INSEAD教授深度拆解：生成式AI构建企业竞争优势的4个核心路径
导读
This article summarizes the research results of four INSEAD professors, sorting out four practical paths for enterprises to use generative AI to build competitive advantages, avoiding the misunderstanding of "one-size-fits-all" in GenAI implementation. The core viewpoint breaks down the value of GenAI from the dimensions of decision efficiency, organizational capability, innovation potential and existing advantage amplification, and gives clear application directions for enterprise decision-makers.
这篇文章整理了INSEAD四位教授的研究成果，梳理了企业利用生成式AI构建竞争优势的4条可落地路径，避开了GenAI落地「一刀切」的误区。核心观点从决策效率、组织能力、创新潜力、现有优势放大四个维度拆解了GenAI的价值，给企业决策者提供了清晰的应用方向。
There is no universal strategy for achieving success with generative AI. In this video series, INSEAD professors reveal four ways to leverage GenAI to gain a significant competitive edge, explaining how the technology can help businesses scale decision-making power, learn from past experience, unlock new possibilities and amplify existing strengths.
生成式AI的成功路径从来都没有通用解法。INSEAD的教授们在这个系列研究里拆解了4个可以利用GenAI获得显著竞争优势的方向，解释了这项技术如何帮企业放大决策能力、从过往经验中学习、解锁新可能性，以及放大已有的优势。
1. Scale intelligence: Free up human minds
GenAI opens up a new path to competitive advantage through large-scale intelligent decision-making. In addition to cost saving and risk reduction, GenAI can handle the vast majority of decisions that are "too trivial" to be worth human analysis.
路径一：规模化智能，解放人力
GenAI通过大规模的智能决策开辟了全新的竞争优势路径。除了降本和控风险之外，GenAI还可以承接绝大多数「太小了不值得人工分析」的决策。
Studies show that 70% of decisions fall into this category, such as deciding whether to go to the gym today. These decisions have minimal consequences but consume valuable human cognitive resources. GenAI can reduce the cost of intelligence application by automating these decisions.
研究显示70%的决策都属于这个范畴，就像日常决定今天要不要去健身房这类选择，后果影响很小，但会消耗宝贵的人脑认知资源。GenAI可以通过自动化这类决策，降低应用智能的成本。
Essentially, GenAI can free up human resources to focus on higher-impact work. By applying intelligence to more scenarios, it provides a powerful new way to gain a competitive edge.
本质上，GenAI可以把人力解放出来投入到更高影响力的工作中，通过把智能覆盖到更多场景，提供了获得竞争优势的强力新路径。
2. Cure organisational “amnesia” and fuel learning
A core reason why many enterprises fail to transform and adopt new technologies is that they suffer from "organisational amnesia" — they forget the lessons learned from past experiments. GenAI can help solve this problem by building a systematic "organisational memory".
路径二：治愈组织「失忆症」，驱动持续学习
很多企业转型和采纳新技术失败的核心原因，是得了「组织失忆症」——会忘记过往试验得到的经验教训。GenAI可以通过搭建系统化的「组织记忆库」解决这个问题。
For example, a marketing department can build a complete database of past campaigns and promotions, which is accessible to all team members through a conversational interface. This allows real-time process optimization based on past experience.
举个例子，市场部门可以搭建一个过往营销活动和促销方案的完整数据库，所有人都可以通过对话接口访问，就能基于过往经验实现实时的流程优化。
GenAI also provides new tools to interact with real-time analytical data, zoom in or out on market trends, and identify threats and opportunities instantly. Ultimately, GenAI can enable enterprises to excel in continuous learning and adaptation.
GenAI还提供了和实时分析数据交互的新工具，可以自由放大或缩小观察市场趋势，瞬间识别风险和机会。最终GenAI可以帮助企业在持续学习和适应能力上做到行业顶尖。
3. Unleash superhuman intuition
The core promise of GenAI is to automate intuitive judgment, similar to how procedural computing has automated tasks such as complex calculation and accounting. Extremely advanced intuition will help enterprises automate more tasks and discover far more application scenarios.
路径三：释放超人类直觉
GenAI的核心价值是实现直觉判断的自动化，就像过去流程化计算把复杂运算、会计这类任务自动化一样。达到极高水平的直觉能力会帮企业逐步自动化更多任务，发掘出多得多的应用场景。
The ability to apply such "superhuman" intuition and speed to generate 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.
能用这种「超人类」直觉和速度生成创意产出的能力是非常强力的工具。就像当年数据库和电子表格的出现带来了很多当时无法预见的商业机会一样，能够发掘超人类直觉带来的新可能性的创业者，会成为价值创造的主力。
Therefore, the question for smart leaders is: What new opportunities can we seize with these superhuman capabilities?
所以对聪明的领导者来说，核心问题变成了：我们能用这些超人类能力抓住哪些新机会？
4. Leverage and amplify existing advantage
There are still challenges in GenAI adoption at present, and many enterprises struggle to realize benefits from implementing or using such technologies. Enterprises that can overcome these obstacles will likely gain a clear competitive edge.
路径四： leverage并放大现有优势
目前GenAI落地还存在不少挑战，很多企业都很难从部署或使用这类技术中拿到实际收益。能够跨过这些障碍的企业，大概率会获得明确的竞争优势。
GenAI may also reshape the structure of enterprises and the way decisions are made. Enterprises with higher-quality data or the ability to develop superior models can apply GenAI in a far more sophisticated way, widening the gap of competitive advantage.
GenAI还可能重塑企业的形态和决策方式。拥有更好的数据、或者有能力开发更优质模型的企业，可以用更复杂成熟的方式应用GenAI，进一步拉开竞争优势差距。
Ultimately, GenAI may reinforce and amplify existing sources of competitive advantage. It can strengthen economies of scale or scope, or enable organizations with strong human capital to make even better decisions.
最终GenAI会强化和放大企业已有的竞争优势来源：它可以巩固规模经济或范围经济，也能让拥有优质人力资本的组织做出更出色的决策。
Whether it is handling low-impact decisions that consume valuable cognitive resources, enabling data-driven learning and decision-making, unlocking superhuman intuition to generate creative outputs, or amplifying existing competitive advantages, GenAI provides a powerful toolkit for enterprises to reshape their competitive methods and redefine success.
不管是承接消耗宝贵认知资源的低影响决策、赋能数据驱动的学习和决策、解锁超人类直觉生成创意产出，还是放大现有竞争优势，GenAI都给企业提供了一套强力工具，用来重塑竞争方式、重新定义成功。
来源：https://knowledge.insead.edu/strategy/four-ways-genai-can-give-you-competitive-edge
