Managing the emerging role of generative AI in next-generation business

Purpose Since the release of ChatGPT by OpenAI in November 2022 – with its ability to create compelling, relevant content, new large language model (LLM) technology – business leaders, especially CEOs, are being pressured to accelerate new generative AI investments. IBM IBV surveyed executives to assess their progress and concerns and their adoption strategies. Design/methodology/approach Adoption of generative AI is still in its very early stages. Most organizations are only beginning to figure out how and where to make use of it. In fact, as few as 6 percent of executives in new surveying conducted by the IBM Institute for Business Value say they are operating generative AI in their enterprise today. Findings In contrast to many peoples’ expectations about AI, automating tasks is not the top priority for executives looking to tap generative AI to grow business value. Looking at benefits by function, research and innovation is the primary area where organizations see opportunities for generative AI. Practical implications IBM IBV's recent survey of executives found that the key barriers to the effective deployment and use of generative AI are linked to security, privacy, ethics, regulations and economics – not access to the underlying technology itself. Originality/value Organizations will have to evaluate where in their enterprise the potential gains and cost efficiencies outweigh the risks of possible errors or unintended consequences from the use of generative AI along with broader ethical considerations. Ecosystems expand generative AI opportunities to harness data, insights and technology capabilities from across partners and stakeholders while enabling control over the capabilities that are most central to an organization’s value proposition.