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Cloud and Threat Report:
AI Apps in the Enterprise

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This report examines how organizations are balancing the benefits of generative AI apps while also managing the associated risks, highlighting an increasingly popular strategy that involves DLP and interactive user coaching.
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28 min read

Executive summary link link

This year’s Cloud and Threat Report on AI apps focuses specifically on genAI application trends and risks, as genAI use has been rapidly growing with broad reach and wide impact on enterprise users. 96% of organizations surveyed have users using genAI with the number of users tripling over the past 12 months. The real-world use of genAI apps includes help with coding, writing assistance, creating presentations, and video and image generation. These use cases present data security challenges, specifically how to prevent sensitive data, such as source code, regulated data, and intellectual property, from being sent to unapproved apps.

We start this report off by looking at usage trends of genAI applications, then we analyze the broad-based risks introduced by the use of genAI, discuss specific controls that are effective and may help organizations improve in the face of incomplete data or new threat areas, and end with a look at future trends and implications.

Based on millions of anonymized user activities, genAI app usage has gone through significant changes from June 2023 to June 2024:

  • Virtually all organizations now use genAI applications, with use increasing from 74% to 96% of organizations over the past year.
  • GenAI adoption is rapidly growing and has yet to reach a steady state. The average organization uses more than three times the number of genAI apps and has nearly three times the number of users actively using those apps than one year ago.
  • Data risk is top of mind for early adopters of genAI apps, with proprietary source code sharing with genAI apps accounting for 46% of all data policy violations.
  • Adoption of security controls to safely enable genAI apps is on the rise, with more than three-quarters of organizations using block/allow policies, DLP, live user coaching, and other controls to enable genAI apps while safeguarding data.

AI in general has been popular and attracted considerable investment, with funding totaling over $28B across 240+ equity deals from 2020 through 3/22/2024.[1]

AI 100 Top companies by equity funding

With OpenAI and Anthropic totaling nearly two-thirds (64%) of the total funding, AI funding is dominated and driven by genAI. This reflects the increasing genAI excitement since OpenAI’s ChatGPT release in November 2022. In addition to startups, multiple AI-focused ETFs and mutual funds have been created, indicating another level of funding from public market investors. The large amount of investment will provide a tailwind for research and development, product releases, and associated risks and abuses.

Outsized price-to-sales ratios indicate that execution is lagging lofty investor expectations. Hugging Face has a 150x multiple of a $4.5B valuation on $30M revenues and Perplexity a 65x multiple of $520M valuation on $8M revenues[1]:

AI 100 Revenue multiple by company

Although real revenue is lagging, product release activity is high, indicating that we are still early in the AI innovation cycle with heavy R&D investment. As an example, there have been 34 feature releases (minor and major) of ChatGPT since Nov 2022[2], or approximately two per month.

It’s clear that genAI will be the driver of AI investment in the short-term and will introduce the broadest risk and impact to enterprise users. It is or will be bundled by default on major application, search, and device platforms, with use cases such as search, copy-editing, style/tone adjustment, and content creation. The primary risk stems from the data users send to the apps, including data loss, unintentional sharing of confidential information, and inappropriate use of information (legal rights) from genAI services. Currently, text (LLMs) are used more, with their broader use cases, although genAI apps for video, images, and other media are also a factor.

This report summarizes genAI usage and trends based on anonymized customer data over the past 12 months, detailing application use, user actions, risk areas, and early controls while providing prescriptive guidance for the next 12 months.

 

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About this report link link

Netskope provides threat and data protection to millions of users worldwide. Information presented in this report is based on anonymized usage data collected by the Netskope Security Cloud platform relating to a subset of Netskope customers with prior authorization. The statistics in this report are based on the thirteen-month period from June 1, 2023, through June 30, 2024.

This report includes millions of users in hundreds of organizations worldwide in multiple sectors, including financial services, healthcare, manufacturing, telecom, and retail. Organizations included in this report each have more than 1,000 active users.

