What’s Your GenAI Playbook? Evolution, Revolution, and Extinction.

Two years after Generative AI’s moment of inflection, enthusiasm is undimmed, yet evidence of impact remains elusive. The truth is that GenAI is a paradox in more ways than one. Surely no technology has ever received so much funding—fueled at least in part by FOMO—with so little regard for monetization.

And while executives may yearn for transformative use cases at the corporate level, GenAI has revealed more potential as a versatile sidekick that primarily empowers the individual. On the one hand, business is convinced GenAI is a game-changer, but despite some green shoots of radical innovation, few executives can see exactly how, where, or even why monetization might occur.

Despite the excitement of vendors and consultants—arguably motivated more by revenue than by realism—organizational benefits and solid returns are difficult to find.

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