Generative AI Will Change Your Business. Here's How to Adapt.

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 our last HBR piece, "Customer Experience in the Age of AI," we discussed how the use of one's customer information is already differentiating branded experiences. 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. And then as the software follows the customer, it will go to places that range beyond the tight boundaries of a brand's product. It will need to offer solutions to things the customer wants to do.