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    November 11, 2023

    BCG Report Shows How Workers Create and Destroy Value with Generative AI

    As technology evolves, businesses need to be ahead of the curve to remain competitive. One of the latest technological trends, Generative AI (Gen AI), has been a topic of discussion in recent years due to its potential to revolutionize creative work. However, there have also been concerns about how it could change the workforce. Boston Consulting Group (BCG) recently conducted an experiment with leading scholars to determine how Gen AI impacts value creation and destruction. In this blog post, we will summarize and reference their findings, exploring the potential implications of Gen AI on the future of work.


    What is Generative AI?

    Generative AI uses algorithms that simulate human-like creativity. It enables machines to create new content without human intervention. It is different from traditional AI, which is programmed to follow a set of rules. With generative AI, machines learn from data, recognize patterns, and create outputs without any explicit human instruction.


    BCG’s Experiment to Understand Impact of Gen AI on Value Creation, or Lack Thereof

    BCG's experiment aimed to understand how Gen AI impacts value creation and destruction. The study involved 350 business professionals and experts from various industries. The participants were divided into two groups. The first group used Gen AI for creative tasks, such as designing logos, writing short stories, and composing music. The second group used Gen AI for business strategy tasks, such as market analysis and product development.


    The results demonstrated that Gen AI adds value most efficiently in creative tasks. The first group reported that Gen AI helped them produce better quality and more creative outputs. The participants said that the AI generated original ideas that they would not have thought of themselves. In contrast, the second group reported that the AI was less helpful for business strategy tasks as it did not provide insights beyond what they already knew.


    BCG’s experiment highlighted that Gen AI can offer significant benefits in creative tasks, particularly those requiring human-like creativity. The study also demonstrated that, for the time being, Gen AI does not seem to replace the role of human beings in business strategy tasks. Therefore, businesses should prioritize investment in developing employee creativity and human intuition.


    Implications of Generative AI on The Future of Work

    The findings from BCG’s experiment have significant implications for the future of work. As more companies start using Gen AI, it will become increasingly important to understand how it can maximize value creation. Businesses must recognize that this technology is primarily suited for creative tasks, therefore, prioritizing flexibility and upskilling current employees in these areas will become essential.

    Gen AI has significant potential to revolutionize the way businesses operate, but its most significant impact will likely be in creative work. The study by BCG emphasizes the importance of prioritizing human creativity and intuition in business strategy tasks and demonstrates that human input remains crucial for value creation in these areas. Further exploration of Gen AI’s capabilities will undoubtedly shed more light on its broader implications, making it more critical than ever that business leaders remain aware of the factors that affect value creation and destruction.

    Drew Fortin

    Drew is a people-first, values-driven leader with nearly 20 years of growth strategy and team-building experience across retail, marketing technology, local media, and HR tech. He spent 7 years at The Predictive Index, where he was Chief Growth Officer responsible for the company's strategy to build the world's first...

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