How AI is Being Used in Other Industries – Technology
By, Piers Lee, Managing Director, Novema Pte Ltd.
November 2025
As Novema researched the application of AI in consumer insight, it was useful to compare how AI is being used in other industries, e.g. to assess whether similar opportunities and challenges are encountered. Hence, we interviewed firms in several other industries where AI is currently being used.
All the companies interviewed for this research using AI in their own firms, and all have dedicated departments to optimize the use of AI within their organisations, although sometimes this is part of a larger ‘digital team’ looking at a range of tech applications.
They all recognize the need to have these departments for fear of being ‘left behind’, i.e. they are all acutely aware of how transformative AI will be for their industries and need to be at the forefront of these technological developments or at least try to!
Tech firms
It goes without saying that technology companies are leading the charge in AI, frequently incorporating AI development into their client service offerings.
According to industry research, many organizations prefer to create proprietary or in-house AI solutions. There is often hesitation among corporations to rely on marketplace providers like ChatGPT due to concerns about 1) exposing proprietary data during training, and more critically, 2) maintaining the confidentiality of client information.
This has given rise to a new sector where tech firms deliver secure, in-house AI models that offer capabilities comparable to ChatGPT. These providers also train clients on effective prompt usage and enable the generation of insights related to their customers.
The cost of developing these custom models typically ranges from USD 40,000 to 60,000, depending on complexity, with vendors frequently seeking ongoing revenue through maintenance agreements of similar annual value.
Like many service sectors, technology companies utilize AI to curate their credentials, enhancing their marketing efforts. Operating across diverse industries and client bases, these companies must pinpoint relevant case studies within their credentials database for specific proposals.
AI can efficiently consolidate information from multiple documents, though it may occasionally select less pertinent case studies.
While AI presents opportunities for generating new revenue streams for tech firms, it also poses the risk of displacing existing income sources. Routine tasks such as basic coding could be automated, potentially reducing demand for these services.
Additionally, AI’s development may take unforeseen paths, risking the obsolescence of current models and methodologies. However, professionals in the tech field are accustomed to adapting to such evolving challenges.
In conclusion, there is growing demand for secure, proprietary AI solutions is creating a new revenue stream—but at a cost. AI also boosts efficiency and marketing capabilities for tech firms but can also threatens existing revenue.
