Why Gen AI May Be Missing the Real Target: Your Firm's Value Proposition

Most forecasts about GenAI's impact rest on a simple premise: if AI can do a task, the person or firm doing that task is at risk. It is a clean logic, but a flawed one.

Drawing on 18 months of research with over 300 senior executives and directors conducted with the UK's Institute of Directors and Evolution Ltd, including roundtables, surveys, interviews and NLP analysis of firms' market positioning, this Forbes piece argues that disruption does not start with tasks. It starts with how a firm creates value.

Executives who understood their value proposition as distinct from what GenAI replicates felt buffered even when their underlying tasks looked automatable, while those who defined their value by outputs alone saw red flags regardless of sector.

The piece offers three concrete steps for leaders: reassessing the true value proposition, diagnosing where the offering is strategically modular, and reframing AI exposure as a deliberate strategic choice rather than an inevitable threat.

Read here.