Generative AI: The Insights You Need from Harvard Business Review

1 GENERATIVE AI WILL CHANGE YOUR BUSINESS. HERE’S HOW TO ADAPT

by David C. Edelman and Mark Abraham

It’s coming. Generative AI will change the nature of how we interact with all software. And given how many brands have significant software components in how they interact with customers, generative AI will drive and distinguish how more brands compete.

In a previous HBR piece, we discussed how the use of one’s customer information is already differentiating branded experiences.¹ Now, with generative AI, personalization will go even further, tailoring all aspects of digital interaction to how the customer wants it to flow, not how product designers envision cramming in more menus and features. As the software follows the customer, it will ...