Fortune
Writing in Fortune, BCG’s François Candelon, Lisa Krayer, Saran Rajendran, and David Zuluaga Martínez explain that as GenAI rapidly evolves month to month, executives should focus on formulating lasting principles to guide their employees’ use of the technology, rather than perfecting near-term use cases. Given GenAI’s ever-shifting capabilities, companies must continuously experiment to determine how the technology can be best used to build competitive advantage, note the authors.