HFS Horizons Report

Generative Enterprise™
Services, 2023
October 2023

AUTHORS:

Phil Fersht, CEO and Chief Analyst
David Cushman, Executive Research Leader
Niti Jhunjhunwala,
SeniorAnalyst© 2023 | HFS
Research

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Generative Enterprise™ Services, 2023 | 1

“People are excited by the potential impact of GenAIon their lives—both their work and their personal
experiences. They want to know how they can bebetter than they are and how to make others aroundthem better. They want to know how to keep enriching
their experiences because of the promise of GenAI.

Phil Fersht
CEO and Chief Analyst, HFS Research© 2023 | HFS Research

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Contents

Page
1

Introduction, the HFS value chain, and market dynamics

42

Research methodology

21

3

Demographics and customer and partner data

27

4

Horizons results: Generative Enterprise™ services, 2023

33

5

Cognizant profile: Generative Enterprise™ services, 2023

38

6Further reading

40

7

HFS Research authors

44© 2023 | HFS Research

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1© 2023 | HFS Research

Introduction, the HFS value chain,and market dynamics

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Introduction• This HFS Horizons: Generative Enterprise™ Services, 2023 report is the industry’s
first competitive analysis of professional services firms and the value they create withenterprise clients adopting and experimenting with generative AI (GenAI)
technologies.
• HFS’ Generative Enterprise™ articulates the pursuit of AI technologies based on large
language models (LLMs) like ChatGPT and GPT-4 to reap huge business benefits fororganizations in terms of continuously generating new ideas, redefining how work gets
done, and disrupting business models steeped in decades of antiquated process andtechnology.
• The report examines and assesses 35 service providers. Our research evaluates theproviders’ capabilities to understand the Why, What, How, and So What of their
Generative Enterprise services offerings.
• This report also includes detailed profiles of each service provider, outlining theirprovider facts, strengths, and development opportunities.
• We based this Horizons research on briefings from each of the participants along withpublicly available announcements, datapoints, and case studies. We began with anopen call for participation, resulting in unprecedented participation levels. We
requested each participant to provide customer and partner references, and we haveused their responses and supplementary customer reference data to ensure the voiceof the customer impacts the outcomes. Where a service provider chose not to brief us,
we created profiles and scores from publicly available announcements, case studies,data, and our regular conversations with leaders across functions and industries.

© 2023 | HFS Research

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Executive summary
1

The generative AI gold
rush is on in pursuit of a
$7 trillion prize

We’ve never seen a technology adopted so quickly. Generative AI’s (GenAI) poster child, ChatGPT, reached 100 million users in two months.
RPA took more than a decade to reach 15 million. Every boardroom is asking every CEO, “What are you doing with GenAI?” This bottom-up
and top-down demand and the promise of a $7 trillion prize has prompted a gold rush among service providers as they hurry to organize andclaim a piece of the action. In a matter of months, leading systems integrators and consultancies have conjured up new practices, divisions,platforms, and partnerships. They are scaling up, investing billions, training thousands of people, and recruiting thousands more—and thisjourney is only just beginning.

2

Point solutions dominate,
but this is not where wewill end up

Already, we are witnessing a rapid diversion of AI budgets to GenAI projects. On average, this stands at 41% across the enterprises surveyed
for this report, but we expect that to grow as enterprises move beyond their initial point solutions in POCs and pilots. Most are solving specifictasks. And as the next cycle of budget-making begins, we expect budgets to scale up to take GenAI deeper into end-to-end processes,
shaping new ways of working. The next step will be harder but more rewarding, and if it doesn’t happen, there are going to be a lot of red faces
among service provider leaders, many of whom have gone all-in on GenAI.

3

The disruption is coming
first and fastest to CX, EX,
and sales and marketing

As part of our research for this report, we asked enterprise leaders the functions they are prioritizing for the application of GenAI. Customer
experience (CX), employee experience (EX), and sales and marketing lead the way. This chimes with the case studies shared by service
providers. Transforming code has been touted as a leading use case by many service providers, and it features prominently in their own
internal use and in services they offer. But, in our own research, it has only appeared in around 10% of the cases studies we’ve seen. A key
thing to note regarding case studies to date is that many are proofs of concept and pilots, and few are coming with an ROI. At this stage indevelopment, most enterprises are happy to see softer measures such as time-to-serve, CSAT, or time-to-market.

4

Knowing the tech is one
thing; helping to transformwith it is quite another

Customers see a gap between how well their service providers deliver on tech implementation compared with their ability to transformbusiness. It’s an important gap as enterprises seek help on their journey to the Generative Enterprise beyond the initial point solutions.
Knowing the tech is one thing; helping transform ways of working because of the tech is another altogether. We think this gap will close as
many service providers are going all-in on GenAI, focusing on proving the effectiveness of applying GenAI to their own ways of working first.
The lessons they learn through self-transformation will give them the credentials to help enterprises shape their journeys.

5This revolution is
personal, and you need toget down and dirty with it

Using GenAI tools is where your personal experience and understanding begin. This is your due diligence. The journey to the HFS Research
Generative Enterprise is not easy, but it starts with your understanding. Leaders need to develop their GenAI muscle memory to begin seeing
the future through today's technology rather than persisting with a view constructed on their experience and knowledge of the technology ofthe past.

© 2023 | HFS Research

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The new S-curve
An inflection point for
the IT and businessservices industry• The Generative Enterprise inspires a new S-curve of value creation for the IT andbusiness services industry. Traditional outsourced service areas are likely to lose
momentum in favor of AI-led, data-driven services focused on driving growth andsustaining trust. Successful relationships cannot be effort-driven; they must be
performance- and purpose-driven. Hybrid pricing with baked-in innovation funds willbe critical to prove value. (see page 9)• The GenAI gold rush is on: Leading IT and business services firms made 50+ GenAIrelated announcements in just two months early in 2023. The primary focus of thesewas on expanding hyperscaler partnerships. (see page 10)• The Generative Enterprise and its widespread application of GenAI and other forms of
AI can successfully manage the Digital Dichotomy, balancing the macroeconomic
Slowdown with the Big Hurry to innovate. (see page 15)• Data and AI are like the stars of two galaxies colliding—the impact will destroy andcreate at an alarming rate. Without quality data, the benefits of AI will not scale, and toscale to the ecosystem, the data accessed will need to be increasingly private innature. (see page 16)• Stages of GenAI value creation for enterprises will be based on the nature of theirdata and the maturity of their technology. The impact of GenAI goes beyond
productivity. (see pages 17-18)• Roles GenAI will impact go beyond rote tasks, disrupting creativity and ideation.
• The road ahead is not easy. Page 20 lists 10 challenges every enterprise must
consider.

