The Generative Revolution: What Was 2024 Like for the IT Industry?

In 2024, new technologies became the focal point of global interest. They rapidly integrated into various aspects of life, becoming a key part of our daily routines. Wojciech Gworek, SVP Software Engineering at Sabre Poland, discusses the benefits these innovations have brought to both consumers and businesses.

The Year of Artificial Intelligence

To say that 2024 was the year of AI would be an understatement. It’s safe to claim that all other innovations were overshadowed by the transformative impact of generative artificial intelligence. This breakthrough spurred the development of numerous tools for both businesses and individual users. Technologies like vector databases and advanced deep learning algorithms became widely accessible, offering a significant leap in capabilities, especially for small and medium-sized enterprises.

The growing popularity of AI also highlighted the need for upskilling specialists. While IT leaders were previously uncertain about the maturity of AI, 2024 confirmed that employees proficient in utilizing AI would become the backbone of their teams.

“The tech industry has evolved over the past four years, during and after the pandemic, and not only because of AI. Despite fewer startups being established, we’ve seen overall growth,” says Wojciech Gworek, VP Software Engineering at Sabre Poland. “Additionally, many tech companies have returned to full-scale process optimization,” he adds.

From the Cloud and Into the Cloud

As anticipated, 2024 saw increased investment in cloud computing. Global corporations, SMEs, and even startups recognized its cost-effectiveness. Data center reductions became common, and many companies benefitted from partnerships providing such infrastructure.

This year also brought an uptick in cyber threats, increasing the emphasis on data protection. For many businesses, this meant taking additional strategic measures.

“Key investments by large enterprises this year included external cloud computing and stakes in power plants. Smaller entities, meanwhile, focused on developing their own data centers as part of early growth strategies,” notes Wojciech Gworek.

Reshaping Organizational Structures

In recent years, optimizing organizational structures has been central to company strategies in Europe. Sabre, for example, developed its structure flexibly through collaborations such as with Google, striving for maximum adaptability to create the best solutions for the travel industry.

Companies now seek to reorganize with ease, emphasizing adaptive skills among employees. Generative AI exemplifies this trend—enhancing team productivity without reducing headcount but instead driving the need for reskilling. This investment in learning enables faster development and implementation of solutions while maintaining similar levels of investment.

When it comes to talent availability, there’s been a notable shift toward valuing non-traditional educational backgrounds, especially in Poland, where companies have historically favored formal academic degrees. Alongside traditionally educated specialists, those who developed their skills through self-learning or specialized courses are increasingly finding opportunities in IT, contributing to greater team diversity.

“Tech companies are no longer limiting themselves to specialists with academic degrees. Flexibility is now key, with greater emphasis placed on experience and skills—areas where demand is highest,” adds the Sabre Poland expert.

New Needs, New Expectations

In 2024, companies largely encouraged greater in-office presence and a renewed approach to relationship building. Industry leaders often highlighted that innovation thrives on presence, discussion, and brainstorming. As a result, hybrid work gained prominence, balancing task-focused remote work with interactive, in-office collaboration. Where companies managed to establish a rhythm within the hybrid model, many observed improved work efficiency.

“A hybrid work environment allows team members to enjoy flexibility while also fostering personal connections and collaborative problem-solving. Flexibility ensures the comfort needed for well-being, while in-person interactions help employees see themselves as part of a shared culture. Face-to-face collaboration often leads to quicker solutions, accelerating processes. Additionally, direct interaction with engineers provides clients with a greater sense of value in their partnerships,” says Wojciech Gworek.

Partnerships as a Key Asset

In 2024, IT companies responded to mounting pressures not only through restructuring and optimization but also by establishing key business partnerships. The collaboration between Sabre and Google illustrates the shift from a client-provider model to a partner-to-partner approach.

Such partnerships offer mutual ecosystem stability and foster innovation through brainstorming sessions and the co-creation of business opportunities.

“At a strategic level, these partnerships provide access to a skills base that would otherwise take considerable time to build. Early in our partnership, Sabre developed its Google Cloud expertise with guidance from Google’s experts. This collaboration has made us a part of Google’s story and vice versa. Our strategies are aligned, and our market positioning benefits both parties,” adds Gworek.

A Successful Year for Sabre

In 2024, Sabre achieved two major product milestones. The company delivered SabreMosaic, an AI-powered retailing platform that enables airlines to offer personalized solutions and experiences to travelers, and Sabre Launchpad, a mobile and web solution helping travel agents dynamically and efficiently bring products to market.

This year, Sabre doubled down on cloud technology and engineering workforce development, with a focus on AI. These efforts spurred growth and significantly increased customer interest in Sabre’s products.

“Our transition to Google Cloud, along with upskilling specialists in AI, enabled our Kraków hub to streamline processes and, more importantly, significantly reduce operational costs—by as much as 50% in some cases. These results speak to the exceptional practices of our engineers,” says Wojciech Gworek.

Furthermore, through regular participation in conferences and international industry events, Sabre actively contributes to the engineering community in Poland. This includes sharing knowledge, know-how, and consistently developing solutions. A notable highlight in 2024 was Sabre’s victory at HackYeah, where the team’s hackathon solution caught the attention of event partners for potential implementation.

More About Sabre

Sabre Corporation is a leading provider of software and technology powering the global travel industry. It serves a broad range of travel companies, including airlines, hoteliers, travel agencies, and other suppliers. The company creates solutions for retailing, distribution, and order fulfillment, enabling sales agents to work more efficiently, generate revenue, and deliver personalized travel experiences. Through its leading travel platform, Sabre connects travel providers with buyers worldwide, facilitating global industry transactions worth over $260 billion annually. Sabre is headquartered in Southlake, Texas, USA, and serves customers in over 160 countries. For more information, visit www.sabre.com.