Generative AI is reshaping how businesses engage with customers, with 50%-70% of its potential value in customer interactions. Early adopters are leveraging AI to identify unmet needs, innovate marketing, and improve customer value chains. Companies using AI in customer-focused initiatives can achieve 25% higher revenue over five years. Challenges like risk management and talent gaps slow adoption, but inaction is the greatest risk. Responsible AI frameworks, integrated digital cores, and C-suite leadership are critical for scaling AI-driven reinvention. Examples from BBVA and BMW highlight AI’s impact on productivity and customer experiences, driving growth and innovation.

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