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Generative Al, though still an emergent technology, has been in the headlines since OpenAI's ChatGPT sparked a global frenzy in 2023. The technology has rapidly advanced far beyond its early, human-like capacity to enhance chat functions. It shows extensive promise across a range of use cases, including content creation, translation, image processing, and code writing. Generative Al has the potential not only to reshape key business operations, but also to shift the competitive landscape across most industries. The technology has already started to affect various business functions, such as product innovation, supply chain logistics, and sales and customer experience. Companies are also beginning to see positive return on investment (ROD from deployment of generative Al-powered platforms and tools. The overarching message from this research is that plans among corporate leaders to disrupt competition using the new technology-rather than being disrupted- - may founder on a host of challenges that many executives appear to underestimate.