoft teamed up with SAP SE to use the latest enterprise-ready generative AI innovation to help solve customers’ most fundamental business challenges to address the talent gap. • To help drive their customers’ transformation journeys forward and unlock productivity growth for every individual, organization, and industry, including the human resource function AI Innovation Initiative Microsoft partnered with KPMG to co- develop generative AI capabilities for audit and tax with Azure OpenAI Service and integrate generative AI capabilities into its client delivery models. • Microsoft’s technology infuses machine learning models, natural language recognition, and security and allows it to maintain the trust of stakeholders and deliver transformational value for clients. 1. CTO - Chief Technology Officer

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9 Media and Entertainment Overview: Media and Entertainment Business invests in Generative AI technology to improve creativity and enhance content with inexpensive algorithms Source: Draup Business Intention Module, Harvard Business Review Insights, McKinsey Insight Reports, Tech News World Story Associated Use Cases Search Optimization Machine classification algorithms improve movies’ categorization so that search results become more accurate when user type category names rather than movie titles. Super-resolution is a class of machine learning techniques used to upscale a low-resolution video/image to a higher resolution. It is popularly used in Surveillance and Medical industries. Super-Resolution Subtitle Check Automation Companies can synchronize subtitles with frames through neural networks. To do that, machine learning models extract audio from video and use it to feed the trained Neural Network. Businesses can automate their content marketing. Machine learning and artificial intelligence algorithms can suggest script ideas, write a summary, and movie characters. Tools such as GPT-3 are increasing the interest in AI for content automation. Content Automation AI tools can help advertisers to news platforms reach their target audiences with hyper-targeted ads. This helps news platforms improve the monetization of their web traffic. Targeted Advertising Generative AI offers teachers a practical and effective way to quickly develop massive amounts of unique material. This technology can generate brand-new content from existing information to help educators create diverse teaching materials for their classes. Content Creation for Courses Key Insights • The Media and Entertainment industry is segmented into Film & TV, Social Media, Journalism, Music, and Education. • Social media platforms such as Facebook, Instagram, Snapchat, and Pinterest use Artificial Intelligence technology, from analytics to computer vision, to provide users with more personalized products and services. • Music streaming companies are leveraging machine learning algorithms to segment their users and provide songs or playlists which are more relevant to users. Other Use Cases Realistic Film Dubbing and Quality Restoration AI-Augmented Visual Effects (VFX) Film Preservation and Colourization Deep Fake for Content Moderation

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10 Strategic Initiatives: Media & Entertainment industry intends to provide solutions like text-to-image technology, multilingual lip sync, and AI video platforms with generative AI for AI ambition and licensing extensively Source: PRNewswire, Indian express, analyticsindiamag, uctoday Note: AI- Artificial Intelligence, IP- Internet Protocol Partnership Inhouse Media and Entertainment NeuralGarage launched VisualDub, which helps with multilingual lip sync in media by making the content native and local for regional consumers by syncing the jaws and lips of actors with the dubbed audio by leveraging advanced Gen AI capabilities. Spotify collaborated with OpenAI has launched a new AI-powered service called DJ to offer improved personalization features on the music streaming platform it offers daily mixes, wrapped, and translated specially curated tracks. Shutterstock, Inc launched an AI image-generation platform text-to-image technology that converts prompts into larger-than-life created visuals ready for licensing extensive toolkits designed to power the most seamless creative experience possible. Bandai Namco Entertainment invested in DeepMotion to build out its ‘IP Metaverse’ to create new entertainment offerings that includes characters and other intellectual properties. Meta developed a new AI model ‘Make-A- Video’ that builds on Meta AI’s recent progress in generative technology research and lets users turn text prompts into brief, high-quality video clips. ANGHAMI partnered with Mubert to deliver truly custom-made songs for the region’s football fans through Artificial intelligence that allows users to create high-quality unique soundtracks for a variety of uses such as social media, presentations, or films. Multilingual Lip Sync Personalized AI Guide Text-to-image Technology IP Metaverse Text Briefing Personalized Soundtrack Media. Monks launched a generative AI service for clients it uses generative AI tools against creative and production briefs it comes on the back of the hype surrounding ‘generative’ AI applications such as Midjourney, Stable Diffusion, and ChatGPT last year. AI Service Application AMAZON MUSIC collaborated with ENDEL to produce wellness playlists using its AI technology it uses personal inputs from the user’s movement, time of day, weather, heart rate, location, and other factors to produce personalized soundscapes. D-ID launched the multimodal generative AI video platform to enable both image and text generation and animation the Next-generation Creative Reality will generate and animate faces and add AI-generated text in one interface. AI video platform Personalized Soundscapes Investment

