Competitive advantages through generative AI: expertise as the key to implementation

Citation
Technische Universität Hamburg (2025)
Peer Reviewed
false
The Problem
In order to understand generative AI and its mechanisms of action, players need a high level of abstraction (Saitta and Zucker, 2013). However, many companies lack the necessary expertise for the technology. In addition to cultural factors, this lack of expertise is the main barrier to a results-oriented implementation of the technology (Campos Zabala, 2023).
The Solution
To identify valuable fields of application, companies need to understand the expertise in the decision-making processes of their own activities. The article shows concrete examples and steps that companies can use to test and apply new technological possibilities to their own use cases.
Subjects
Competitive advantage
Generative AI
DDC Class
006: Special computer methods
658: Marketing
Publication version
publishedVersion
Lizenz
https://creativecommons.org/licenses/by/4.0/
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118_Competitive advantages through generative AI expertise as the key to implementation_January 2025.pdf

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