How People Can Create—and Destroy—Value with Generative AI
Sep. 21, 2023 | By François Candelon, Lisa Krayer, Saran Rajendran, and David Zuluaga Martínez - BCG
Generative AI will be a powerful enabler of competitive advantage for companies that crack the code of adoption. In a first-of-its-kind scientific experiment, we found that when GenAI is used in the right way, and for the right tasks, its capabilities are such that people’s efforts to improve the quality of its output can backfire.
But it isn’t obvious when the new technology is (or is not) a good fit, and the persuasive abilities of the tool make it hard to spot a mismatch. This can have serious consequences: When it is used in the wrong way, for the wrong tasks, generative AI can cause significant value destruction.