Preparing for an AI future that’s already here

Over the last year in particular, entire industries have been caught out by Generative AI, the branch of artificial intelligence that uses everything that is known already to create something new. For a time, GenAI’s potential was constrained by the materials the technology was exposed to, then the ability to understand this in context. But with accelerating speed those limitations are being overcome.

This is giving rise to a challenging duality: the future is both already here yet still unknown. Companies must step up their preparations for profound changes which for now remain intangible.