How Businesses Can Leverage GenAi for Competitive Advantage

May 14, 2025

In today’s fast-changing business world, using advanced tech like generative artificial intelligence (GenAi) is key to staying ahead. GenAi helps businesses automate up to 70% of decisions that were too small for humans to handle. This makes work more efficient and helps make better decisions¹.

Companies can also use better data and models to overcome GenAi adoption hurdles. This boosts their growth¹. Big companies that use smart AI strategies could add over $7 trillion to the global GDP in the next decade. This shows how big GenAi’s impact can be².

By adding GenAi to their plans, businesses can grow stronger and keep innovating. They can also automate more processes¹². Using GenAi helps businesses stay on top in the market and keep their edge.

Key Takeaways

GenAi gives businesses powerful tools for making decisions on a large scale.
Using GenAi can automate 70% of small decisions, making work more efficient¹.
Adopting a full AI data strategy could add $7 trillion to global GDP in a decade².
GenAi helps businesses keep learning and improving their processes¹.
Companies can get ahead by using better data and models¹.

Understanding GenAi and Its Impact on Business

GenAi technology is changing the game in artificial intelligence. It’s making big waves in how businesses operate across different fields. With smart machine learning and natural language processing, GenAi helps companies make smart decisions on a big scale.

What is GenAi?

GenAi, or Generative AI, is at the top of AI tech. It can dig through lots of data, spot patterns, and come up with new ideas. It’s not just about understanding data; it can also create new content like text, images, and videos.

In the UK, 19% of users are using GenAi to make videos³. GenAi is great at handling messy data, which is super helpful for businesses with chaotic datasets⁴.

The Evolution of Artificial Intelligence

The AI journey has seen huge leaps forward. From simple AI to complex neural networks, the progress is impressive. Early AI tools did basic tasks, but GenAi can now do complex analyses and offer deep insights.

In the UK, 70% of GenAI users think it makes work better for employees³. GenAi also gets better with each use, thanks to its ability to learn and adapt⁴.

GenAi in the Context of Marketing

In marketing, GenAi is changing the game with personal experiences and predictive analytics. It helps businesses tailor their offerings to meet customer needs. For example, 71% of UK GenAI users believe it can improve products and services³.

GenAi needs good data to work well, and it’s important to use it ethically⁴. By combining GenAi with industry knowledge, businesses can gain a big edge over competitors.

Aspect	UK Users with GenAI	UK Users aware but not using GenAI
Improvement in Products/Services	71%	46%
Better Work Experiences	70%	36%

The Role of Tapouts in Omnichannel Marketing

In today’s fast-changing digital world, tapouts are key moments that boost customer interaction and make the buying path smoother in omnichannel marketing.

Defining Tapouts and Their Function

Tapouts are special interactions on digital platforms that help customers on their buying journey. They can be anything from interactive ads to chatbots. For example, Amazon uses AI to make their ads more engaging, showing how tapouts are vital in omnichannel strategies⁵.

Tapouts as Touchpoints in Customer Journeys

Tapouts are important points that keep customers engaged. They make sure the buying journey is smooth across different channels. Omnichannel marketing uses tapouts, like AI chatbots and interactive ads, to give a unified experience. This ensures customers get the same level of support everywhere, from voice to WhatsApp⁶.

Benefits of Omnichannel Engagement

Using tapouts in omnichannel marketing brings many benefits. It helps businesses collect more data, giving them insights into what customers like. For instance, GenAI helps retailers manage stock better by analysing sales and trends⁷.

It also opens up more sales chances by offering customised interactions on the channels customers prefer. Marketers are also using AI to make their ads better, showing how AI is becoming more important in reaching customers⁵.

Strategies for Implementing GenAi in Marketing

To use GenAi in marketing, you need a clear plan. This plan should focus on making decisions based on data, personalising messages, and automating how you talk to customers. Doing this well can make your marketing better and help you stand out from the competition.