© 2023 | HFS Research

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Enterprises expect EX, CX, innovation, and productivity wins
Q: How do you expect GenAI to impact company business economics over the next 12-18 months?

56%

53%
49%

48%
40%
36%

18%

Employeeexperiences will
improve

Innovation
velocity will
increase

Customerexperiences will
improve

Overall
productivity will
increase

Cost will
decrease

Revenue will
increase

Market valuationor share price will
increase

Sample: October 2023, 104 enterprises actively exploring and deploying GenAI across the Global 2000
Source: HFS Research, 2023
© 2023 | HFS Research

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The Generative Enterprise inspires a new S-curve of value creation
The Generative Enterprise™
(AI driven)

Value creation

The IT and business services industry
is at an inflection point of jumping to a
new S-curve of value creation

Generative AI
ML
Process
mining
IDP

The global enterprise(people driven)

RPA
Tech
augmentation

DevOpsLean andSix Sigma
Nearshoring
Centralization andstandardization

Offshoring

1995

2000

2005

• Additional 30%–70%
productivity on operational
IT and business scope• Autonomous, data-driven
decision making andexception processing• Inclusion of creative
activities enabling
enterprise-wide end-toend scope

Anywhere shoring• Operational scope• IT infrastructure, ADM, contact center, andtransaction processing• 30%+ arbitrage-driven, upfront productivity• 5%–10% year-over-year continuous improvements• Improved business outcomes

2010

2015

2020

2025

Time

© 2023 | HFS Research

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End consumers’ ultra-rapid adoption of GenAI technologies drives
business-to-business adoption
Road to 100 million users for various platforms
Threads

5 daysChatGPT

2 months

TikTok9 months

Number of users over time (RPA versus ChatGPT)

RPA users

ChatGPT users

Second-fastest ever to reach 100 million users
100M+

YoutubeInstagram

The pressure is on enterprise leaders to join the GenAI rush.
That pressure comes from shareholders and boardrooms, butthere is also bottom-up pressure as millions of employees now
have a taste of what AI can do for them through the accesspoint of ChatGPT and other consumer-facing applications.

1.5 years
2.5 years

Facebook

4.5 years

Twitter

5 years~15M

11 years

Spotify

18 years

Netflix
0months50
months100
months150
months200
months250
months

2012

2022

2023

Source: Publicly available information, HFS estimates© 2023 | HFS Research

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Rapid consumer adoption makes GenAI a different disruption
Q: GenAI is drastically different from other recent technological disruptions (e.g., RPA, blockchain, metaverse, NFTs) because…

Strongly agree

Agree

DisagreeStrongly disagree

Rapid consumer adoption will drive B2B adoption

59%

41%

It democratizes innovation because billions of us canaccess it

58%

42%

It does not require huge up-front investments in
exchange for a relatively quick ROI

It is easy to use without special skills or training

38%

26%

48%

61%

14%

13%

Sample: October 2023, 104 enterprises actively exploring and deploying GenAI across the Global 2000
Source: HFS Research, 2023
© 2023 | HFS Research

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Enterprise-grade and governed GenAI can transform the services that
IT and business services can provide in this healthcare example
Near termLonger term

Health insurance value chain

Underwriting andproduct

Sales and marketingand member
management• Optimized benefits
design• Dynamic, real-world,
data-driven actuaries

Provide data andnetwork management• Personalized
providermanagement

Care and medical
management

Claims andmember services

Complianceand billing• Chronic disease
management• Care based on acuity
and resource
availability• Targeted service forunder-served
communities• Multi-modal services
for members andproviders• Provider appeals
management• Intuitive complianceplanning andadherence

Healthcare provider value chain

Referrals andconsultations• Enhanced diagnosis
accuracy© 2023 | HFS ResearchPre-authorizations
and admissions

Ambulatory
and acute care

Post-acute careand rehabilitation

Patient services andclaims management

Compliance andnetwork management• Customized medical
report• Personalized
treatment plans• Enhanced surgicalplanning and practice• Personalized postacute-care support• Care based onacuity and resource
availability• Multi-modal services
for patients• Utilization reviews andappeals interactions
with health plans• Intuitive complianceplanning andadherenceExcerpt for Cognizant

Generative Enterprise™ Services, 2023 | 12

Leaders expect customer ops to create very high value in next
18 months
Q: Select the top three business functions where GenAI will create very high value over the next 12-18 months.

Customer service, call center, or customer care

47%

Sales or business development

43%

Strategy setting (what to do) and implementation (how to get there)41%

Supply chain

33%

Information technology

26%

Marketing, market research, communications, or PR

24%

Finance, accounting, treasury, or internal audit

23%

Manufacturing, production, operations, or service delivery

23%

R&D or new product and service development

16%

Sourcing and procurement

9%

Human resources, personnel, or benefits administration

9%

Legal, compliance, or regulatory affairs

6%

Sample: October 2023, 104 enterprises actively exploring and deploying GenAI across the Global 2000
Source: HFS Research, 2023
© 2023 | HFS Research

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Top three essential—yet lacking—skills for success in GenAI
Q: Select the top three skills workers need to succeed, but lack, when using GenAI in the next 12-18 months.

Problem solving

47%

Adaptability

42%

Critical thinking

36%

Communication and collaboration

35%

Understanding basic AI concepts

34%

Data security and privacy awareness31%

Ethical awareness28%

Data science, literacy in data analysis and visualization

22%

Domain knowledge (e.g., healthcare, finance, gaming)
Development skills (e.g., software or prompt engineering)

20%
6%

Sample: October 2023, 104 enterprises actively exploring and deploying GenAI across the Global 2000
Source: HFS Research, 2023
© 2023 | HFS Research

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The Generative Enterprise can successfully manage the Digital Dichotomy,
balancing the macroeconomic Slowdown with the Big Hurry to innovate

Cost savings are important but
no longer sufficient to keep
most leaders in their jobs.
Minimizing costs to a desired
level is one ceiling ofachievement, but ambitious
enterprise C-suites must keep
striving for new sources ofvalue to stay competitive.
Investment in Generative
Enterprise opportunities offers
the chance to bridge the gap.

