“Last year, Capgemini’s Top 5 Tech Trends notably predicted the rise of AI robotics, a vision that became reality both in the market and at Capgemini with the launch of our AI Robotics & Experiences Lab and current experimentation with Orano,” explains Pascal Brier, Chief Innovation Officer at Capgemini and Member of the Group Executive Committee. “As we look ahead to 2026, AI moves beyond experimentation and enters a phase of maturity. The upcoming year will see AI become the backbone of enterprise architecture, reshape software lifecycle development, and redefine cloud consumption. At the same time, enterprise systems are undergoing a fundamental shift toward intelligent operations, while tech sovereignty emerges as a strategic priority, driving organizations to build resilient interdependence.”

Technologies to watch in 2026:

1)      The year of truth for AI

AI is without doubt the defining technology of the decade, but the pace of investment has outstripped the speed at which organizations have deployed and extracted value from it. Taking stock of where some of their AI experimentations failed to deliver the expected outcomes, business leaders now understand that the issue didn’t come from the technology itself but from the business approach and methodology. Full-scale deployments will take time, and long-term value will not lie in isolated AI use cases but in enterprise-wide implementations. While the true growth phase begins, an AI ecosystem more rooted in operational value and enterprise architecture is emerging, starting with data foundations and infrastructure, and focusing on “Human-AI chemistry”. 2026 will be the moment to move from proof-of-concept to proof-of-impact, ensuring AI drives measurable outcomes, trust, and collaboration at scale, whilst laying the foundations for larger-scale transformation to follow.

Why it matters: The pace of AI development shows no signs of slowing down and the offer available on the market continues to grow. Meanwhile, after years of fragmented pilots, 2026 will be a year of meaningful advancement, where organizations are going to invest in data and AI readiness and more importantly in “Human-AI chemistry” – moving away from the hype to harness the transformative potential of AI.

2)      AI is eating software

Software has eaten the world, and now AI is eating software. AI is reshaping the software development lifecycle across industries, shifting from writing code to expressing intent. After years of automation and DevOps-driven acceleration, AI is increasingly generating and maintaining software parts. From now on, developers will specify outcomes while AI generates and maintains components, shortening delivery cycles and improving quality. But governance and oversight remain critical to prevent hallucinations, security gaps, and silent errors. This new era of “Rebuilding software” across the full value chain aligns with becoming an AI-Native Business, operating on adaptive platforms rather than static ones. This approach opens opportunities to build more adaptive, sovereign systems, reducing reliance on Software as a Service providers and enabling differentiation through tailored products at competitive price points.

Why it matters: In 2026, this shift will increasingly redefine roles, making human supervision and quality control essential for trust and resilience. Organizations will start rebuilding their applications and need to focus on reskilling their software development workforce in the near future. The new currency of expertise will instead lie in systems thinking, AI and agents orchestration, and managing complex, autonomous process and tool chains.

3)      Cloud 3.0: all flavors of cloud

Cloud is entering its next evolution, a phase where hybrid, private, multi-cloud and sovereign architectures are no longer niche, but fundamental to how AI runs at scale, to the point it is becoming the operational backbone for AI and agentic workloads. AI cannot scale and get the right performance on classical public cloud alone, pushing adoption of all other models of cloud. Indeed, agentic systems rely on scalable and low-latency infrastructures, with edge and cloud working as a single intelligent fabric. On top of that, large-scale outages and geopolitical pressures accelerate diversification and resilience strategies. While hybrid platforms will become mainstream, organizations will redesign architectures for performance, portability, sovereignty, and strategic autonomy to secure business continuity.

Why it matters: Cloud 3.0 will increase the possibilities for organizations to tailor their cloud consumption to their various requirements notably in terms of redundancy of assets, criticality and latency. At the same time however, while this may add resilience it could also bring complexity for them to manage, putting pressure on cloud providers to improve interoperability in their multi-vendor strategies. In the Cloud 3.0 era, organizations will need to ensure they are equipped with the right skills, agile governance and adaptive mindset that enable confident operations across diverse cloud environments.

