Generative AI has captured the public’s imagination. It is able to produce first drafts and generate ideas virtually instantaneously, but it can also struggle with accuracy and other ethical problems. How should companies navigate the risks in their pursuit of its rewards? In picking use cases, they need to balance risk (how likely and how damaging is the possibility of untruths and inaccuracies being generated and disseminated?) and demand (what is the real and sustainable need for this kind of output, beyond the current buzz?). The authors suggest using a 2×2 matrix to identify…
