The software industry witnessed a pivotal moment with the introduction of Open AI's ChatGPT in November 2022, sparking a race dubbed the GenAI race. This event spurred SaaS vendors into a frenzy to enhance their tools with generative AI-driven productivity features.
GenAI tools serve a multitude of purposes, simplifying software development for developers, aiding sales teams in crafting emails, assisting marketers in creating low-cost unique content, and facilitating brainstorming sessions for teams and creatives.
Notable recent launches in the GenAI space include Microsoft 365 Copilot, GitHub Copilot, and Salesforce Einstein GPT, all of which are paid enhancements, indicating the eagerness of SaaS providers to capitalize on the GenAI trend. Google is also gearing up to launch its SGE (Search Generative Experience) platform, offering premium AI-generated summaries instead of conventional website listings.
The rapid integration of AI capabilities into SaaS applications suggests that it won't be long before AI becomes a standard feature in such tools.
However, alongside these advancements come new risks and challenges for users. The widespread adoption of GenAI applications in workplaces is raising concerns about exposure to cybersecurity threats.
GenAI operates by training models to generate data similar to the original based on user-provided information. This exposes organizations to risks such as IP leakage, exposure of sensitive customer data, and the potential for cybercriminals to use deepfakes for phishing scams and identity theft.
These concerns, coupled with the need to comply with regulations, have led to a backlash against GenAI applications, especially in industries handling confidential data. Some organizations have even banned the use of GenAI tools altogether.
Despite these bans, organizations struggle to control the use of GenAI applications effectively, as they often enter the workplace without proper oversight or approval.
In response to these challenges, the US government is urging organizations to implement better governance around AI usage. This includes appointing Chief AI Officers to oversee AI technologies and ensure responsible usage.
With the rise of GenAI applications, organizations need to reassess their security measures. Traditional perimeter protection strategies are proving inadequate against modern threats, which target vulnerabilities within organizations.
To regain control and mitigate risks associated with GenAI apps, organizations can adopt advanced zero-trust solutions like SSPM (SaaS Security Posture Management). These solutions provide visibility into AI-enabled apps and assess their security posture to prevent, detect, and respond to threats effectively.