4)      The rise of Intelligent Ops

Enterprise systems are evolving from static systems of record into living engines of intelligent operations – it’s a ‘Copernican Revolution[1]’ where processes become the focus, instead of being bolted-on applications. With the promises of agentic systems, businesses have the opportunity to rethink and redesign their business processes to make them self-improving, adaptable and agile. Companies are now looking to orchestrate entire processes, not isolated steps, to run connected operations that break silos to create integrated value chains and enable organization-wide optimization. AI agents embedded in core processes are starting to monitor activity, optimize execution, resolve exceptions, and orchestrate workflows across finance, supply chain, HR, and customer service. Automation will shift to Human-AI co-steering, where AI proposes and executes while humans supervise and govern. Oversight will become a design principle to ensure trust and resilience. Intelligent operations will enable businesses to move from reactive to proactive, reducing inefficiencies and improving agility. Apps and operations will continuously evolve instead of remaining static, predefined, or manually maintained.

Why it matters: In 2026, organizations will move from pilots to first production levels, from fragmented automation to end-to-end value chains, but success will depend on ensuring the reliability and scalability of AI agents and the effectiveness of the Human-AI chemistry.

5)      The borderless paradox of tech sovereignty

Amid geopolitical uncertainty, tech sovereignty has moved from a policy concept to a strategic priority. Nations and enterprises now seek control over critical technologies in a world that remains deeply interconnected. The result is a new paradox: sovereignty is no longer defined by isolation, but by resilient interdependence. Since full tech autonomy does not exist, organizations will focus on risk mitigation and selective control over key layers. Securing business continuity will become the primary imperative through diversified suppliers and sovereign alternatives. Sovereign and multi-clouds, regional AI models, open platforms and new chip ecosystems are also emerging to offer choice and strategic flexibility.

Why it matters: In 2026, the race for control over the critical stacks of the digital value chain will continue, from semiconductors to data storage all the way through to AI models, while most hyperscalers and large cloud providers are likely to launch sovereign cloud offers. This will have a profound impact on how companies mitigate risks and ensure resilience.

TechnoVision 2026

TechnoVision is a global program from Capgemini articulating a comprehensive view of the world of Technology to help leaders make technology-driven business transformation decisions. It acts as a guide, allowing decision-makers to focus on the emerging technology trends that will make their organizations more effective. Capgemini’s Top 5 Tech Trends report will be published in January 2026 and the TechnoVision guide, designed to help organizations assess their technology environments, will be published in February 2026.

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·         7 in 10 organizations now use generative AI (Gen AI) in marketing, yet just 7% of marketers strongly agree that AI has boosted marketing effectiveness

·         Only 18% of marketing leaders strongly believe they are successfully personalizing customer interactions using AI/GenAI to boost engagement and outcomes

·         With less than 40% of CMOs controlling martech budgets, CIO-CMO collaboration is critical for AI-driven marketing outcomes

Mumbai, 19^th November, 2025 – The Capgemini Research Institute’s CMO Playbook, “From complexity to clarity: How CMOs can reclaim marketing to build competitive edge,” finds that the role of the Chief Marketing Officer (CMO) is at a crossroads, calling for a fundamental reimagining of the function. While expectations of CMOs are at an all-time high, they face a plethora of challenges such as tightening budgets, declining strategic influence, limited ownership of martech budget and integration of AI. Despite high optimism around the impact of generative and agentic AI, more than half (55%) of marketing leaders say these initiatives are currently funded by IT, with limited marketing control.  

Nearly 70% of CMOs face rising expectations, yet their strategic influence is waning

While CMOs’ responsibilities are expanding, budgets are shrinking. The report finds that marketing budgets have tightened over the past two years to an average of just 5% of company revenue. At the same time, the percentage of CMOs involved in critical decision-making has dropped from 70% to 55% in just two years. Despite Gen AI gaining traction across marketing – now being used for content creation, customer segmentation, and digital campaigns – only 15% of marketing leaders say that low-value tasks are automated within their function. Most teams still remain focused on manual tasks, limiting their time for brand building, innovation, and customer connection.

The report also finds that current martech and data strategies fail to leverage real-time data for seamless customer experiences. Just 18% of marketers strongly agree that they are successfully personalizing customer interactions to boost engagement and outcomes. This highlights the need for stronger collaboration between marketing and technology leadership, combining CIO expertise in tech with CMO insight into customer strategy, to fully harness AI for greater business value.

