Generative artificial intelligence (GenAI) has evolved from a technological promise to a strategic reality for large organizations. This is demonstrated by the report 2025 Deloitte’s Global Business Services (GBS) Survey, which reveals how global business service models are prioritizing the adoption of advanced tools like GenAI to transform their processes, reduce costs, and enhance the customer experience.
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According to the study — based on more than 2,000 responses collected over eight years and with participation from leaders in over 30 countries — 58% of organizations have already started or are about to start their GenAI journey. This technology is being integrated primarily into key functions such as finance and information technology through use cases including chatbots, invoice management, and advanced analytics.
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What are the most common use cases for GenAI?
The report identifies several concrete applications already being used in GBS centers:
- Chatbots and conversational AI tools (28%)
- Invoice management (12%)
- Contract administration (11%)
- Financial and data analysis (9%)
These use cases not only automate repetitive tasks but also enable faster, data-driven decision-making. GenAI is helping companies evolve toward smarter and more customer-centric operating models.
What are the challenges to scaling artificial intelligence?
Although the adoption of GenAI has started strongly, scaling it at an organizational level faces significant challenges. According to Deloitte, companies need a solid foundation of data, technological infrastructure, and cybersecurity measures to implement GenAI on a larger scale.
“Generative artificial intelligence requires investment in data and security to scale value,” the report highlights, emphasizing that without these conditions, organizations will not be able to unleash the full potential of this technology.
The study underscores that for many companies, the main obstacle is not the technology itself but the maturity of their internal processes and their teams’ readiness to work with AI-based solutions.
Where are companies investing to enable GenAI?
Deloitte identifies three key areas where organizations are focusing their investments to enable the effective use of GenAI:
- Technology (71%)
- Process improvement (68%)
- Training and development of digital capabilities (55%)
These figures show that it is not enough to acquire technological tools; it is essential to transform existing processes and prepare human talent to operate with new data-driven models.
Which sectors are leading the use of GenAI within organizations?
The finance and information technology (IT) functions are the pioneers in adopting GenAI. In finance, for example, solutions are already being used to automate invoice analysis, forecast budget deviations, and reduce human error in accounting management.
In IT, GenAI is being applied to develop virtual assistants, automate support ticket handling, and perform predictive risk analysis. This approach frees technical staff from operational tasks, giving them greater capacity to focus on innovation and strategy.
What impact does GenAI have on customer experience?
The implementation of GenAI not only creates internal efficiencies but also improves customer interaction. “Customer experience is emerging as a core priority for GBS centers to drive customer loyalty and differentiate in a competitive market,” Deloitte notes in its report.
Artificial intelligence enables faster responses, service personalization, and 24/7 active support channels. This helps improve brand perception and generate long-term value.
What steps should companies take to successfully scale GenAI?
Based on the study’s findings, organizations aiming to scale the use of GenAI should consider the following strategic steps:
- Invest in robust data infrastructure, ensuring quality, governance, and real-time availability.
- Strengthen cybersecurity capabilities, as AI entails risks associated with the use of confidential information.
- Establish an ethical and technological governance framework to regulate the responsible use of generative models.
- Train personnel in digital skills, promoting a culture of tech adoption.
- Align GenAI objectives with business KPIs to ensure tangible return on investment.
These actions help artificial intelligence evolve from an isolated pilot to a lever of sustained value for the entire organization.
What conclusions does Deloitte’s GenAI report offer?
Deloitte’s report makes it clear that generative artificial intelligence is an essential component of the future of global business services. While many companies are already on the path, the true challenge lies in scaling these initiatives to impact the entire organization.
Success will depend not only on the technology, but also on how companies manage cultural change, talent development, and data architecture. As the study concludes, “Generating value through GenAI requires deliberate and strategic investment in technology, processes, and people.”
