A new report by Information Services Group (ISG) finds that advancements in generative AI are starting to reshape the European market for intelligent automation, though hype remains high.
The ISG Provider Lens report sees rapidly evolving complexity and variety in intelligent automation use cases. Conversational AI promises dramatic improvements in customer and employee experiences. However, risks like AI hallucination persist.
“Automation providers need to penetrate the considerable hype surrounding GenAI,” said James Ewing, EMEA lead at ISG Automation. “They can help clients understand current limitations of large language models.”
Demand is rising as labor and energy costs increase automation attraction. ISG sees Europe’s enterprise appetite for GenAI growing.
The report evaluated 64 vendors across conversational AI, document processing, and process mining. ABBYY, UiPath, Amelia, and others were named Leaders. Apromore, Avaamo, and more were called Rising Stars with high future potential.
Providers must distinguish help from hype as benefits and risks balance. But intelligent automation’s European landscape continues rapidly maturing. GenAI advancements are redrawing the map.