The Slowdown

The Big Hurry••

Functional digital is
Horizon 1. It is essential
for survival.

•

Enterprises realize thedire need to achieve their
OneOffice™.

•

Horizon 3, driven by
OneEcosystem™,
unfolds right before our
eyes.

•

The case for building a
Generative Enterprise™
is stronger than ever.

Enterprises facemultiplemacroeconomic
headwinds andchallenges assaulting
their strategic goals.

•

IT and operational
budgets are tightening.

•

The talent crunch will
not improve unless wefind a hidden continent
under the ocean!

Boththingsare true

Savings

Investments
Generative Enterprise™

© 2023 | HFS Research

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Access to increasingly private data sets holds the key to redefining
ecosystems, ways of working, and the value delivered

Privateindividual

Trust between data owners willcontrol the value that maturing
GenAI and AI will deliver

Horizon 3:
OneEcosystem™

Redefine ecosystems and change
ways of working

Data sources+
Horizon 2:
OneOffice™

Privateenterprise

Optimize enterprise value chains to drive
superior experience+

PublicHorizon 1:
Functional digital

Many components parts© 2023 | HFS Research

Additional productivity in operational IT
and business scope

Generative AI maturity(Text, speech, image, code, video)
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Singular—sum of the parts

Generative Enterprise™ Services, 2023 | 16

GenAI could impact more than just productivity
HFS Enterprise Innovation Framework

9%

Horizon 2: OneOffice™
End-to-end organizational alignment
across front, middle, and back offices todrive unmatched stakeholder experience

44%
29%

63%

Horizon 1: Functional digital
Digitally optimized processes to drive
superior business outcomes

29%

Horizon 3: OneEcosystem

VA L U E A S P I R AT I O N

Collaboration across multiple organizations
with common objectives around driving
completely new sources of value

27%

EXPERIENTIAL

Horizon 3: OneEcosystem™

EXPONENTIAL

Expected innovation focus in 2 years

LINEARNETWORKENTERPRISE
FUNCTIONAL

I N N O VAT I O N S C O P E

Current innovation focus

Impact of GenAI across the three Horizons ofenterprise innovation

Horizon 2: OneOffice
Optimize enterprise value chains to drive superior experience• Integration of generative AI with traditional analytical AI and its application
across the value chain• Autonomous data-driven decision making and exception processing• Inclusion of creative activities enabling enterprise-wide end-to-end scope

Horizon 1: Functional digital
Additional 30%–70% productivity in operational IT and business scope• Helpdesk operations (IT, employee, vendor, customer)• Software development life cycle (coding, testing)• Cybersecurity (threat hunting)
New offerings to build, deploy, and manage large language models

Sample: 602 executives across Global 2000 enterprises
Source: HFS Research, 2022
© 2023 | HFS Research

Redefine ecosystems and change ways of working• Exploit generative AI for competitive advantages and to potentially open
new revenue streams• GenAI is embedded into daily lives of consumers to influence and drive
the way we live, work, and interact

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The role of data, OneOffice, and OneEcosystem in how GenAI will
impact the enterprise beyond productivity
Horizon 2: OneOffice™

Horizon 1: Functional digital

Nature ofdataStage 1: Dots
Point solutions

Stage 2: Lines
Process solutions

Stage 3: Circles
Enterprise solutions

Stage 4: Venns
Industry solutions

Publicly available + Private
enterprise data

Underlying
technology

Modular generative AI(e.g., individual use cases acrosstext, speech, image, code, video)

Singular generative AI(e.g., integrated use cases across text,
speech, image, code, video)

GenAI integrated with other technologies(e.g., blockchain, quantum)

Stakeholders

Publicly available + Private(enterprise + individual) dataIT

IT + businessIT + business + strategy

Type ofimpactPublicly available data

Horizon 3: OneEcosystem™

Productivity from point solutions• Helpdesk operations (IT,employee, vendor, customer)• Software development life cycle(coding, testing)

Productivity from creative activities(e.g., writing, arts, visuals)© 2023 | HFS Research•••

Optimize enterprise value chains todrive superior experience
Autonomous data-driven decisionmaking and exception processing
Exploit GenAI for competitive
advantages and potentially to open
new revenue streams

Excerpt for Cognizant• Redefine ecosystems and change
ways of working• GenAI is embedded into daily livesof consumers to influence and drive
the way we live, work, and interact

Generative Enterprise™ Services, 2023 | 18

An entire ecosystem around GenAI is unfolding right before our eyes
Apps
Consumer uses

Enterprise stack

Industry verticals
Law firms

Entertainment

Generalproductivity
General andadministrative

Productivity

Enterprise applications

Creative
HealthSales andcustomer support

DefenseMarketing

Agriculture
and climate

EPD, IT, security

Construction

Other

Infrastructure
Deploy and monitor

Train and fine-tune models

Use open-source models and frameworks

Store and compute
Label and process data

Full-stack large language models

HardwareData warehouses or lakehouses

Cloud service providers(etc.)

Source: HFS Research, Sequoia, 2023
© 2023 | HFS Research

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The enterprise journey may be uncomfortable—10 reasons why“

1.

While the promise of GenAI for
enterprises is immense, it is too early tocelebrate. I think this is not a slam dunk,
and it will be an uncomfortable journey.
Doing nothing is not the answer, but we needto embrace it with our eyes wide open!

