The new creative wave  

We’ve been handed the most powerful growth tool since the introduction of the internet. So, why is it that most conversations about GenAI are all about efficiency and killing jobs?

This narrow lens misses the real story: AI’s capacity to spark an era of creativity and innovation on an unprecedented scale. GenAI has the potential to redefine entire industries, open new markets and expand what we thought was possible.

From IT cost center to everybody’s business

For too long, technology has been siloed within the IT department, evaluated primarily as a cost center that needs to prove its value through savings.

However, GenAI is now seen as a business asset, aligned closely with strategy, growth and innovation. Seen through this lens, GenAI is no longer just about running more efficient operations — it’s about reimagining entire business models.

Take L'Oréal, for example. Through its AI-driven platforms, the company uses customer data and skin analysis to develop highly personalized skincare products, going so far as to create beauty regimens tailored to unique skin concerns. GenAI is integral to their ability to scale these personalized experiences and build customer loyalty. This isn’t just cost-saving; it’s a forward-looking approach that places customer needs at the core, driving loyalty and engagement on a massive scale.

Start asking bigger questions

Real innovation rarely comes from limiting ourselves to optimizing what already exists. Imagine, for instance, if we only thought about how AI could make assembly lines faster — what a waste of potential that would be. The real breakthroughs come when we’re bold enough to ask bigger questions.

Consider the Earth Species Project. This team of AI engineers aims to decode the languages of the 8 million species we share the planet with. Their goal? Capture and translate animal languages using generative AI to make interspecies communication possible. Imagine being able to chat with your cat or dog — what would that be worth?

In business, this kind of bold curiosity drives meaningful innovation. Unilever, for instance, uses GenAI to develop new, sustainable products by simulating consumer preferences and testing variations virtually. In food, this approach helps them find alternatives to traditional ingredients, cutting waste and reducing environmental impact. And this type of innovation is already impacting behaviors in the home — chatbots can now scan the ingredients inside your fridge and come up with meal ideas that reduce waste in seconds.

Proprietary data as competitive advantage

Once AI no longer relies on public information for training, companies with proprietary data will become the new powerhouses of innovation. Big brands with loyal customer bases and rich data sets will be able to deliver unique experiences and highly customized products that startups will struggle to replicate.

Nike exemplifies this competitive edge. By leveraging customer data, Nike has been able to design personalized footwear tailored to individual preferences and physical activities, creating products that speak directly to each consumer’s unique needs. This approach not only enables them to compete successfully against new market entrants but reinforces brand loyalty, proving that GenAI can do much more than just reduce costs. It can create high-value, personalized experiences that drive new revenue streams.

Proprietary data is also a powerful driver of competitive advantage at Nissan, where predictive analytics help forecast market trends, while personalization tailors customer experiences. “The fact that we have so much proprietary data from the vehicles, from our ecosystem — that is the thing that will be the game-changer, the difference [between us and] anyone else doing generative AI-type work,” Viv Yuen, Nissan’s Head of Global Digital Product and Implementation, shared on an episode of Valtech Cafe.

Similarly, IKEA’s AI-driven interior design app enables customers to visualize how furniture will look in their homes, designing layouts based on their preferences. This goes beyond simple product placements, letting users create spaces that feel truly personal. Here, AI supports a unique customer experience, bridging the gap between imagination and reality — a true embodiment of what it means to use technology to add value.

Get ready for generative business

Efficiency gains are valuable, but they’re backward-looking. To unlock generative AI’s full potential, we need to see it as more than an operational tool. GenAI invites us to rethink growth strategies and reshape products and experiences from the ground up.

This shift toward “generative business” emphasizes experience-driven innovation and real-time learning. Now is the time for leaders to use GenAI as a growth engine, embracing its ability to redefine the future — not just optimize the past.