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11 Capgemini partnered with Google Cloud to create a global Generative AI Google Cloud Center of Excellence to help enterprises realize the full potential of AI and help clients enhance engagement with customers. Customer Engagement Enhancement Generative AI Solutions Generative AI Tools Customer relationship management Large Language Model Productivity Enhancement Applied AI Framework Advanced Generative AI Capabilities Enterprise-wide Platform Industry-leading Solutions Predictive AI & Analytics Capabilities HCLTech partnered with Google Cloud to develop joint solutions on the latter’s generative AI solutions and establish a Google Cloud Generative AI center of excellence for clients. TCS partnered with Google Cloud to launch its new offerings powered by Google Cloud’s Generative AI tools to design and deploy custom-tailored business solutions. Cognizant launched Cognizant Neuro AI, designed to provide enterprises with a comprehensive approach to accelerate the adoption of generative AI technology and responsibly harness its business values. Accenture collaborated with Salesforce to accelerate the deployment of generative AI for Customer relationship management (CRM) and intends to establish a hub for generative AI. Infosys launched Infosys Topaz, an AI- first set of services, solutions, and platforms using generative AI technologies that leverage Infosys applied AI framework to deliver cognitive solutions that accelerate value-creation. Accenture established its cross- company generative AI and large language model center of excellence, where 1,600 employees within Accenture are involved in creating generative AI solutions for clients. Wipro partnered with Google Cloud to bring its advanced generative artificial intelligence (AI) capabilities to clients across the globe by integrating Google Cloud’s full suite of generative AI products and services. Deloitte launched a new practice designed to help clients harness the power of Generative AI and foundation models to enhance productivity and accelerate the pace of business innovation. TCS to build its own ChatGPT equivalent to be used for enterprise code generation, leveraging in-house algorithms that use large language modelling functions like generative artificial intelligence (AI) chatbots. Deloitte partnered with Google Cloud to bring Google Cloud’s advanced Generative AI capabilities to enterprises in every industry and assist in solving business challenges. Cognizant partnered with Google Cloud to accelerate adoption of artificial intelligence (AI) by businesses and build a suite of solutions leveraging Google Cloud's generative AI, predictive AI and analytics capabilities. Enterprise Code Generation Service Providers Strategies: Service providers in the field of generative AI employ various strategies such as customized solutions and collaborative approach to deliver effective services and solutions to their clients Source: Company Newsrooms, PRNewswire, Forbes Note: The Initiatives mentioned above have been curated for the last two months and are not exhaustive Partnership Inhouse

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13 ➢ Service providers prioritize offering user-friendly developer tools, software libraries, and APIs that simplify the integration and utilization of generative AI models in application development. ➢ They provide comprehensive documentation, code examples, and tutorials to assist developers in effectively utilizing the generative AI capabilities for their specific use cases. ➢ Service providers recognize the importance of ethical and responsible use of generative AI technologies. ➢ They focus on addressing potential biases, ensuring transparency in AI- generated content, and developing safeguards against malicious use by providing guidelines and best practices for clients to ensure the responsible deployment of generative AI. ➢ Service providers recognize the importance of tailoring the Generative AI model to specific use cases. They may offer options for fine-tuning the model using domain-specific datasets or providing configurable parameters to adapt the model's behavior to suit requirements. ➢ Data Augmentation and Preprocessing are aspects of customization and fine-tuning of Generative AI that service providers focus on. ➢ Service providers assist in data augmentation techniques to increase the diversity and quality of the training data. This can involve data synthesis, transformation, or combination techniques to expand the training set and improve the model's generalization capabilities, and ensure optimal model performance, they also handle data preprocessing tasks, including cleaning, normalizing, or encoding the data. Application Development GPT (Generative Pre-trained Transformer) Ethical and Responsible AI User Experience and User Interface Data Augmentation and Preprocessing ➢ GPT models excel in various NLP tasks, including text generation, summarization, translation, sentiment analysis, question answering, and chatbots. ➢ Service providers focus on GPT-powered chatbots to enhance customer experiences, provide instant responses, and handle high inquiries, improving customer support operations' efficiency and scalability. ➢ Service providers strive to create intuitive and user-friendly interfaces for accessing and interacting with generative AI capabilities. ➢ They prioritize understanding the needs, expectations, and behaviors of the target users by conducting user research, gather feedback, and employ user- centered design principles. The design process involves factors such as usability, efficiency, and satisfaction in the user experience. Key Focus Areas: The service provider’s focus areas reflect the ongoing research, development, and application efforts in generative AI to improve the quality, control, ethical considerations, and real-world usability of generative models across various domains and applications Source: Forbes, Gartner, and Deloitte

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14 Opportunity Areas: Targeted Advertising, Network Optimization, Personalized Recommendations, and Procedural Generation are the major areas of generative AI that provide opportunities to service providers across various industries Source: Draup Business Intention Module, Analysis on press releases, news articles, journals, whitepapers, and other similar sources (forbes.com, gartner.com) Media & Entertainment IT & Telecommunic ations Banking, Financial Services and Insurance Healthcare Retail Gaming Search Optimization Predictive Maintenance Risk Management Personalized Medicine Supply Chain Optimization Character Creation Subtitle Check Automation Network Optimization Fraud Detection Screening and Diagnosis Price Optimization Procedural Generation Targeted Advertising Enterprise Search Credit Scoring Drug Development and Clinical Trials Inventory Management Dynamic Gameplay AI-Augmented VFX Personalized Recommendation Applicant-friendly Denial Explanations Medical Robotics Customer Sentiment Analysis Game Design Content Automation System Navigation Anti Money Laundering Medical Imaging 3D Product Catalogs Virtual Worlds Film Preservation and Colorization Virtual Assistants Portfolio Management Automated Clinical Documentation Personalized Recommendation s Game Balancing Super-Resolution RAN Optimization Strategic pricing optimization Oncology detection Chatbots AI Opponents Workloads Segments High Low Opportunity Intensity Key Insights • By enabling the automation of many tasks that humans previously did, generative AI has the potential to increase efficiency and productivity, reduce costs, and open up new growth opportunities. • Generative AI can be used to automate the detection of anomalous network behavior, enabling security teams to respond more quickly to potential threats. • In healthcare, generative language models summarize electronic health records and answer questions about a patient’s medical history. • In the future, generative AI could create personalized news articles or social media posts, new music or visual art, or realistic special effects for movies and television.