Introduction: Beyond Technological Novelty to Strategic Necessity

The advent of advanced Generative Artificial Intelligence (GenAI), marked by the public release of sophisticated models like ChatGPT, represents a pivotal moment in the history of automation and organisational management. For the first time, technology can interact in natural human language, process unstructured data at scale, and generate novel content, positioning GenAI not merely as an incremental improvement but as a general-purpose technology poised to create the next frontier of productivity. The potential economic impact is substantial, with estimates suggesting GenAI could add trillions of dollars annually to the global economy by automating a significant portion of employee activities and creating value across functions like marketing, sales, customer operations, and software engineering.