Rethinking strategy: How generative AI is revolutionizing digital strategy

For companies, this means that their digital strategy is facing a fundamental change. Today, it is no longer enough to simply use new tools. It is crucial that companies fundamentally question how they will create value, drive innovation, and connect with their customers in the future. Generative AI plays a key role in this—it opens up opportunities that go far beyond what we have previously understood as digitalization.

New potential for business models and processes

Generative AI is changing how companies work – from product development to marketing and customer service to strategic planning. It not only enables faster and more efficient content creation, but also helps simplify complex processes and make communication with customers more personal and dynamic. This is giving rise to new business models: from automated consulting and individual interactions to creative solutions that would have required significantly more time and resources in the past.
Internal processes also benefit. Creative and knowledge work can be made more efficient, prototypes can be created in minutes instead of weeks, and even small teams can achieve a big impact with AI tools. The democratization of technology is becoming a reality – and this is changing the competitive landscape for good.

Strategic responsibility and smart implementation

As promising as the technology is, it also brings challenges. Generative AI can produce erroneous or fabricated content, known as “hallucinations.” It is susceptible to biases originating from the training data and raises legal questions: Who is responsible for AI-generated content? How can data protection and copyrights be upheld?
For the use of generative AI to bring real added value, more than just technological enthusiasm is needed. Companies should develop a clear strategy at an early stage on how and where generative AI can be used effectively. Pilot projects are ideal for gaining initial experience and assessing the actual potential. At the same time, clear guidelines are needed – for example, in the form of internal policies and structures that ensure transparency and security. Equally important is involving employees. Open communication, targeted training, and an innovation-friendly culture are crucial for the successful introduction of AI.

Conclusion: Now is the right time

Generative AI is much more than a passing fad – it marks a real turning point in digital transformation. Companies that align their strategies with it at an early stage will gain clear competitive advantages. The crucial question is therefore no longer whether to engage with the technology, but how it can be integrated into one's own digital strategy in a responsible, meaningful, and long-term manner.