How to build a competitive advantage for your brand using generative AI

Abstract

Generative artificial intelligence—defined as AI-enabled technology that analyzes and learns from existing data and generates novel, humanlike content—has emerged as a revolutionary technology for firms seeking sustainable competitive advantage. We highlight the evolution of generative AI (GenAI) from generic, domain-tailored and collaborative systems, which are democratized and only offer demand-driven insights, to the next frontier of alternative perceptual systems. Managers who integrate current large language models into building their brand personae will empower their firms to experiment along the evolutionary journey. By embedding alternative perceptual systems into GenAI platforms, firms can achieve novel, interactive, and personalized insights that their competitors may find difficult to replicate.