BIG tech companies are strengthening their positions across the generative artificial intelligence GenAI spectrum as the global appetite for the technology reaches unprecedented levels.

Technology behemoths such as Microsoft, Google, Meta and Amazon are not merely allocating substantial resources to develop novel GenAI models but are also actively pursuing advancements in product offerings, foundational infrastructure and strategic collaborations, according to a leading data and analytics company.

"Google, for instance, has invested in Anthropic, launched chatbot Bard, and introduced new models like Universal Policy (UniPi) and Pathway Language Model 2 (PaLM 2)," said Kiran Raj, practice head of Disruptive Tech by data and analytics company GlobalData. "In its recent I/O, the company unveiled over 20 products powered by PaLM 2, signaling its intent to exploit GenAI's potential across diverse applications."

"After a significant investment in OpenAI and launching GenAI-powered versions of Bing and Edge, Microsoft introduced Kosmos-1, a large language model," said Saurabh Daga, associate project manager of Disruptive Tech at GlobalData. "The company further expanded its GenAI portfolio with Microsoft 365 Copilot and Security Copilot tools, demonstrating a commitment to practical AI solutions. Recently, the company partnered with ERP specialist SAP for genAI-based recruiting solutions, highlighting the technology's potential in talent acquisition."

Many tech giants have been making their AI tools and models available to the public, often as open-source software. This trend is expected to continue, as it can drive innovation, increase the talent pool, and help ensure the widespread benefits of AI. GenAI has a wide range of applications from content creation to prediction and simulation in scientific research, to personalized recommendations in e-commerce and entertainment. Tech giants are likely to continue expanding the application of generative AI in various fields.

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"Given the complexity and interdisciplinary nature of AI research, the tech giants are likely to form more partnerships with academic institutions, research organizations, and other companies, " said Daga. "However, as AI technologies become more powerful and widespread, there is a growing concern around the ethical and societal implications. Companies are likely to invest more in developing guidelines, tools, and procedures to ensure the responsible use of AI. This includes transparency in AI decision-making, mitigation of bias, privacy protection, and more."

"Generative AI powerplay: What's in the Big Tech AI playbook" is the latest Innovation Radar report from GlobalData which offers a comprehensive view on how big tech is molding the GenAI landscape by refining their proficiencies across the technology stack.