Saurabh Gupta
President, Research and advisory© 2023 | HFS Research

Most GenAI examples are not enterprise-centric, and only ahandful of projects have reached production.
2. There is an arms race to build our foundational models with the
crazy influx of capital. If the bubble bursts, the technology willbe blamed.
3. More power is getting concentrated with hyperscalers.
Enterprises are already frustrated with the oligopoly.
4. A brand-new ecosystem including Nvidia, Databricks, and startups is emerging. Enterprises don’t know how to navigate this.
5. Governance and integration will be key. Most data privacy laws
are trying to block a black-box approach. Major legislation islooming, including the US AI Bill of Rights and the EU AI liability
directive. Litigation is kicking in.
6. The FTC has opened an investigation into ChatGPT-maker
OpenAI over potential harm it could cause and the company’s
security practices.
7. Most GenAI use cases use public data. Getting enterprises toshare private data will be challenging.
8. The singular focus on productivity is misleading.
9. Technology is continuing to evolve very rapidly, but enterprises
are still struggling to adopt cloud!
10. The debate around AI’s carbon footprint is just getting started.
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2
© 2023 | HFS Research

Research methodology

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Service providers covered in this report

Note: All service providers are listed alphabetically© 2023 | HFS Research

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Generative Enterprise services value chain (scope of services)
Training andeducation

Innovation

Consulting

Engineering• C-suite education• Employee education• Employee training• Workshops• Hackathons• Introduction to technology
and interfaces• Prompt training• Centers of excellence• Labs• Use case generation• Build pilots, proofs ofconcept• Build production
environments• Rapid iterative design• Build and test large
language models• Identify ecosystem partners• Drive co-creation withecosystem partners• Policies and procedures• Privacy and security• Use case validation• Process redesign• Technology choices• Vendor relationshipmanagement• Technology selection andvalidation• Governance• Compliance• Data strategy• Data engineering• Data analytics• Large language model build• Prompt engineering• Retrieval augmented
generation (RAG)• Fine-tuning© 2023 | HFS Research

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Technology
management• Ongoing technology
innovations• Platform implementation• Platform management• Ecosystem management

Organizationalchange• Change management• Function redesign• Help enterprises
understand the data,processes, andinteractions to drive
functional optimization• Help enterprises break
down the silos ofdata across the enterprise,
continuously find patterns,
and maintain robust
governance across all
decision points• Enable the OneOffice tosignificantly improve
decision making andstakeholder experience• Ability to completely
redefine how work is done(e.g., 30%-70% additional
productivity, autonomous
data-driven decision
making, and the inclusion ofcreative activities, enabling
enterprise-wide end-to-end
scope)

Generative Enterprise™ Services, 2023 | 23

The emerging Generative Enterprise technology ecosystem consistsof many suppliers unknown to the enterprise a year ago
Apps

ModelsInfrastructure

Apps (text, code generation, speech, image, video, 3D models, audio, and music)
End-user-facing B2B and B2C applications without proprietary models
Examples: Jasper.ai, GitHub Copilot, Replit, Pictory.ai,
End-to-end apps
End-user-facing applications
with proprietary models
Examples: ChatGPT, Google
Workspace, DALL·E,
Midjourney, Runway

Closed-source foundation models
Large-scale, pre-trained models exposed
via APIs

Examples: GPT-3 and GPT-4 (OpenAI),
PaLM and LaMDa (Google), LLaMA andGalactica (Meta), Chinchilla AI (DeepMind),
Megatron-Turing NLG (Nvidia)

Model hubs
Platforms to share and host models
Examples: Hugging Face, Replicate
Open-source foundation models
Models released as trained weights
Examples: Stable Diffusion (Stability)

Cloud and data platforms: Examples: AWS, GCP, Azure, Databricks, Coreweave
Compute hardware: Accelerator chips optimized for model training and inference workloads. Examples: GPUs (Nvidia), TPUs (Google)
Source: Andreessen Horowitz (known as "a16z") and HFS Research© 2023 | HFS Research

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Sources of data
This report relied on a myriad of data sources to support our
methodology and help us obtain a well-rounded perspective on
Generative Enterprise service providers in our study. Sources are as
follows:

RFIs and briefings

Reference checks

HFS vendor ratings

Other data sources

Each participating vendor
completed a detailed RFI.

We conducted reference
checks with 30+ active clientsof the study participants and40+ active partners via phonebased interviews and detailed
surveys.

Each year, HFS fields multiple
demand-side surveys in which we
include detailed vendor rating
questions.

Public information such aspress releases, websites, etc.

HFS conducted briefings withexecutives from most vendors.

© 2023 | HFS Research

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Ongoing interactions,briefings, virtual events,
etc., with in-scope vendors
and their clients and partners.

Generative Enterprise™ Services, 2023 | 25

Assessment methodology
The HFS Horizons: Generative Enterprise Services, 2023 report evaluates the capabilities of providers to understand the Why, What, How, and So What of their Generative
Enterprise services offering. Our assessment is based on inputs from clients and partners and augmented with analyst perspectives.
Distinguishing supplier characteristics
Assessment dimension Assessment sub-dimensions (Briefing questions)

Horizon 1 service providers Horizon 2 service providers

Value proposition:
The Why?

•(25%)

How does your firm define the value of AI for your clients?
What is your firm’s point of view on GenAI in terms of value creation potential? What will be theimpact of GenAI for 1) clients and 2) your own firm?
Why should enterprises choose you for their Generative Enterprise journey as described by HFS?
What makes you different or stand out?

Execution andinnovation capabilities:
The What?
(25%)•

Please describe your AI-driven offering(s)? What industries and use cases are you
targeting? Which of these are in production versus pilots?
What is your technology roadmap for GenAI? Describe any proprietary IP, frameworks, tools,
solutions, and accelerators that you have. Please share your current client experiences with GenAI.

•

Help enterprises
understand the data,processes, andinteractions needed todrive functional
optimization•••

Strong machine learning•
capabilities•
Typically offshore- ocusedwith strong technical skills•

What other technologies (e.g., cloud, Web3, automation, metaverse) are important to deliver on
the promise of AI?

••

Please describe the current strength of your trained resources on AI technologies? How is thisexpected to change in the next two years?
Go-to-market strategy:
The How?

How are you organized internally to develop your AI offerings and capabilities?

(25%)

How are you making sure the use of AI is responsible and ethical?