“CMOs today are expected to drive growth and meet sales targets, whilst also being experts in data and AI – they must now market to both humans and agents. But many lack the resources, control or clarity to manage these growing demands. AI tools offer great potential but often fail to deliver results as budgets, strategy and technology aren’t fully aligned,” said Gagandeep Gadri, Managing Director frog, part of Capgemini. “This is a pivotal moment for marketers to rethink their function’s core purpose and reposition it not just as a support department but as a driver of customer experience and enterprise growth to create real business value.”

AI is considered a growth driver, yet its real impact on marketing falls short

Nearly seven in ten large organizations now use Gen AI in marketing, either extensively or to a limited extent. Its share of martech investment has risen from 64% in 2023 to 79% in 2025. Yet, impact remains limited: only 7% of marketers strongly agree that AI has boosted marketing effectiveness and many report challenges in scaling AI pilots.

In addition, optimism for agentic AI is high but most organizations remain cautious. Nearly 70% agree that autonomous or multi-agent AI could be applied to various marketing use cases, but few are currently testing, experimenting or using any form of agentic AI in marketing. The report cites the lack of the right skills, data privacy challenges, security risks and ethical concerns, as well as low trust in autonomous AI-generated decisions, as the key challenges in fully leveraging AI’s potential in marketing.

Integrating AI across the value chain and rethinking models is key to reclaiming marketing

Integrating sales and go-to-market strategies is a top priority for 61% of marketers, yet less than a quarter report having shared KPIs, leading to fragmented execution and suboptimal customer experiences. Similarly, tighter collaboration between CMOs and CIOs is emerging as a key driver of influence, ensuring that data, systems, and teams are aligned so that AI can deliver measurable business value. Capability gaps also remain a challenge, as seven in ten (68%) marketing leaders believe their teams must upskill in AI, ethics, and business strategy to stay competitive.

To reclaim marketing in an AI-led future, the report suggests that CMOs should redesign their operating models and integrate AI across the entire marketing value chain. There is a need for CMOs to build marketing that is human-centric, optimized and future-ready, repositioning themselves as drivers of customer experience and engagement, contributing to business growth. Strengthening collaboration with CIOs, removing silos across the organization investing in the right AI skills and enabling human-AI chemistry[1] will be at the heart of this, in order to align technology and data with strategic priorities.

 Report Methodology
The Capgemini Research Institute conducted an extensive survey in July 2025, engaging 1,500 executives at director level and above, overseeing marketing strategies within diverse organizations across 15 countries worldwide. These organizations each have annual revenues of $1 billion and over. To complement this research, the Capgemini Research Institute interviewed ~30 CMOs and marketing leaders. ‘Strongly agree’ reflects respondents who have selected 5 on a scale of 1-5. Please read the full report for more information.

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Bangalore – 07^th November 2025 – Marking 100 years of trust, quality, and excellence, India’s home grown legacy brand Raymond celebrated its centenary with a striking symbol of its future readiness — a musical tribute film powered entirely by generative AI. In a first-of-its-kind initiative, the 3.5-minute film brings to life AI-generated models with realistic human personas, blending technology and emotion into a cinematic narrative that reimagines what storytelling can be for heritage brands.

The Journey Behind the Film
The ambitious project began on August 16, 2025, when creative agency Marketing Mojito was tasked with transforming Raymond’s vision into a living, breathing AI-driven tribute. From scripting and storyboarding to generating frames, characters, and environments — every aspect was created from scratch. The team worked almost round-the-clock for 15 days, pushing through server crashes, rendering errors, and creative hurdles to deliver a cinematic piece that embodied Raymond’s century-long spirit of innovation in time for the iconic event.

The centenary tribute not only honors Raymond’s rich legacy but also signals a bold step into the future, where creativity and technology converge. Even as the brand embraces AI to craft new-age stories, its heart remains anchored in the craftsmanship and values that have defined it for a century.

Speaking about the centenary tribute, Rohit Khanna, Head of Corporate Communications, Raymond Group, said, “At Raymond, our vision was to create more than a tribute – a living bridge between a century of legacy and the limitless future ahead. By harnessing AI, we were able to unite heritage and innovation into one evocative story that reflects who we are and where we’re going. Delivering a project of this scale in just weeks stands as a testament to our team’s agility and to what becomes possible when human creativity and intelligent technology work as one.”

