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IT and business leaders are under significant pressure—from investors, boards, and competitors—to invest in artificial intelligence. Yet, 42% of companies abandon the majority of their AI initiatives before they ever reach production, according to S&P Global.

“There’s tension between the fact that generative AI is so commoditized through large language models, and how difficult it is to apply AI in an enterprise setting,” says David Billings, global head of marketing services for EPAM. “We now have ‘AI wash,’ in the same way we saw cloud washing a decade ago. Everyone is talking about it, but there isn’t always meat on the bone.”

With the right tools and services, though, some of the world’s largest companies are achieving remarkable results. This white paper shows how EPAM is helping advertisers, retailers, and media companies drive real business value with AI.

Download the white paper.