Horizon 3 service providers

Horizon 1+•
Ability to help enterprises break down data•silos across the enterprise, continuously findpatterns, and maintain robust governanceacross all decision points
Enabling the OneOffice to significantly
improve decision making, driving unmatchedstakeholder experience

Horizon 2+
Ability to completely redefine how work getsdone (e.g., 30%-70% additional productivity,
autonomous data-driven decision making,inclusion of creative activities enabling
enterprise-wide end-to-end scope)

Horizon 1+
Strong machine learning, deep learning,
natural language processing, and computer
vision capabilities
Offshore and nearshore capabilities withboth technical and consulting skills
Alliances with AI technology leaders
Market ready AI-driven proprietary tools,
assets, and frameworks••

Horizon 2+
Strong GenAI, LLMs, use cases, andcapabilities
Deep partnerships, including joint IP creation
with AI technology leaders
Strong frameworks for responsible andethical AI
Well-rounded capabilities across all value
creation levers: talent, domain, technology,
data, and change management.

•
•
•

•

Primarily effort-based
relationships••

Horizon 1+
Increasing number of performance-based
relationships in the portfolio

•
•
•
•

Horizon 2+
Driving co-creation with ecosystem partners
Strong investments in GenAI
Evidence of purpose-based (co-creation)
partnerships with clients in addition toincreasing number of performance-based
relationships in the portfolio•

Recognized as strong
implementation vendors
Referenceable andsatisfied clients for ability
to execute•••

Horizon 1+•
Recognized as strategic partners by clients•
Referenceable and satisfied clients for ability •to execute and innovate

Horizon 2 +Recognized as thought leaders by clients
Referenceable and satisfied clients driving
new business models with partnerships

Where are your main AI-related investments? (e.g., IP, partnerships, training, M&A)

Please describe your commercial model for AI offerings. Include the approximate percentage ofeffort-based (e.g., FTE-based, T&M), performance-based (e.g., gain-sharing, innovation funds),
and purpose-based (e.g., co-creation with clients) in your portfolio. How do you expect it to change
in the next two years?
Please describe your AI ecosystem of partners. How do you plan to augment it for GenAI?
Market impact:
The So What?

How are you organized to develop your Generative Enterprise offerings and capabilities—
centralized, regional, or by vertical?

(25%)

Please share client experiences with Generative Enterprise.
Voice of the customer© 2023 | HFS Research•

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Generative Enterprise™ Services, 2023 | 26

3
© 2023 | HFS Research

Demographics and customer
and partner data

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Generative Enterprise™ Services, 2023 | 27

The average shift in spending from AI to GenAI is already 41%• We surveyed customer references provided by service providers to understand their current investments. GenAI budgets
have primarily been carved out of AI budgets in 2023, and project scale remains small.
• Among enterprises surveyed, the average number of people involved in AI projects was just less than 20.
• The average amount of money spent on third parties to get projects done was about $560,000.
Proportion of AI spending shifted to GenAI since 2023
81%-100%

Weighted average of spendingthat switched from AI to GenAI

0%-20%

41%

61%-80%41%-60%21%-40%Sample: 31 customer references provided as part of the survey for this report
Source: HFS Research, 2023
© 2023 | HFS Research

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Service providers deliver on tech—less so on business change
Customer view: Gap between tech and transformation capabilities
Provider capabilities
Customer ratings of service providers—average out of 10

Ability to transform businessbeyond tech implementation

Tech implementation

We asked 31 customer references to score their
Generative Enterprise service providers on ascale of 1 to 10.
8.5

8.9

• Customers see a gap between how well theirservice providers deliver on tech
implementation and their ability to transformbusiness.
• Enterprises want this gap filled as they seek
help on their journey to the Generative
Enterprise. Knowing the tech is one thing;helping transform ways of working because of
the tech is another altogether.

Sample: 31 customer references provided as part of the survey for this report
Source: HFS Research, 2023
© 2023 | HFS Research

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Partners see service providers through rose-tinted glasses
Customer view of what service providers best deliver
Provider capabilities
Customer ratings of service providers—average out of 10• Partners think the service providers theywork with are doing a much better job
than customers give them credit for.

Understanding GPT-4 or similar
Leveraging AI to redefine how work gets done
Enabling alignment across front, middle, and back office• For example, customers score service
providers an average of 8.4/10 for theircapabilities in helping them understandGPT-4 (and similar next iterations) of
GenAI. Partners score them close to
9/10.

8.4
7.8
7.7

Driving digital transformation

8.2• There’s a gap across the fourparameters we asked partners andcustomers to rate, indicating the need forservice providers to question how wellthey are doing from the customers’ pointof view.

Partner view of what service providers best deliver
Provider capabilities
Partner ratings of service providers—average out of 10
Helping clients understand GPT-4 or similar

8.9

Leveraging AI to redefine how work gets done

9.1

Enabling alignment across front, middle, and back office

8.7

Digital transformation

9.3• The starkest example is the gap between
views on how well service providers are
helping clients leverage AI to redefine
how work gets done. This gap reiterates
the gap customers identify between
capabilities in tech implementation andthe ability to drive change (shown on theprevious slide).

Sample: 47 GenAI partners and 31 customer references provided as part of the survey for this report
Source: HFS Research, 2023
© 2023 | HFS Research

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Partners and customers call out service provider talent issue
Customer ratings of service providers for delivery capabilities
Provider capabilities
Customer ratings of service providers—average out of 10
Creative commercial models
Use of AI-specific partners
Attracting and retaining talent
Breadth and depth of industry-specific AI offerings
Identifiable investments in AI-related business and capabilities
Development of intellectual property or R&D
Co-innovation with clients and partners
Geographic coverage
Quality of service delivery
Expertise in AI
Use of best-of-breed partner technologies

8.3
8.4
8.4
8.5
8.5
8.6
8.7
8.8
8.8
8.8
8.8

Partner ratings of their service provider partners
Provider capabilities
Partner ratings of service providers—average out of 10
Creative commercial models

9.1

Co-innovation with clients and partners

9.3

Use of best-available partner technologies

9.3

Development of IP and R&D•

Again, partners are happier toslap the backs of their service
provider colleagues than service
provider customers are.

•Partners and customers scoreservice providers relatively low
on attracting and retaining
talent. It’s a talent war out there!

•

Partners and customers wantmore creativity when it comes tocommercial models. GenAI
lends itself to outcome models,
but we aren’t seeing the data
reflect that yet.