Echoing the sentiment, Rahul Arora, CEO, Marketing Mojito, shared, “This project proves that AI doesn’t replace human creativity, but it amplifies it. Our aim was to fuse technology with emotion, and the Raymond tribute became the perfect canvas. It sets a new benchmark for how legacy brands can use innovation to tell timeless stories.” Every frame was an exercise in balance, keeping the soul of a hundred-year-old brand intact while letting technology paint the future. AI became our brush, but emotion was still the colour.

As AI reshapes the marketing landscape, projects like this highlight how storytelling is evolving beyond static communication into immersive, human-like engagement. For Raymond, using AI to celebrate its centenary wasn’t just an artistic choice, it was a thoughtful reflection of the emotional bond the brand has built with generations of consumers, employees, and partners over the last century.

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Therefore, the challenge lies in ensuring that businesses keep up with accelerating change, while leadership strategically invests in the right portfolio to remain future-ready. In order to address this challenge and to prepare Chief Technology Officers (CTOs) to steer their companies forward in today’s rapidly evolving digital economy, ISB Executive Education in partnership with Emeritus has commenced the Chief Technology Officer Programme.

The Indian School of Business is a legacy institution known for pushing the boundaries of transformational education, thought leadership and innovation. And through its deep pool of world-renowned faculty and industry experts, it brings forward an academic vigour and real-world applicability that goes beyond traditional learning to help today’s leaders become pioneers of tomorrow.

The programme is designed for senior technology and operations leaders, including Chiefs, Directors, and Heads across IT, Engineering, R&D, and Consulting, from industries such as Technology, BFSI, Engineering, Telecommunications, Consumer Goods, and Consulting. Across 24 weeks, participants of will gain deeper insights into product development, scalable tech architecture, generative AI integration, innovation portfolio management, and supply chain analytics—along with the strategic mindset needed to lead cross-functional transformation.

Speaking on the programme, Avnish Singhal, Executive Vice President, Head – India & APAC, Emeritus, said, “As technology reshapes business at a rapid pace, CTOs play a critical role in driving growth and innovation. This programme, in partnership with ISB Executive Education, equips senior technology leaders with the strategic insights and practical skills needed to lead confidently in a rapidly evolving digital economy.”

Delivered through 150+ pre-recorded video lectures for self-paced learning by globally renowned ISB faculty and complemented by 2–3 live interactive sessions and fireside chats, the programme offers a comprehensive learning experience. Participants will engage in a 1-day on-campus immersion at ISB, 5–7 masterclasses by industry experts, and hands-on application through 3 action learning projects and a guided capstone project. The curriculum includes 12+ case studies with networking opportunities over 24 weeks through office hours, masterclasses, and interactive sessions. The modules of this programme include strategic leadership and innovation, and technology architecture and development among others.

Through this programme, learners will:

·         Gain a strategic perspective on technology and its impact on organisational strategy

·         Evaluate emerging technologies and understand how technologies can transform the organisational supply chain

·         Align investments with business strategy and changing organisation strategy for tech-led competitive advantage

·         Develop key skills to lead technology and technology-driven organisations

Programme details:

·         Start Date: December 30th, 2025

·         Duration: 24 Weeks

·         Mode: Online + Live Sessions, Masterclasses and Office Hours

·         Eligibility: Any graduate/diploma holder with a minimum of 10 years of work experience

·         Fee: INR 6,31,000

·         Certificate: Upon successful completion of the programme, participants will receive a digital certificate of completion from ISB Executive Education

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The workshop witnessed footfall of participants from Spain, Austria, Latvia, Nepal, and India who engaged in an enriching exchange of ideas. Led by eminent experts, this learning series featured an engaging session on “How to Integrate Generative AI into Teaching and Learning Processes” and highlighted strategies and examples of ‘Universal Design for Learning’ (UDL).

Across five days, the capacity building sessions covered topics including “Understanding disability and inclusion”, “Convention on the Rights of Persons with Disabilities”, “Constitutional values & duties for inclusion”, “Disability and Inclusion in HEIs in India and Nepal”, “Competencies and tools for developing inclusive education”, “Universal Design of Learning”, and “Implementation of best practices through Digital Learning Platforms and their Impact on SDGs”.

