Transforming GBS to generative business services: Tech-led challenges and aspirations

A study conducted by HFS Research in collaboration with Infosys BPM Limited explores the evolving business objectives and challenges enterprise leaders encounter in a technology-driven era. The research involved thorough interviews with 20 C-suite executives across five key business functions: finance, HR, supply chain, marketing, and IT. It reveals a significant disparity between technology’s potential and its practical implementation.

The key findings indicate a strong desire to utilize advanced technologies such as AI, cloud computing, and automation, but organizations struggle with legacy systems, data integration issues, and talent shortages. The study underscores the importance of building a robust data infrastructure, automating routine operations, and fostering cross-functional collaboration to bridge the gap between aspiration and reality.

Furthermore, the research emphasizes the critical role of business services providers in helping enterprises select the right technology platforms, integrate new technologies such as generative AI, and develop new KPIs to measure success in this rapidly changing landscape.

The study also sheds light on the evolving role of the C-suite in addressing these challenges. As technology becomes more essential for driving business outcomes, C-suite leaders are transitioning from their traditional focus on operational efficiency to becoming orchestrators of digital transformation. They are increasingly involved in strategic decision-making, cross-functional collaboration, and working closely with vendors to ensure the successful implementation of new technologies.

Summary chart

Each business function’s scope of work differs, leading to distinct maturity levels and a unique set of ambitions and challenges—discussed later in the report. Nevertheless, each business function manifested a standard set of characteristics, illustrated in Exhibit 1.

Exhibit 1: The need for cross-functional collaboration and a focus on data bind different business functions together

Source: HFS Research – Interviews with 20 C-suite executives

Research scope

This Market Impact research report presents insights from in-depth discussions with 20 C-suite executives of G2000 companies spread across the globe representing the following business functions:

• Finance
• Human Resources (HR)
• Supply Chain (and Procurement)
• Marketing
• Information Technology (IT)

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