9.1

Geographic coverage

9.5

Attracting and retaining talent

8.8

Quality of delivery

9.2

Sample: 47 GenAI partners and 31 customer references provided as part of the survey for this report
Source: HFS Research, 2023
© 2023 | HFS Research

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Generative Enterprise™ Services, 2023 | 31

Survey demographics (enterprise customer respondents)
Customer geographic split

Primary focus of current role

North America

DigitalEuropeSoftware engineering

Asia PacificArchitecture

United Kingdom

Data

Latin America

Infrastructure

India

Cybersecurity

Australia or New Zealand

Other

Business or IT focus

IT

Business

Other

Sample: 31 customer references provided as part of the survey for this report
Source: HFS Research, 2023
© 2023 | HFS Research

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Generative Enterprise™ Services, 2023 | 32

4
© 2023 | HFS Research

Horizons results:
Generative Enterprise™
services, 2023

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Generative Enterprise™ Services, 2023 | 33

HFS Horizons—summary of Generative Enterprise service providers
assessed in this report (1/2)
Providers(alphabetical order)

HFS point of view

Providers(alphabetical order)

HFS point of view

Accenture$3 billion investment to apply GenAI and AI to industry’s
toughest challenges

Deloitte

Value-led approach to integrating GenAI into AI strategy

AkkodisA data and ROI governance focus to drive innovation

EvidenAccelerating the GenAI journey with AI and cloud

AmdocsTaking GenAI deep into telco

EXL

Data, AI, and domain chops for a vertical GenAI
approach

Ascendion

Becoming a Generative Enterprise to help clients
become Generative Enterprises

EY

Re-thinking how the enterprise works through AI and
GenAI

Bain

Helping enterprise leaders understand GenAI disruption
to augment with it

Genpact

Targeting the shift to outcome-driven processes

Brillio

Quick start with vertical solutions and outcome-based
pricing

HCLTechData-focused, experienced early adopter of all things AI

Capgemini

Converting GenAI delivery experience into services for
CX, strategy, software, and data privacy

Hitachi Vantara

Relatively slow starters must now prove consideredapproach will pay off with rapid market traction

Cigniti

Pushing back against the hype of GenAI with an
expectation-setting reality stick

IBM

Serious AI chops show the way to the Generative
Enterprise

CiklumAgile engineering chops to get GenAI out of the blocks
fast

Infosys

Navigating from digital to an AI-first core infused with
GenAI

Cognizant

Enabling human-machine creative collaboration

KPMG

Balancing and managing the GenAI risks and rewards© 2023 | HFS Research

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Generative Enterprise™ Services, 2023 | 34

HFS Horizons—summary of Generative Enterprise service providers
assessed in this report (2/2)
Providers(alphabetical order)

HFS point of view

Providers(alphabetical order)

HFS point of view

LTIMindtree

Platform approach with prompts, ethics, and othercontrols to de-risk GenAI

Sutherland

GenAI is just a tool to deliver better customer outcomes

MovateHelping customers learn the value of GenAI in CX

TaskUsDeep LLM know-how focused on multiple CX cases

MphasisListening and responding to clients’ needs in customer
service, developer productivity, and service desktransformation

TCS

Applying GenAI to level-up employees across theenterprise

NTT Data

Embedded GenAI—beyond innovation fortransformation

Tech Mahindra

Use-case-focused guidance for experimentation

Persistent

Data-led GenAI engineering expertise prepares the way
ahead

UST

Credible GenAI solutions built to keep bias out

Publicis Sapient

GenAI walks hand in hand with digital business
transformation for CX and EX

Wipro

Building digital-era AI-first intelligent enterprises

WNS

Reduced-risk domain-focused GenAI throughco-creation and outcome pricing

PwC
SonataRegulatory know-how to de-risk GenAI investments
Responsible-first approach focused on governance© 2023 | HFS Research

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Generative Enterprise™ Services, 2023 | 35

AI improves humandecision making

HORIZON 1 – Disruptors

AI drives predictivefunctional insights© 2023 | HFS Research

I N N O VAT I O N S C O P E

VA L U E A S P I R AT I O N

AI generates new
ideas to redefine
how work gets done

OneOffice™

HORIZON 2 – Enterprise Innovators

Generative
Enterprise™

HORIZON 3 – Market Leaders

DigitalHFS Horizons for Generative Enterprise Services, 2023

Excerpt for Cognizant

Horizon 3 market leaders enable the Generative Enterprise by leveraging AI to generate new ideas to redefine how
work gets done
Horizon 3 service providers demonstrate• Horizon 2 +• Strong GenAI and LLM models, use cases, and capabilities• Ability to completely redefine how works done (e.g., 30%-70% additional productivity, autonomous data-driven decision
making, inclusion of creative activities enabling enterprise-wide end-to-end scope)• Strong frameworks for responsible and ethical AI• Driving co-creation with ecosystem partners• Well-rounded capabilities across all value creation levers: talent, domain, technology, data, and change management• Deep partnerships including joint IP creation with AI technology leaders• Strong investments in Generative AI• Evidence of purpose-based (co-creation) partnerships with clients in addition to increasing number of performance-based
relationships in the portfolio• Recognized as thought leaders by clients• Referenceable and satisfied clients driving new business models with partnerships

Horizon 2 enterprise innovators enable the OneOffice by leveraging AI to improve decision making and driving
unmatched stakeholder experience
Horizon 2 service providers demonstrate• Horizon 1 +• Strong ML, deep learning, natural language processing, and computer vision capabilities• Ability to help enterprises break down the silos of data across the enterprise, continuously find patterns, and maintainrobust governance across all decision points• Enabling the OneOffice to significantly improve decision making driving unmatched stakeholder experience• Increasing number of performance-based relationships in the portfolio• Market ready AI-driven proprietary tools, assets, and frameworks• Offshore and nearshore capabilities with both technical and consulting skills• Alliances with AI technology leaders• Recognized as strategic partners by clients• Referenceable and satisfied clients for ability to execute and innovate

Horizon 1 Disruptors drive digital transformation by leveraging AI to drive predictive functional insights
Horizon 1 service providers demonstrate• Strong ML capabilities• Help enterprises understand the data, processes, and interactions needed to drive functional optimization• Primarily effort-based relationships• Recognized as strong implementation vendors• Typically offshore-focused with strong technical skills• Referenceable and satisfied clients for ability to execute

