NTT DATA Business Solutions
Adrian Kostrz | May 23, 2024 | 7 min read

The future of AI in your business

This article delves into the evolving role of AI in business, highlighting trends, challenges, and strategies. From enhancing efficiency to navigating ethical complexities, we explore how AI is not just a technological tool but a catalyst for innovative thinking, ensuring your company stays ahead in a rapidly advancing digital world.

Young woman standing in front of a digital dashboard visualizing AI in business.

AI and the future of work

AI is reshaping job roles and how we approach work. What does this mean for the future of work, and what lessons should we learn from history?

ChatGPT’s influence and the broader implications for job roles

Since the large language model ChatGPT appeared in November 2022, generative artificial intelligence (GAI) has hit the mainstream and entered the public imagination. Within just two months, ChatGPT, created by OpenAI, became the fastest-growing internet service in history.

The powerful generative AI-driven chatbot is now used in diverse sectors for content creation and ideation, coding, customer service, text analysis, and more. AI’s ability to handle mundane and repetitive tasks is its most obvious benefit, but what are the broader implications for jobs and the role of workers?

Historical perspective on technology adoption and job transformation

Looking at how technologies have been adopted through the ages, it’s a story of skepticism, followed by acceptance and adoption. The combustible engine and cars, the telephone, radio, and television are all examples. All have been met with curiosity and alarm, with the fear that each would destroy industries and traditional society.

Ultimately, each new technology has resulted in jobs disappearing, only to be replaced with new roles in different channels that offer even more opportunities. For example, the production of the Ford Model T increased employment as the product’s popularity soared in the early 20th century. Yet, it also marked the end of the horse and carriage industry and the loss of those jobs.

AI as an augmenter of human tasks rather than a replacement

Generative AI will undoubtedly automate many repetitive and analytical tasks, and the emergence of applications like ChatGPT will change how businesses operate. However, it’s important to take lessons from history, embrace the technology, and retrain workers to adapt to it and benefit from the job opportunities it brings, some of which we cannot yet foresee.

AI's impact on business operations

On an operational level, we will see some significant changes affecting industry sectors, driving efficiency and cost reduction.

Automation in various industries: customer service and data-driven decisions

ChatGPT’s ability to deliver human-like responses and vast knowledge database make it the ideal customer service solution, for example, helping medical professionals with treatment plans or giving the public quick legal or financial advice. Likewise, generative AI models can process huge volumes of data and make immediate data-driven decisions far faster than humans. The system can analyze and summarize large, complex documents within minutes, detect patterns and correlations, and make decisions based on the findings. This can also be applied, for example, to credit risk assessments that an analyst would traditionally perform – machines can do this more efficiently.

AI’s role in marketing and sales: personalization and consumer behavior analysis

The rise of e-commerce and social commerce has given businesses a vast amount of valuable customer data. By leveraging the power of AI, marketers can quickly extract data-driven insights into customer behavior. The systems can perform split testing activities and write the best email subject lines based on the results.

With such technology, sales and marketing teams can significantly improve their market targeting, create personalized services that cater to prospects’ deepest desires and let AI constantly refine the process.

The transformative effect on operational efficiency, cost reduction, and revenue growth

All sectors will benefit from the various AI models as they incorporate them into their operations – marketing uses digital interfaces and profiling to attract customers. At the same time, chatbots save companies time and resources and gather voice of customer data.

Machine learning and AI technologies enable the streamlining and automation of manufacturing, production and logistics processes.

According to McKinsey, these could cut operating costs by more than 20%. Overall, we see AI’s transformative potential in all aspects of operations, reducing costs and driving growth excellence.

AI's impact as a business enhancer

AI emerges as a business enhancer in almost every aspect of a company’s operations. Let’s examine the impacts in more detail.

AI’s role in decision-making and operational efficiency

AI’s machine learning algorithms can analyze vast amounts of raw data and quickly deliver results and insights that no human brain could simultaneously achieve. Based on its analysis, it can propose several options so that businesses can make effective data-driven decisions. Automating and streamlining the decision-making process is hugely cost-effective and efficient. As mentioned, it’s already used in customer service chatbots, automated HR processes, supply chain optimization, and strategic planning.

AI’s broad applicability across industries for problem-solving and data analysis

Businesses often need support with issues like substandard insights, data overload, and complicated decision-making processes. AI can help solve such problems by leveraging advanced algorithms to look for patterns and insights and make effective data-based decisions.

From finance to manufacturing, healthcare and life sciences to retail, AI is changing how industries solve problems.

Take healthcare, where AI leverages real-time patient data to develop treatment plans, predict disease, and advise on the most effective drugs based on genetic profiles. It can also warn people about conditions like diabetes or heart disease early.


Woman looking at her mobile phone.

