Four Ways GenAI Can Give You a Competitive Edge / 生成式AI构建竞争优势的四大路径
**How to put generative AI to work for your business.**
**如何让生成式AI为你的业务创造价值**
The path to success with generative AI (GenAI) isn't a one-size-fits-all strategy. In this video series, INSEAD professors reveal four ways GenAI can be leveraged to gain a significant edge.
生成式AI的落地成功没有通用的万能策略。在这个系列视频中，欧洲工商管理学院（INSEAD）的教授们总结了四条可借助生成式AI获取显著竞争优势的路径。
They unpack how the technology can help businesses scale decision-making power, learn from the past, unlock new possibilities and amplify existing strengths.
他们详细拆解了这项技术如何帮助企业规模化提升决策能力、从过往经验中学习、开拓全新可能性，以及放大现有优势。
**1. Scale intelligence: Free up human minds**
**1. 规模化智能：释放人力价值**
*, Visiting Professor of Decision Sciences*
（决策科学客座教授 Anton Ovchinnikov）
GenAI offers a new path to competitive advantage through intelligent decision-making at scale. Beyond cost savings and risk reduction, GenAI can tackle the vast majority of decisions that are \"too small\" for human analysis.
生成式AI通过规模化的智能决策为企业开辟了获取竞争优势的新路径。除了降本控险之外，生成式AI还能处理绝大多数对人类来说“不值得花费精力分析”的微小决策。
Studies show that 70 percent of decisions fall into this category, such as deciding whether to go to the gym today. These have minimal consequences but consume valuable human thinking power. GenAI can lower the cost of applying intelligence by automating these decisions.
研究显示，70%的决策都属于这类范畴，比如决定今天要不要去健身房。这些决策的影响微乎其微，却会消耗人宝贵的思考精力。生成式AI可以通过自动化处理这类决策，降低智能应用的成本。
Essentially, GenAI can free up humans for higher-impact work. By applying intelligence to more situations, it offers a powerful new way to gain a competitive edge.
从本质上来说，生成式AI能把人类解放出来，去做更有影响力的工作。通过将智能应用到更多场景中，它为企业获取竞争优势提供了强有力的新方式。
📝 这点其实和日常工作的感受特别契合：很多人每天都被大量细碎、低价值的决策耗光了精力，反而没办法把注意力放在真正重要的核心判断上。如果AI能帮我们过滤掉这部分负担，产出效率提升会非常可观。
How does GenAI create competitive advantage? | Anton Ovchinnikov
生成式AI如何创造竞争优势？| Anton Ovchinnikov
**2. Cure organisational “amnesia” and fuel learning**
**2. 治愈组织“失忆症”，推动持续学习**
*, Associate Professor of Marketing*
（市场营销学副教授 David Dubois）
A key reason firms fail to transform and adopt technologies is that they suffer from \"amnesia\" – they forget learnings from past experiments. GenAI can help by building an \"organisational memory\".
企业转型和技术落地失败的一个核心原因是它们患有“失忆症”——会忘记过往试错积累的经验教训。生成式AI可以通过构建“组织记忆”来解决这个问题。
For instance, a marketing department could develop a comprehensive database of past campaigns and promotions, accessible to everyone through a conversational interface. This allows for real-time process optimisation based on past learnings.
举个例子，市场部门可以搭建一个涵盖过往所有营销活动和促销案例的完整数据库，所有人都可以通过对话界面访问其中的内容。这就能让团队基于过往经验实时优化工作流程。
GenAI also provides new tools to speak with real-time analytics data and zoom in or out on market trends, identifying threats and opportunities instantaneously. Ultimately, GenAI can empower companies to become the best at continuous learning and adaptation.
生成式AI还提供了和实时分析数据交互的新工具，可以灵活放大或缩小观察市场趋势的粒度，瞬间识别出风险和机遇。最终，生成式AI能帮助企业成为持续学习和适应能力最强的市场参与者。
📝 很多公司其实都有“重复踩坑”的问题：换个项目负责人，之前踩过的坑就要再踩一遍。如果真的能把所有历史经验都沉淀成可随时调用的组织记忆，团队的试错成本会低很多。
How does GenAI create competitive advantage? | David Dubois
生成式AI如何创造竞争优势？| David Dubois
**3. Unleash superhuman intuition**
**3. 释放超人类直觉**
*, Associate Professor of Decision Sciences*
（决策科学副教授 Jerker Denrell）
The key promise of GenAI is to automate intuition, similar to how procedural computation has automated tasks like complex calculations and accounting. Exceptionally advanced intuition will help firms increasingly automate tasks and discover many more applications.