Day one specifically focused on learning from best practices in Spain to adapting globally tested models of inclusion, and exploring how Generative AI can be integrated effectively into teaching and learning processes. Professors from the institute also shared insights from primary data of BIMTECH students on the Diversity, Equity, Inclusivity, and Accessibility scenario.

Dr. Prabina Rajib, Director, BIMTECH, shared, “This workshop created a vibrant platform for knowledge sharing, collaboration, and strategic planning. Participants gained insights into best practices from EU Countries for promoting inclusive education and explored their adaptability in South Asian higher education contexts. They experimented with Generative AI applications to enhance inclusivity, engagement, and effectiveness in teaching and learning.”

Building the capacities of educators on inclusive education was the key focus of this 5-day workshop. Dr. Javier Fernández Molina & Dr. Mario Guillo, University of Alicante, Spain, conducted a thought-provoking session on the topic “How to Integrate Generative AI into Teaching and Learning Processes.” Dr. Himanshi Tiwari, Project Lead, BIMTECH, shared strategies and examples of ‘Universal Design for Learning’ (UDL), which BCall focuses on studying further for its contextualization in Indian HEIs.

BCall, BIMTECH’s pioneering initiative for Education for All, is designed as a model centre of educational inclusion. Equipped with advanced assistive technologies such as adjustable workstations, large-print keyboards, speech-to-text software, and accessibility plugins, BCall aims to become a regional leader in inclusive education.

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Focusing on enabling leaders with strategic, AI-integrated leadership expertise, ISB Online, the digital learning arm of the Indian School of Business (ISB), India’s top ranked B-School and amongst the top five in Asia (FT Global MBA Ranking 2025), has commenced its batch 20 of Leadership with AI programme, in collaboration with Emeritus. This 20-week online programme equips participants to embed AI into business strategy, drive innovation through AI adoption, and lead high-impact, AI-ready teams in a data-driven world.

Designed for professionals with a minimum of 10 years of experience, the programme is ideal for senior stakeholders, functional leaders, and business heads across technology, marketing, finance, operations, and consulting. It also benefits entrepreneurs and professionals preparing to lead AI-integrated teams or step into broader strategic roles. Whether working in sectors like BFSI, healthcare, retail, manufacturing, or IT services, this programme equips participants with the strategic frameworks and AI-driven leadership mindset to lead transformation in a dynamic, AI-enabled environment.

Speaking on the commencement of the programme, Avnish Singhal, Executive Vice President, Head India & APAC, Emeritus, said, “The future belongs to leaders who can harness the power of AI not just as a tool, but as a strategic enabler. Through Leadership with AI, we aim to shape leaders who can innovate, adapt, and inspire in a tech driven world. This programme is a timely response to the growing need for leaders who can seamlessly integrate AI into their strategies and drive organisational transformation.” 

Delivered through self-paced, pre-recorded videos by globally renowned ISB faculty, combined with live sessions by seasoned industry practitioners, the programme offers a flexible yet immersive learning experience. With integrated modules on AI and Generative AI, real-world case studies, assignments and group discussions, this programme prepares mid- to senior-level leaders to confidently steer their organisations through the complexities of an AI-powered business environment. It also offers live masterclasses on AI, Generative AI, and Agentic AI, a capstone project, and learning resources on Agentic AI. The modules of this programme include AI and ML technologies and its use cases, AI and managerial trade-offs, competing in the age of AI disruption, and working with Generative AI among others.

This programme will enable participants to:

·         Identify opportunities and outline a plan to use AI and ML methods for improved business performance

·         Apply data-driven business innovation best practices to enhance organisational performance

·         Create an executive summary of an AI implementation/improvement plan for your organisation

·         Strategically leverage Generative AI for informed leadership decisions and productivity

·         Change mindsets and culture to enable digital and AI-enabled revolution

·         Recognise the ethics, privacy, and regulations in AI and ML for safer implementation

·         Assess and evaluate the current leadership mindset to innovate and reinvent with AI

Programme Details:

·         Start Date: July 30, 2025

·         Duration: 20 weeks

·         Mode: Pre-recorded videos and live online sessions by globally renowned ISB faculty

·         Eligibility: Any graduate/diploma holder (10+2+3) in any discipline with minimum of 10 years of work experience.

·         Fee: INR 2,19,900 + GST

·         Certification: Upon successful completion of the programme, participants will receive a certificate of completion from ISB Online and an opportunity to gain the ISB Online Alumni Status.