 

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Netskope Threat Labs link link

Staffed by the industry’s foremost cloud threat and malware researchers, Netskope Threat Labs discovers, analyzes, and designs defenses against the latest web, cloud, and data threats affecting enterprises. Our researchers are regular presenters and volunteers at top security conferences, including DEF CON, Black Hat, and RSAC.

 

Trends link link

Nearly all organizations use genAI apps

In the approximately 18 months since the public release of ChatGPT in November 2022, a high majority of organizations have users using some type of genAI application. This has risen steadily from 74% in June 2023, to 96% as of June 2024. Nearly every organization uses genAI apps today.

 

Organizations are using more genAI apps

The number of genAI apps used in each organization is significantly increasing, more than tripling from a median of 3 different genAI apps in June 2023 to over 9.6 apps in June 2024. There is even more significant growth when looking at the upper extremes. The top 25% of organizations grew from 6 apps to 24 apps, and the top 1% (not pictured) grew from 14 to 80 apps.

This trend is understandable due to the increase in genAI offerings early in a technology innovation cycle, fueled by the significant investment and excitement of the opportunities they offer for increasing organization efficiencies. The implication for organizations managing risk from their users is that the number of GenAI offerings in use continues to grow, presenting a moving target when looking at risk controls, which we discuss later in this report.

 

Top genAI apps

The top AI apps in use have changed over the past year. In June 2023, ChatGPT, Grammarly, and Google Bard (now Gemini) were the only significant genAI apps with significant numbers of enterprise users. As of June 2024, there are more GenAI apps available with significant use. This report covers nearly 200 different apps being tracked by Netskope Threat Labs. ChatGPT retains its dominance in popularity, with 80% of organizations using it, while Microsoft Copilot, which became generally available in January 2024, is third with 57% of organizations using it. Grammarly and Google Gemini (formerly Bard) retain high rankings.

The growth over time shows mostly steady increases for all applications, with the notable exception of Microsoft Copilot, which has grown in usage to 57% of all organizations surveyed in the six months since release. This shows, in part, the high adoption rates of the Microsoft enterprise installed base for new Microsoft offerings.

The list of most popular genAI apps includes a variety of newcomers, which will fluctuate over the coming year. The categorization of each of these apps is also interesting, as it indicates which are the most popular use cases for genAI apps from enterprise users.

Most Popular GenAI App Categories

GenAI ApplicationCategory
ChatGPTSearch, General
GrammarlyWriting
GeminiSearch, General
Microsoft CopilotSearch, General
Perplexity AISearch, General
QuillBotWriting
VEEDResearch
ChatbaseGeneral, Search
WritesonicWriting
GammaPresentations

We expect that the top applications will shift significantly in the coming year and look very different in next year’s report. There will also be additional consolidation, as well as original equipment manufacturer (OEM) relationships. For example, Chatbase offers ChatGPT and Gemini models as choices. From a market share perspective, we may want to group application activity by underlying technology. However, from an organization risk viewpoint, grouping by user-facing application is more important because security controls often differ by application and incorporate domains/URLs at some level to distinguish applications. That is, there could very well be a policy to ban ChatGPT proper but allow Chatbase using ChatGPT underneath. Because their use cases are different, the risk management and controls differ.

 

User activity is increasing

Not only are organizations using more genAI apps, but the amount of user activity with those apps is also increasing. While the overall percentage of users using genAI apps is still relatively low, the rate of increase is significant, going from 1.7% in June 2023 to over 5% in June 2024, nearly tripling in 12 months for the average organization. Even organizations with an above-average number of users per month saw significant year-over-year genAI adoption: the top 25% of organizations grew from 7% to 15% using genAI apps. Regardless of organization size, we continue to see growth in genAI adoption that will continue over the next year, as we have not yet seen signs of flattening growth rates.

 

Risks link link

Data is still the most critical asset to protect when genAI apps are in use. Users are still the key actors in causing and prev