Generative artificial intelligence (gen AI) has the potential to radically alter how business is conducted, and there’s no doubt that it will create a lot of value.
Generative artificial intelligence has the potential to radically alter how business is conducted, and there’s no doubt that it will create a lot of value.
But, the authors ask, will companies be able to leverage gen AI to build a competitive advantage? The answer, they argue in this article, is no—unless you already have a competitive advantage that rivals cannot replicate using AI. Then the technology may serve to amplify the value you derive from that advantage.profoundly change how business is conducted.
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