Attracting cross-industry participation, the programme draws product and project heads, transformation leaders, HR and operations heads, and CXOs from sectors including tech, telecom, BFSI, pharma, consulting, energy, and government.

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• Revenues at risk of loss for creators by 2028: 24% in music; 21% in audiovisual
• The market for Gen AI music and audiovisual content will rise from €3 billion now to €64 billion in 2028
• Revenues of Gen AI services in music and audiovisual projected at €9 billion in 2028, up from €0.3 billion now.

Paris – 4th December 2024 – The first ever global study measuring the economic impact of AI in the music and audiovisual sectors calculates that Generative AI will enrich tech companies while substantially jeopardising the income of human creators in the next five years.

This is one of the key findings of the, commissioned by CISAC (International Confederation of Societies of Authors and Composers, representing over 5 million creators), and conducted by PMP Strategy While the revenues of Gen AI providers will see dramatic growth over the next five years, creators risk losing a large share of their current income due to AI’s substitutional impact on human-made works. Despite providing the creative fuel of the “Gen AI” content market, music and audiovisual creators will see respectively 24% and 21% of their revenues at risk of loss by 2028. This amounts to a cumulative loss of €22 billion over the 5-year period (€10 billion in music; €12 billion in audiovisual).

The study finds that the market for music and AV content generated by AI will increase exponentially in the next five years, growing from around €3 billion now to €64 billion in 2028.

The economic study assesses that, as a result of this exponential growth in the market for music and audiovisual content, the future revenues of Gen AI providers will rise to annual revenues of €4 billion in music (up from €0.1 billion in 2023) and €5 billion in audiovisual (up from €0.2 billion) by 2028. These are revenues derived directly from the unlicensed reproduction of creators’ works, representing a transfer of economic value from creators to AI companies.

In the music sector, the streaming and music library markets will be strongly impacted by AI. By 2028, Gen AI music is projected to account for approximately 20% of traditional music streaming platforms’ revenues, and around 60% of music libraries’ revenues.

The projected revenue loss will also be substantial for audiovisual creators. Translators and adaptors for dubbing and subtitling will experience the strongest impact, with 56% of their revenue at risk, while screenwriters and directors could see their revenues cannibalised by 15 to 20%. 

The study’s key takeaway

The study concludes: “In an unchanged regulatory framework, creators will actually suffer losses on two fronts: the loss of revenues due to the unauthorised use of their works by Gen AI models without remuneration; and replacement of their traditional revenue streams due to the substitution effect of AI-generated outputs, competing against human-made works”. 

Mr. Rakesh Nigam, CEO, Indian Performing Rights Society said: “The CISAC report sheds critical light on the far-reaching economic impact of generative AI on creators, particularly in the music and audiovisual sectors. While AI offers immense possibilities for innovation, it also poses significant challenges to the livelihoods of songwriters, composers, and other creators who form the bedrock of the creative economy. At IPRS, we firmly believe that robust policies are essential to ensure fair compensation and safeguard the value of human creativity, which fuels the very foundation of AI-driven content. This study is a timely wake-up call for policymakers and industry stakeholders to address these challenges collaboratively and equitably.” 

CISAC President Björn Ulvaeus has welcomed the study as a guideline to policy makers in legislative debates around the world. “For creators of all kinds, from songwriters to film directors, screenwriters to film composers, AI has the power to unlock new and exciting opportunities – but we have to accept that, if badly regulated, generative AI also has the power to cause great damage to human creators, to their careers and livelihoods. Which of these two scenarios will be the outcome? This will be determined in large part by the choices made policy makers, in legislative reviews that are going on across the world right now. It’s critical that we get these regulations right, protect creators’ rights and help develop an AI environment that safeguards human creativity and culture”. 

CISAC Director General Gadi Oron said: “CISAC commissioned this study from PMP Strategy to show the enormous value that copyright works bring to Gen AI companies. Its conclusions point to a fundamental flaw that is opening up in the market, with creators’ works being unfairly and unethically appropriated to boost the revenues of Gen AI providers, while leaving the creators themselves out of this growth There is a critical message here for policy makers: they must act urgently to safeguard human creators, culture and creativity. They must ensure that human creators are protected, can exercise their legal rights and can demand transparency from AI services. With these principles enshrined in the AI environment, this can be a win-win for creators and the tech industry rather than a threat to our culture and creative sector”.

