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  "documentTitle": "Now decides next: Getting real about Generative AI",
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      "text": "Therefore, many forward-thinking organizations are implementing Generative AI without specific ROI targets as they realize they can't afford to get left behind in this critical and fast-moving market.",
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      "text": "Value objectives and priorities for Generative AI can—and should—vary by organization, industry and use case. Where the technology’s potential impact is strategic and truly game-changing, the need and latitude for experimentation, learning and innovation are much greater (with less emphasis on immediate payback) than in situations where productivity and cost savings are the primary expected benefits.",
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      "text": "That said, there are many ways to define and measure value—especially for a technology with the transformational potential of Generative AI. Although financial return on investment (ROI) is important, value drivers such as innovation, strategic positioning and competitive differentiation can be even more important.",
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      "text": "As one executive at a Fortune 500 manufacturing company noted: “We have a very strict internal rule that if we don’t see value from our Generative AI solutions, we won’t do it or we won’t scale it.”",
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      "text": "“Any technology that’s a little over a year old, nobody’s going to have a year’s worth of data to do a backward-looking ROI,” said one tech company executive we interviewed. “And with the fundamental and foundational changes Generative AI offers, it’s very hard to even offer a forward-looking [total cost of operating] or ROI because there’s so many possibilities of impact and varied ways to integrate it into your business.”",
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      "text": "Proving, measuring and communicating value is crucial to an organization’s Generative AI journey. In our survey and interviews, many organizations reported they were increasingly emphasizing the need for Generative AI initiatives and investments to have clear value objectives and deliver tangible results, rather than simply being viewed as experiments or learning experiences.",
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      "text": "1 Value creation",
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