• Will Your Gen AI Strategy Shape Your Future or Derail It?

    by Konstantinos Trantopoulos, Yash Raj Shrestha, Amit Joshi, Michael Wade and Jingqi Liu

    Summary

    By studying 100 brand implementations of gen AI, researchers have discovered four archetypes for how companies are using the technology strategically. Bold innovators seek to reshape their markets with gen AI. Disciplined integratorsfocus on trust, control, and compliance. Fast followers target quick wins, using gen AI for low-cost, high-impact solutions. Strategic builders take a long-term view, developing gen AI to own IP and drive sustained advantage.