The Italian Big Data market is expanding. It is anticipated that by 2024, Italian enterprises will spend 20% more on infrastructure resources, software, and data management and analysis services, totaling 3.42 billion euros. A growth fueled mostly by a considerable interest in Generative AI, with the first initiatives being implemented on an international scale. Larger and more structured firms in the Data & Analytics industry are looking for abilities on creative challenges to support external consultants and to make use of new dedicated computational power, mostly via the Public Cloud. Large corporations account for 75% of investments, with the public sector accounting for only 6%, a percentage that is still modest but increasing by 25% in a single year. Spending on infrastructure services and resources increased at rates above the market average, by 22% and 21%, respectively. The sectors that expanded the most were utilities (+28%) and manufacturing (+23%). In terms of market share, the financial sector, which includes banks and insurance businesses, accounts for one-third of all spending, followed by manufacturing, which accounts for one-quarter. According to the Data Strategy Index, 23% of big enterprises have sophisticated data enhancement capabilities (20% in 2023). In contrast, just 11% of large enterprises are considered immature, a 5% decrease from 2023. These are some of the findings from the Big Data & Business Analytics Observatory at the Politecnico di Milano's School of Management.