What Are Generative AI’s Competitive Implications?
A Longitudental Documentation of Director Expectations
How do senior decision-makers assess the competitive implications of generative AI (GenAI)? Using an abductive, multi-stage study of 531 UK corporate directors (exploratory roundtables, survey, matched-stimulus roundtables, and follow-up interviews, 2024–2026), we document that directors distinguish three dimensions of GenAI’s competitive implications: competitive differentiation, firm displacement, and industry disruption. Expectations vary markedly even within the same sub-sector. This heterogeneity is patterned by how directors frame their firms’ value propositions—especially perceived modularity and reliance on pattern recognition—and by complements and buffers such as proprietary data, relationship-intensive delivery, and regulatory/liability constraints. Across waves, directors’ competitive expectations remain stable, consistent with durable interpretive frames during early diffusion.
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