Companies that offer generative AI solutions saw their valuations rise in 2023. This year, investors should look at the companies adopting these solutions.
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Welcome to Thoughts on the Market. I’m Ed Stanley, Morgan Stanley's Head of Thematic Research in Europe. And along with my colleagues, bringing you a variety of perspectives, today I'll discuss our views on the broad impacts of AI across global markets. It's Tuesday, the 9th of January at 2 p.m. in London.
AI has established itself as a critical theme of the last 12 months, but we are clearly in the early innings of its diffusion. More specifically, 2023 was very successful for AI players that we call the enablers, those first line of hardware and software companies that play into the generative AI debate.
But after the first wave of excitement, how does that trend percolate through the rest of the market, and how much of the hype will translate to sustainable earnings uplift? What is the next move for this entire debate, which so captivated markets in 2023?
Our team mapped out the next stage of the debate across all regions and industries, and came to three key conclusions. The first, looking back at 2023, the enablers did extraordinarily well, and that shouldn't come as a surprise to any of our regular listeners. Some of those companies saw triple digit returns last year, and we estimate that more than $6 trillion of market cap was added to those names globally.
But that brings us to our second key conclusion. Namely, looking forward, we think that investors should now turn their attention to the adopters. Meaning companies that are leveraging the enablers software and hardware to better use their own data and monetize that for the AI world. Looking back last year, where the enablers returned more comfortably double digit and triple digit returns, the adopters only gained on average around 6%.
Of course, we're only in the early innings of the AI revolution, and the market is still treating these adopters as a "show me" story. We think that 2024 is going to be transformative for this adopter group, and we expect to see a wave of product launches using large language models and generative AI, particularly in the second half of 2024.
Our third key conclusion is around the rate of change. And what do we mean by this? Well, in 2023, the enabler stocks, where AI was moderately important to the investment debate, increased their total market cap by around 28%. But if AI increases in importance to the point where analysts deem it to be core to the thesis for that particular stock, we expect it can add another 40% to market cap of this group based on last year's performance.
A final point worth noting is that investors should pay close attention to the give and take between enabler and adopter groups. As I mentioned, the adopters were relatively more muted in their performance last year than the enablers. However, we believe in 2024 we will see the virtuous cycle between these two groups come into greater focus for investors. Enablers, consensus upgrades and valuations will depend increasingly on the enterprise IT budgets being deployed by the adopters in 2024-25. The adopters, in turn, are in a race to build both revenue generating and productivity enhancing tools, which completes the virtuous circle by feeding the enablers revenue line.
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