Generative Enterprise™ Services, 2023 | 36

Digital

VA L U E A S P I R AT I O N

AI generates new
ideas to redefine
how work gets done

OneOffice™

I N N O VAT I O N S C O P E

HORIZON 1 – Disruptors

AI drives predictivefunctional insights

HORIZON 2 – Enterprise Innovators

Generative
Enterprise™

HORIZON 3 – Market Leaders

AI improves humandecision making

HFS Horizons for Generative Enterprise Services, 2023
Horizon 3 market leaders enable the Generative Enterprise by leveraging AI to generate new ideas to redefine how
work gets done
Horizon 3 service providers demonstrate• Horizon 2 +• Strong GenAI and LLM models, use cases, and capabilities• Ability to completely redefine how works done (e.g., 30%-70% additional productivity, autonomous data-driven decision
making, inclusion of creative activities enabling enterprise-wide end-to-end scope)• Strong frameworks for responsible and ethical AI• Driving co-creation with ecosystem partners• Well-rounded capabilities across all value creation levers: talent, domain, technology, data, and change management• Deep partnerships including joint IP creation with AI technology leaders• Strong investments in Generative AI• Evidence of purpose-based (co-creation) partnerships with clients in addition to increasing number of performance-based
relationships in the portfolio• Recognized as thought leaders by clients• Referenceable and satisfied clients driving new business models with partnerships

Horizon 2 enterprise innovators enable the OneOffice by leveraging AI to improve decision making and driving
unmatched stakeholder experience
Horizon 2 service providers demonstrate• Horizon 1 +• Strong ML, deep learning, natural language processing, and computer vision capabilities• Ability to help enterprises break down the silos of data across the enterprise, continuously find patterns, and maintainrobust governance across all decision points• Enabling the OneOffice to significantly improve decision making driving unmatched stakeholder experience• Increasing number of performance-based relationships in the portfolio• Market ready AI-driven proprietary tools, assets, and frameworks• Offshore and nearshore capabilities with both technical and consulting skills• Alliances with AI technology leaders• Recognized as strategic partners by clients• Referenceable and satisfied clients for ability to execute and innovate

Horizon 1 Disruptors drive digital transformation by leveraging AI to drive predictive functional insights
Horizon 1 service providers demonstrate• Strong ML capabilities• Help enterprises understand the data, processes, and interactions needed to drive functional optimization• Primarily effort-based relationships• Recognized as strong implementation vendors• Typically offshore-focused with strong technical skills• Referenceable and satisfied clients for ability to execute

Note: All service providers within a “Horizon” are listed alphabetically© 2023 | HFS Research

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Generative Enterprise™ Services, 2023 | 37

5
© 2023 | HFS Research

Cognizant profile:
Generative Enterprise™
services, 2023

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Generative Enterprise™ Services, 2023 | 38

Cognizant: Enabling human-machine creative collaboration
HORIZON 3 – Market Leader

HORIZON 2 – Enterprise Innovator

HORIZON 1 – Disruptor

Strengths

Development opportunities• Value proposition: Cognizant offers enterprise-ready GenAI technology and experience fusing AI
and software engineering to deliver creative human-machine collaboration.
• Growth proof points: Proof points include a $1 billion investment in scaling GenAI throughout thebusiness. The Neuro AI platform was the first of its kind to market,. It has 200 early client
engagements.
• Key differentiators: “Cognitive Architectures” blend GenAI with key technologies to deliver
experiences, processes, operations, knowledge, and engineering.
• Outcomes: The $800 million Gilead deal leverages GenAI. Case studies in production include
resolving a US insurance company’s customer queries with 97% accuracy.
• Customer kudos: Clients trust Cognizant. Its talent pool, knowledge of technology architecture,
partner ecosystem, and domain knowledge are key strengths.
• Partner kudos: Partners praise Cognizant’s dedication to co-innovation, commitment, flexibility,
global support model, competitive pricing, and vertical knowledge.

• What we’d like to see more of: Cognizant should leverage its
engineering creds and devops expertise to lead customers from thefocus on productivity toward the Generative Enterprise.
• What we’d like to see less of: Cognizant needs to work on its
messaging to stand out in a sea of me-too offers. Identifying as“your post-evangelist partner” could make sense.
• Customer critiques: Client experience with Cognizant automation
continues to focus on process automation. The newly createdEnterprise Automation practice should help address bringing
together business and IT.
• Partner critiques: Partners want Cognizant to focus on marketing,to improve the velocity of MSP services, enhance talent strategy,
and bolster onshore executive presence.

Key offerings

Mergers and acquisitions (2019 – 2023)

•
•
•
•
•

• AustinCSI: Digital transformation company specializing in enterprise cloud and data
analytics and advisory services (2022)• Servian: End-to-end digital transformation with data analytics and AI (2021)• Inawisdom: Data, AI, cloud, digital engineering, and IoT firm (2020)

Enhance CX: AI-powered conversational assistants to automate and raise CSAT
Empowered Workforce: Knowledge management and semantic search to unlock insightStreamline Ops: Streamline workflows for process improvement and productivity gains
Design and Engineering: Enhance developer productivity to improve quality and innovation
Process Orchestrator: Apply GenAI to optimize knowledge work tasks

Partnerships

Key clients

Relevant global operations and resources• Google, Microsoft, Amazon• Hugging Face, Sisense, OpenAI,
Domo, Dataiku, Moogsoft• Plainsight, VisualCiortex, Nvidia• ServiceNow, Automation
Anywhere, Blue Prism, UiPath• IBM, Adobe, Salesforce,
Databricks, Talend

Number of clients: 650+
Key clients• US-based investment and insurance company• US-based mutual insurance company• A leading pharma company• Global European bank
• Leading consumer goods company• AI-driven revenue: $1.1 billion - $1.3 billion (2023), 20%-25% growth (2024• 70+ patents and 100+ accelerators
estimate)• Neuro AI toolset for enterprise-grade AI• Headcount: AI specialists (15,000+), data scientists (1,250+), anticipatedincludes Cognitive architectures: Solution
additional GenAI-trained associates (25,000+)
design patterns for generative applications,data engineering, model orchestration,• Talent profile: Non-tech (20%), tech devs and experts (80%)
knowledge platforms, cloud and edge
• Headcount growth locations: All geographies, especially in US, UK, and India
solutions, responsible AI solutions, and• Targeted industries: BFSI, CMT, healthcare and life sciences, retail, MLEU
productivity accelerators across requirements,• AI labs: Current (3) San Francisco, London, Sydney; planned AI R&D planned
design, software, and ops(3) San Francisco, London, Bangalore© 2023 | HFS Research

Excerpt for Cognizant

Flagship internal IP

Generative Enterprise™ Services, 2023 | 39

6
© 2023 | HFS Research

Further reading

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Generative Enterprise™ Services, 2023 | 40

Primers, advice, and guidance for the new world of GenAIGenAI is very new to most enterprise leaders. In this report, you may read references to terms such as large language
models (LLM), fine-tuning, prompt engineering, and other language that has only recently broken out of the AI lab. The HFS
Points of View articles below provide primers and additional advice and guidance. Click each to read in full.

