The Wall Street Journal
In The Wall Street Journal, BCG’s François Candelon explains how to maximize the value of GenAI, based on a study from BCG, Harvard Business School, MIT Sloan School of Management, the Wharton School at the University of Pennsylvania, and the University of Warwick. In an experiment with over 750 BCG consultants, performance in creative product innovation was 40% higher among those using GPT-4 than those without the tool. However, when participants used the technology for business problem solving, they performed 23% worse than those without GPT-4. “For companies, it is important to understand where you can use [GenAI], where you cannot use it, by experimenting,” Candelon explains.