The evolution of AI from a tool to a decision-maker

The e-commerce industry is an excellent example of AI technology’s evolving application. Initially used just for product recommendations, it is now an indispensable part of e-commerce operations, from customer service chatbots, demand forecasting, and supply chain optimization to visual search recognition. It can also help ensure that a company’s pricing strategy remains competitive by analyzing market conditions and making automatic data-driven decisions.


Strategic AI adoption in business

We’ve seen the short-term gains from generative AI, but what are the benefits of strategic adoption, and how should you begin?

The long-term impact of AI on business: necessity for adoption

E-commerce companies are amongst the leaders in using AI-centric operations. Likewise, although slower in its digital transformation, the logistics industry recognizes the value AI can bring, and companies are integrating it into their operations. A recent Gartner survey reveals that half of the supply chain organizations plan to implement generative AI in the next twelve months.

AI’s ability to analyze and provide insights from large volumes of raw data and to speed up processes and tasks can help shape companies’ long-term strategic planning and market positioning. The use cases are virtually limitless, and the long-term impact of AI and LLMs on business will be enormous. Therefore, companies must adopt and invest strategically to stay competitive.

A young woman interacts with a digital human.

AI in enhancing internal and external communication

One of AI’s most significant impacts has been through LLMs.

Chatbots respond to customer enquiries faster and more efficiently now than human representatives, freeing up company time and resources and enhancing the customer experience. Further, the data gathered can be used to generate tailored marketing content to boost conversion rates. In addition, AI can produce a company’s social content while identifying trends and insights to improve communication.

Inside organizations, automated HR assistants can provide support by answering standard employee enquiries, and translation services can help bridge gaps between employees in international companies.

Learning for a post-pandemic era with AI-powered solutions

AI is not only about process optimization and automated customer service vehicles; it’s also about learning and growth. For businesses to effectively integrate AI into their operations long-term, they must have AI expertise in the workforce and focus on training.

Many industry pioneers are building AI-focused teams to drive innovation. These teams are typically made of diverse skill sets and consist of strategists, AI developers, and business analysts. The approach improves team synergy and enhances creativity and problem-solving.

In addition, companies are using AI for internal training programs to upskill employees’ skills. Such AI-powered solutions for training and development are becoming the industry norm.

Training professionals can use generative AI and natural language processing to create personalized, engaging, and relevant programs. The result is a cost-effective but enriching training experience for the employee.

How people are using generative AI

A recent study conducted by Filtered Technologies mined thousands of comments from online forums like Reddit and Quora and identified 100 different use-case categories for individuals using GenAI for work and leisure. It found that the use of the technology is: ‘as wide-ranging as the problems we encounter in our lives’.

The results were collated into six top-level themes – listed here in descending order of usage:

  • Technical assistance & troubleshooting (23%)
  • Content creation & editing (22%)
  • Personal & professional support (17%)
  • Learning & education (15%)
  • Creativity & recreation (13%)
  • Research, analysis & decision making (10%)

AI's impact on transforming your business

Generative AI drives innovation and opens opportunities in countless areas. Its transformative power is most visible in the way it improves efficiency and productivity.

AI in enhancing business efficiency and providing data-driven insights

Thanks to AI automation tools, repetitive, high-volume, and time-consuming manual tasks can be easily automated, enabling employees to focus on more critical and value-added activities. As a result, companies can vastly increase their efficiency and productivity.

As we have seen above with e-commerce, the increase in digitization has led to businesses generating huge amounts of data, which AI technology can quickly process, revealing patterns and trends and providing valuable insights.


Man standing in a warehouse.

Examples of AI integration for process optimization and strategic decision-making

Industrial sectors, while slower to adopt AI, are amongst the most suited to benefit from it, relying heavily on data-driven decision-making.

For example, AI in logistics can help improve real-time visibility, optimize transportation routes to increase efficiency, and make data-based decisions to proactively address issues — all leading to a better customer experience and cost savings.

In supply chain management, AI analytics with machine learning can optimize supply chain operations, predict demand and monitor and control inventory levels.

In the industrial processing sector, huge benefits can also be gained through AI. According to a 2023 McKinsey report, processing companies that have adopted AI into their operations have increased production by up to 15 percent, with a 5 percent increase in EBITA.


Emphasizing AI’s role in both short-term gains and long-term strategy

In the relatively short time that generative AI has appeared, businesses have rapidly adopted it across multiple industries. Capabilities such as process automation, content creation, responsiveness, and better decision-making are the quick wins driving efficiency and cost reduction.

However, it’s also important to focus on the longer-term strategic benefits. AI’s ability to analyze vast datasets and draw valuable insights can help shape companies’ strategies.


The rapid rise and integration of generative AI are reshaping our approach to work. Its transformative potential opens up endless possibilities, from short-term productivity gains to long-term strategic insights.

Despite our historical misgivings, AI emerges as an enhancer rather than a replacement for human tasks, and one which will ensure your business stays competitive. It’s our task to ensure AI remains human-centric and ethically responsible.

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