CISAC Vice-President, film director and screenwriter Ángeles González-Sinde Reig said: “This study highlights the need for ethical and economically sound policies that put creators’ rights at the very centre of the AI world. AI tools can profoundly support our work as story tellers and film makers. But there is an enormous anxiety that in the rush to exploit and monetise generative AI, creators will be treated like an afterthought, lacking the right to authorise uses of their work, unprotected by transparency rules and unable to receive fair remuneration. We must not forget that it is human creators who provide the fuel of the AI world and who must be at the centre of policy making and regulation”.

Marcelo Castello Branco, CISAC Board Chair and CEG of Brazil’s UBC said: “Our sector has adapted to whatever new technology comes our way, but with generative AI we find ourselves in uncharted territory as the disruption goes to the very core of the creative process, not just its distribution channels. We stand ready to embrace these changes, but let there be no doubt: our foremost priority is to protect the livelihoods of our member creators. We are committed to ensuring that they can continue their vital work and sharpen their craft without compromise. Together, we will navigate this landscape, safeguarding the rights and opportunities of those who drive real and human innovation and creativity”.

Background and methodology

The study is the first of its kind to estimate the economic impact of Gen AI on creators of music and audiovisual productions on a global level. It combines qualitative and quantitative research, using Gen AI application case studies to identify areas of greatest impact and converting these into economic estimates on the market penetration of Gen AI services and the revenue losses to creators. It also provides estimates of Generative AI tools and services’ revenues that can serve as basis to calculate remuneration schemes for creators. The historical figures and forecast assumptions are based on market data, relevant benchmarks and extensive interviews with industry experts: Collective Management organisations (CMOs), creators, tech players, producers, publishers, DSPs, institutional players representative of these industries, and public institutions.

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Bengaluru, 15 May 2024 – UST, a leading digital transformation solutions company, has launched a groundbreaking initiative to train more than 25,000 employees globally in Generative AI (GenAI) and provide opportunities for career advancement. This ambitious program builds on UST’s long history of strengthening artificial intelligence (AI) capabilities. It underscores its commitment to comprehensive workforce training and upskilling, keeping its talented personnel future-ready and always at the cutting edge of technological innovation.

The AI training program, which will upskill more than 80% employees, exemplifies UST’s commitment to leveraging its considerable knowledge and expertise to maintain its leadership position in this rapidly evolving field. The program comes just months after the unveiling of UST AlphaAI, which consolidates the company’s AI offerings to enhance business agility, streamline operations, and accelerate digital transformation journeys.

UST will offer a range of GenAI training programs that are specifically tailored to its employees and their different roles and responsibilities, improving efficiency while helping each employee reach their own unique potential.

The comprehensive training program will build upon insights gained through UST’s rich history of collaboration and partnership with distinguished AI researchers from renowned academic institutions such as the MIT Computer Science & Artificial Intelligence Laboratory and the Stanford Artificial Intelligence Laboratory. This legacy of close collaboration with leading researchers will help UST expand on its culture of continuous learning by bringing the latest academic breakthroughs to its workforce.

“Our comprehensive GenAI training initiative will set a new industry standard and bring over 25,000 employees up to speed on everything from foundational GenAI concepts to cutting-edge applications. Adaptable and customizable for each participant, the flexible training program provides hands-on experience with industry-leading tools and platforms like GitHub Copilot, setting our employees up for future success by ensuring that they can apply GenAI capabilities across diverse domains, said Sunil Balakrishnan, Chief Values Officer and Global Head – Development Center Operations, UST.

“At UST, we recognize that the key to staying competitive in today’s fast-paced digital landscape lies in the continuous upskilling of our workforce. As GenAI continues to revolutionize industries and transform business operations, we remain dedicated to equipping our employees with the tools and knowledge they need to leverage these cutting-edge technologies effectively,” said Dr. Adnan Masood, Chief AI Architect, UST.

This pioneering GenAI training initiative exemplifies UST’s commitment to fostering a dynamic, future-ready workforce that remains at the forefront of GenAI advancements. By further augmenting the talents of UST employees, the training program will drive innovation and create a meaningful impact for clients and partners alike.

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