Look for New Ways to Create Value When Deploying GenAI

Writing in Harvard Business Review , BCG Henderson Institute’s Adam Job , Sangeet Paul Choudary , Ulrich Pidun , and Jeffrey Sprong argue that as companies pour resources into GenAI, productivity gains are already being competed away rather than retained. Citing BHI research on 800 US public companies, they contend that the real AI opportunity lies not in doing existing work faster, but in unlocking new value pools by reworking data for AI compatibility and building offerings tailored to new customer needs.