Morgan Stanley: Generative AI may trigger a Facebook-style explosion, tech giants rush to lay out strategies.

Since the launch of ChatGPT by OpenAI at the end of 2022, generative artificial intelligence technology has rapidly gained popularity worldwide, attracting the active participation of tech giants such as Microsoft Corporation (MSFT.US), Alphabet Inc. Class C (GOOGL.US), Meta Platforms (META.US), Apple Inc. (AAPL.US), Amazon.com, Inc. (AMZN.US), and many startups. Morgan Stanley believes that the widespread adoption trend of this technology may replicate Facebook's growth curve and become an omnipresent platform. Analysts at Morgan Stanley pointed out in a client report that their latest survey found that the proportion of U.S. users daily using ChatGPT, Gemini, and Meta AI (including a certain percentage of teenagers) was "less than double digits," similar to Facebook's user usage in 2009. The survey results show that the monthly usage rate is between 35% and 40%, higher than the previous 25% to 30%. This survey was conducted online among 2010 American consumers aged 16 and above in September 2024, with a margin of error of 1.8%. The survey found that research is the most common use case, but commercial activities such as shopping, looking up recipes, or travel are also increasing. Although the proportion of use for travel planning is still relatively low (less than 20%), analysts expect that product innovations in the next 25 years (such as the digital travel planning tools already showcased by Alphabet Inc. Class C) could further drive changes in behavior. Analysts emphasize that monitoring changes in commercial products, innovation, and consumer behavior is crucial for assessing the long-term search/commercial profit potential of each platform. Analysts further add that innovation in the field of generative artificial intelligence, including new models with enhanced reasoning and agency potential, is crucial for driving further adoption, differentiation, and monetization. These innovations will help shape the future of this technology and determine its breadth and depth of application in the business field.