How companies can turn generative AI into lasting business value

"[The content of this article has been produced by our advertising partner.] As enthusiasm for generative artificial intelligence sweeps across boardrooms, a growing number of executives are confronting a harder question: how to turn early experimentation into sustained business value. Experience advising large organisations suggests that success rarely comes from isolated pilots or ad hoc deployments. Instead, companies that extract meaningful returns tend to build a self-reinforcing cycle that links technology choices, people strategy and long-term foundations."

"The challenge is no longer identifying possible use cases, but deciding which ones matter most. High-value opportunities tend to fall into three broad areas. The first is customer experience, where generative AI can be used to deliver more personalised and contextual interactions, improving engagement, conversion and loyalty. The second is employee productivity, with tools that automate repetitive tasks such as report writing, meeting summaries or coding, allowing teams to focus on higher-value work."

Generative AI delivers sustained returns when organisations create a self-reinforcing cycle linking technology choices, people strategy and long-term foundations. Discipline in selecting applications is critical; prioritise scalable, high-impact use cases in customer experience, employee productivity and new capabilities that unlock previously impractical problems. Early, measurable wins build momentum and justify further investment. Decision-making must balance speed, accuracy and cost depending on workload requirements — for example, customer service often needs quick, accurate responses while medical diagnosis prioritises precision over latency. Successful deployment requires aligning tooling, governance and workforce skills to move beyond pilots toward broad, durable adoption.

Read at South China Morning Post