Generative AI is making traditional ways to measure business success obsolete

By Kamran Mahroof, Associate Professor, Supply Chain Analytics, University of Bradford
Sankar Sivarajah, Professor of Technology Management and Circular Economy, Kingston University

Businesses are already being radically transformed by artificial intelligence (AI). Tools now exist that offer instantaneous, high-quality results in improving certain operations without the burden of high costs or delays. In fact, generative AI could completely upend the traditional ways that we measure success in business.

Generative AI refers to programs that produce high-quality text, images, ideas and even complex…

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