生成式AI的核心价值在于它能将直觉自动化，就像过去程序计算把复杂运算、会计这类任务自动化一样。极其先进的直觉能力将帮助企业逐步实现更多任务的自动化，同时发掘出更多应用场景。
The ability to employ such “superhuman” intuition and speed in generating creative outputs is a powerful tool. Just as the introduction of databases and spreadsheets opened up unforeseen business opportunities, entrepreneurs who can identify new possibilities enabled by superhuman intuition will drive value creation.
这种运用“超人类”直觉、快速生成创意产出的能力是非常强大的工具。就像当年数据库和电子表格的出现催生了大量意料之外的商业机会一样，能够发掘超人类直觉带来的新可能性的创业者，将成为价值创造的核心推动者。
Therefore, the question for smart leaders is: What new opportunities can we seize with these superhuman capabilities?
因此，对明智的领导者来说，需要思考的问题是：我们能借助这些超人类能力抓住哪些新机遇？
📝 之前大家总觉得AI只能做规则明确的事，现在生成式AI已经能处理很多需要模糊判断、创意灵感的工作了，这部分想象空间其实比自动化常规任务要大得多。
**4. Leverage and amplify existing advantage**
**4. 撬动并放大现有优势**
*, Assistant Professor of Strategy*
（战略学助理教授 Hyunjin Kim）
Challenges in GenAI adoption currently exist, and many firms have a hard time realising the gains from implementing or using such technologies. Firms that can overcome these hurdles will likely find a competitive edge.
当前生成式AI的落地仍存在不少挑战，很多企业都很难从技术部署和应用中实际获益。能够克服这些障碍的企业，很可能就此建立竞争优势。
GenAI could also transform what companies look like and how decisions are made. Firms that have better data, or are able to develop superior models, can leverage GenAI with far greater sophistication, widening the competitive advantage gap.
生成式AI还可能重构企业的形态和决策方式。拥有更优质数据、或者能够开发出更优秀模型的企业，可以更成熟地运用生成式AI，进一步拉开竞争优势差距。
Ultimately, GenAI may reinforce and amplify existing sources of competitive advantage. It could strengthen economies of scale or scope, or empower organisations with strong human capital to make even better decisions.
最终，生成式AI可能会巩固并放大企业现有的竞争优势来源：它可以强化规模经济或范围经济效应，也能让拥有优质人力资本的组织做出更出色的决策。
📝 这点其实很现实：AI不是“公平器”，反而可能是优势放大器。本身底子好的企业用AI只会更强，原本就落后的企业如果跟不上AI的步伐，差距只会越拉越大。
How does GenAI create competitive advantage? | Hyunjin Kim
生成式AI如何创造竞争优势？| Hyunjin Kim
Whether it's by handling “minimal consequence” decisions that consume valuable brainpower, empowering data-driven learning and decision-making, unlocking superhuman intuition to generate creative outputs or supercharging existing competitive edge, GenAI offers a powerful toolkit for businesses to reshape how they compete and redefine success.
无论是通过处理消耗宝贵脑力的“低影响”决策、赋能数据驱动的学习和决策、释放超人类直觉来生成创意产出，还是强化现有竞争优势，生成式AI都为企业提供了一套强大的工具，足以重塑竞争方式、重新定义成功的标准。
读者总结
这篇文章是INSEAD的几位教授总结的生成式AI为企业构建竞争优势的四大核心路径，分别是规模化智能释放人力价值、搭建组织记忆解决经验流失问题、自动化直觉释放创意潜力，以及放大企业现有竞争优势。核心观点是生成式AI没有通用落地公式，企业需要结合自身情况从这四个方向找到适合自己的应用路径，而且AI不会抹平差距，反而会让能落地好这项技术的企业进一步拉开和竞争对手的距离。对我自己的启发是，不管是企业还是个人，与其焦虑AI会不会替代自己，不如先从用AI替代自己日常的低价值决策和重复工作入手，把精力放在更核心的能力提升上，同时要重视经验沉淀，这样才能真正借AI的力量放大自己的优势，而不是被技术淘汰。
来源：https://knowledge.insead.edu/strategy/four-ways-genai-can-give-you-competitive-edge