More to read© 2023 | HFS Research

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Generative Enterprise™ Services, 2023 | 41

Primers, advice, and guidance for new world of GenAI
Click each image below to read in full.

More to read© 2023 | HFS Research

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Generative Enterprise™ Services, 2023 | 42

You and your teams should be using GenAI daily
Click each image below to read in full. Click the image on the far right to try HFS’ LLM.

© 2023 | HFS Research

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Generative Enterprise™ Services, 2023 | 43

7
© 2023 | HFS Research

HFS Research authors

Excerpt for Cognizant

Generative Enterprise™ Services, 2023 | 44Phil Fersht, CEO and Chief Analyst, HFSPhil Fersht is widely recognized as the world's leading industry analyst focused on the reinvention ofbusiness operations to exploit technological innovations and the globalization of talent.
He identifies change agents that enable organizations to streamline digital operations, access rapid and critical data tobase decisions, and exploit the increasingly available global base of talent. He coined the term “Generative
Enterprise™” in 2023 to articulate the pursuit of AI technologies based on large language models (LLMs) and
ChatGPT to reap huge business benefits to organizations in terms of continuously generating new ideas, redefining
how work gets done, and disrupting business models steeped in decades of antiquated processes and technology.

He has a global reputation spanning more than two decades for calling out the big trends, being unafraid to share his honest views, anddriving a narrative on the technology and business services industries that shape many leadership decisions. His reputation drove him toestablish HFS Research in 2010, which has today grown into one of the leading industry analyst and advisory firms and the undisputed leader
in IT business services and process technologies research.
In 2012, he authored the first analyst report on robotic process automation (RPA), introducing this topic to the industry. He is widely
recognized as the pioneering analyst voice that created and inspired today's RPA and process AI industry. Fersht coined the term
"OneOffice™" in 2016 to describe HFS Research's vision for future business operations amidst the impact of cloud, automation, AI, anddisruptive digital business models. OneOffice is the foundation of the hybrid (virtual-physical) workforce, where automation and AI tools
augment the employees’ digital capabilities and the workplace becomes a plug-and-play, work-from-anywhere scenario. Silos between thefront, middle, and back offices are collapsed into a single office, where all employees are empowered and motivated by common outcomes
and common values.
Prior to founding HFS in 2010, Phil has held various analyst roles for Gartner (AMR) and IDC and was BPO Marketplace leader for Deloitte
Consulting across the United States. Over the past 20 years, Fersht has lived and worked in Europe, North America, and Asia, where he has
advised on hundreds of operations strategy, outsourcing, and global business services engagements.​© 2023 | HFS Research

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Generative Enterprise™ Services, 2023 | 45

David Cushman, Exec Research Leader, HFS
David leads our Emerging Technology Practice, tracking OneOffice™ and OneEcosystem™ enablers fromautomation and AI, data and design thinking, process orchestration, workflow, and intelligence, metaverse,
and Web3. He also engages in the impact of technology on how we work and on our employee experience.
David leads our HFS Hot Vendors program, too. Experienced in start-up, scale-up, and large-scale digitaltransformation programs, he has led digital development at the UK’s fastest-growing media company, founded andgrown digital consultancies across Europe and worked with world-class companies as a director in digital strategy
advisory at a tier-1 services provider.

He is the author of The 10 Principles of Open Business (Palgrave Macmillan, 2014), and he holds a joint honors degree in Philosophy andSociology from the University of Essex.
David lives in Cambridgeshire, UK, with his wife and daughter, and he enjoys reading, writing, traveling, and thinking (exploration of all kinds).
He embraces change and always seeks the learning opportunity. But, for all that, he has supported Leeds United Football Club since he wasseven years old. Some things just can't be unlearned.

© 2023 | HFS Research

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Generative Enterprise™ Services, 2023 | 46

HFS Research authors
Saurabh Gupta

Niti Jhunjhunwala

President, Research and advisory

Senior Analyst

saurabh.gupta@hfsresearch.com

niti@hfsresearch.com

Saurabh Gupta is President, Research and Advisory Services at HFS. He
sets the strategic research focus and agenda for HFS Research,understanding and predicting the needs of the industry and ensuring that
HFS maintains its position as the strongest impact thought leader forbusiness operations and services research. He oversees HFS' global
research function managing the global team of analysts and operations
across US, Europe, and Asia.

© 2023 | HFS Research

Niti is a senior analyst at HFS Research. She works on competitive
intelligence across IT and business process services. She joined us withmore than six years of experience in market research. She holds an MBA
degree specializing in Finance and Marketing and B.Tech in Information
Technology. She is based out of Kolkata. In her spare time, she loves
reading, travelling, and going for walks. On weekends she enjoys painting,spending time with her nephew and binge-watching series on Netflix.

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Generative Enterprise™ Services, 2023 | 47

About HFS
Insight. Inspiration. Impact.
HFS is a leading global research and analysis firm trusted at
the highest levels of executive leadership. Our mission is tohelp our clients tackle challenges, make bold moves, andbring big ideas to life by arming them with accurate, visionary,and thought-provoking insight into issues that impact theirbusiness.
Our analysts and strategists have deep, real-world experiencein the subjects they cover. They’re respected for their
independent, no-nonsense perspectives based on thoroughresearch, demand-side data, and personal engagements withindustry leaders.

www.hfsresearch.com@hfsresearch

We have one goal above all others: to propel you to success.
www.horsesforsources.com© 2023 | HFS Research

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