Generative AI (gen AI) represents the next evolution of AI systems – characterized by its ability to learn, adapt, and collaborate in ways once reserved for human intelligence. It has emerged as a game-changing technology that promises to reshape all industries and redefine the way people interact with organizations. The potential benefits are staggering, but businesses must understand that harnessing gen AI’s full potential is contingent upon careful preparation.In its report Harnessing the value of generative AI, the Capgemini Research Institute noted 96 percent of the executives surveyed have put the technology on their boardroom agenda. That said, many leaders are unsure how to get started.Capgemini’s Ollie East, Shawn Goodin, and Pranav Kumar recommend customer experience as an area in which the technology can make a profound difference. Here, they describe the enormous positive impact gen AI can bring to CX. But they also caution that ensuring the enterprise is ready for gen AI is not merely an option. It's a strategic imperative that necessitates a fundamental shift in how organizations approach data, infrastructure, and their overall business strategy.