In November 2022, OpenAI released ChatGPT. Within two months it had 100 million users — the fastest-growing application in history. Three years on, the hype has become strategy: enterprises are deploying generative AI not as an experiment but as infrastructure.
Microsoft embedded Copilot across Office 365, giving 345 million users AI that drafts, summarises, and generates reports. Salesforce launched Einstein Copilot inside CRM workflows. Adobe built Firefly into Photoshop and Premiere Pro — Coca-Cola and IBM now generate campaign variants at scale, cutting creative iteration from weeks to hours.
"Generative AI is the most transformative technology since the internet — not because it replaces workers, but because it removes the ceiling on what a small team can produce." — McKinsey Global Institute
The clearest ROI is in high-volume, lower-stakes tasks: customer support, code drafting, document summarisation. Klarna's OpenAI-powered assistant handles two-thirds of all customer chats — the equivalent of 700 full-time agents — resolving issues in 2 minutes versus 11 minutes previously.
The gap between hype and reality is hallucination — generative models produce confident, wrong answers. Enterprises getting the most value treat AI as a force multiplier, not a replacement, and keep humans in the loop for anything consequential.
Generative AI handles the conversation layer. Operational AI — computer vision, IoT analytics, robotics — handles the execution layer. The most capable enterprises are building both.
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