Data-Driven Decision Making

Starting with GenAi means you need to manage your data well. You should spend a lot on managing and using your data. This is key for training AI and getting good results⁸.

Forrester says most companies are now trying out GenAi⁹. They see how using GenAi can give them an edge⁹. It’s also important for marketing leaders and tech experts to work together well⁹.

Personalisation Through GenAi

GenAi makes it easy to personalise messages for each customer. This makes your marketing more relevant and can build stronger relationships with customers. But, it’s crucial to make sure the AI content is real and trustworthy.

About 70% of people are cautious about AI content⁸. This shows the need to watch over how content is made. This way, you keep your customers’ trust and keep them interested.

Automating Customer Interactions

GenAi helps make customer interactions faster and more accurate. This leads to better service and saves money by reducing mistakes. Gartner found that most marketing leaders think GenAi will help their plans this year⁸.

For CMOs, training their teams to use GenAi well is key. This will improve their marketing efforts⁹.

By following these steps, businesses can make their marketing more efficient and effective. They can really use GenAi to their advantage.

Case Studies: Successful GenAi Implementations

Many top companies have used GenAi to change how they work and make things more efficient. These GenAi case studies show how big names are using this tech in their daily tasks.

Notable Brands Using GenAi

Klarna’s GenAi agent handles 75% of customer service chats, with over 2.3 million talks. It scores as well as human agents and cuts response time from 11 minutes to just two¹⁰. Best Buy uses a GenAi virtual assistant for better customer service in stores and online. IHG Hotels & Resorts has a GenAi travel planner for over 6,000 hotels worldwide, giving personal travel tips.

ING Bank’s GenAi agent deals with 16,500 weekly questions, cutting down on human help. It could serve 37 million customers in ten markets¹⁰. Mercedes-Benz’s GenAi sales assistant in the U.S. has had over a million chats, changing how they talk to customers¹⁰.

Lessons Learned from Successful Implementations

These GenAi case studies show the key to success is always improving and staying flexible. H&M’s GenAi shopping assistant has cut response times by 70% and added a voice search to their app¹⁰. Lenovo’s GenAi agent has boosted contact centre staff’s productivity by 15% and made customers very happy¹⁰. These stories teach us to keep improving and seize new chances.

Future-Proofing Business Strategies

Businesses need future-proof strategies to stay relevant. GenAi is changing the game in the pharmaceutical world by automating tasks. This makes work easier and cuts down on mistakes, helping SAP transformations¹¹. Such plans lead to ongoing innovation, flexibility, and faster projects, building trust in system performance¹¹.

In summary, these examples from different fields show GenAi’s big impact. It improves customer service and makes internal tasks smoother. Companies that use GenAi stay competitive and lead in their fields.

Measuring the Success of GenAi Initiatives

To measure GenAi success, businesses need to look at several Key Performance Indicators (KPIs). These KPIs help us understand how well GenAi works in different areas. For example, a retail AI tool saw a 185.7% return on investment, while healthcare AI tools saw an 83.3% return¹².

This shows that GenAi can have different levels of success in different fields. It gives us important benchmarks to judge its performance.

Key Performance Indicators for GenAi

Important KPIs for GenAi include metrics like accuracy and user engagement. We look at things like precision, recall, and the F1-score. We also check user retention and how long users stay engaged¹².

The Net Promoter Score (NPS) is also key for measuring customer happiness. A survey found that 28% of IT leaders in big companies saw a positive return from GenAi¹³.

Analysing Customer Engagement Metrics

By studying customer engagement, we learn what customers like and do. We look at how long they stay and if they come back¹². We also check how fast and efficient GenAi is¹².

As GenAi spending in North America is set to rise by 67% to $6 billion in 2024, the demand for clear success is high¹³.

Adapting Strategies Based on Insights

With detailed data analysis, we can adjust our plans to meet changing needs and wants. For example, 46% of companies found GenAi did better than they thought¹³.

Real examples of saving money and making more through AI show the need for quick, smart changes. This keeps businesses ahead in a fast-changing world¹².