TLDR: Generative AI 101 for Business Leaders
What it is: GenAI creates new content (text, images, code) rather than just analyzing data like traditional AI. It's your creative assistant that works through everyday conversation.
Why it matters: Accessible to anyone, delivers results in minutes, and can automate repetitive tasks that eat up your team's time—think email drafts, meeting summaries, content creation, and customer support.
How to get started:
- Identify time drains - repetitive tasks that don't need deep expertise
- Start small - Try ChatGPT or Claude on a real task for 30 minutes
- Think 20% productivity - focus on giving teams back a few hours per week
Bottom line: Companies experimenting thoughtfully now will have a significant advantage. The question isn't whether AI will change how we work—it's whether you'll lead that change or catch up to it.
If this is new to you: Don't go it alone. The gap between understanding GenAI and successfully implementing it is where most companies stumble. Partner with Fishtank to build the strategy, framework, and team readiness that turn GenAI experiments into competitive advantages.
Action: Schedule a GenAI Strategy Session or start experimenting with one team frustration today.
Why Generative AI Deserves Your Attention
Generative AI is everywhere right now—and not just in your social media feed or that keynote your CMO forwarded you. It's creeping into boardrooms, breaking out in brainstorming sessions, and (depending on your team) probably already helping write that last quarterly update. But beyond the hype and headlines, a lot of business leaders are still left wondering: what exactly is Generative AI, and is it actually worth paying attention to?
Spoiler: Generative AI is not a fad. It's a capability shift. Generative AI is poised to reshape how businesses operate, build, and communicate—from small marketing teams to entire product organizations. And if you're a decision-maker in 2025, having a strong grasp of what it is and why it matters isn't optional.
This blog aims to walk you through the basics—no extra fluff or unnecessary jargon. Just a clear explanation of what Generative AI is, why it's suddenly everywhere, what it's actually capable of, and how you can start leveraging it in your organization (without getting overwhelmed or wasting budget).
What Is Generative AI?
Let's start simple: Generative AI, or "GenAI" if you're trying to sound like you're in the loop, is a type of artificial intelligence that can create brand-new content based on what it's learned from massive amounts of existing data. That includes everything from blog posts and product copy to images, videos, music, code, and business reports. If traditional AI is good at spotting patterns, Generative AI takes that one step further and actually uses those patterns to build something new. It's the difference between an AI that can identify a photo of a dog, and one that can paint a completely original portrait of your dog dressed as a 19th-century sea captain.
This technology is powered by large models like GPT-4 (OpenAI), Gemini (Google), and Claude (Anthropic), trained on hundreds of billions of data points. They're not just pattern matchers—they're builders, creators, and in some cases, collaborators. The real magic is that these models don't just spit out pre-written content. They learn structure, language, logic, and context. The result is a tool that can help humans go faster, think bigger, and build smarter across almost any domain.
Clearing Up the Confusion: AI vs. ML vs. GenAI
One of the first roadblocks for many business leaders is the avalanche of acronyms that come with any AI conversation. AI, ML, LLM, GenAI—it all starts to sound like a Scrabble hand. But it's not as complicated as it seems.
Artificial Intelligence (AI) is the broad umbrella term. Any system that mimics human intelligence—problem-solving, decision-making, learning—falls under this category.
Within that umbrella is Machine Learning (ML), which is a specific method that allows computers to learn from data rather than being explicitly programmed. So instead of hard-coding every possible scenario, we give the machine examples and let it figure out the patterns.
Generative AI (GenAI) is a further evolution within that. It uses machine learning models—often very advanced ones like transformer architectures—to not just analyze data but generate original content.
Think of AI as your entire tech department, ML as the engineers who learn from logs and metrics, and GenAI as the designer-developer hybrid who takes those learnings and turns them into something people actually see, read, or use. It's a progression from insight to execution.
Generative AI vs Traditional Machine Learning: Key Differences
If you're trying to understand where Generative AI fits in the broader AI landscape, this comparison will clarify the key distinctions that matter for business leaders. While both technologies fall under the AI umbrella, they serve fundamentally different purposes and offer distinct value propositions for organizations.
| Key Difference | Traditional Machine Learning | Generative AI |
|---|---|---|
| What it does | Analyzes and predicts "Here's what I found in your data" |
Creates and generates "Here's something new I made for you" |
| Typical outputs | Charts, predictions, recommendations, alerts | Written content, images, code, conversations |
| How people use it | Review reports and dashboards created by data teams | Chat with it directly using everyday language |
| Who can use it | Mainly data scientists and analysts | Anyone who can type a sentence |
| Common business uses | • Fraud detection • Sales forecasting • Customer segmentation • Recommendation engines |
• Writing emails and reports • Creating marketing content • Customer service chatbots • Code generation • AI agents for complex workflows (research, booking, data analysis) |
| Time to see results | Months (requires data setup and model training) | Minutes (start using immediately) |
| Agent capabilities | Single-function analysis Performs one specific analytical task per model |
Multi-step autonomous agents Can break down complex tasks, use multiple tools, and adapt approach based on context |
| Main business value | Statistical insights for decision-making Analyze patterns, predict outcomes, provide data-driven recommendations |
Automate and augment human work Generate content, handle routine tasks, enable flexible problem-solving |
Traditional ML AI excels at analyzing what exists to make better decisions, while GenAI excels at creating what doesn't exist to enhance human capabilities. The former optimizes existing data-driven processes; the latter enables entirely new workflows and possibilities.
The Rise of Generative AI
If it feels like Generative AI appeared overnight, you're not imagining things—but it wasn't actually overnight. The core ideas have been around for years, but several key shifts brought GenAI into the mainstream.
First, the models themselves have gotten dramatically better. Advances in deep learning, paired with huge leaps in computational power, have enabled the creation of what are called "foundation models"—versatile, generalized AI systems that can be fine-tuned for almost any task. At the same time, the cost of computing has dropped significantly, allowing these models to run faster and cheaper.
What once required entire research teams and supercomputers can now be accessed via a browser and an API key.
Another critical shift is accessibility. Tools like ChatGPT, Jasper, Midjourney, and GitHub Copilot made GenAI feel approachable. Suddenly, you didn't need to be a developer or data scientist to experiment with it—you just needed a prompt and an idea. And once people saw how easy it was to get value from it, the floodgates opened.
There's also been a cultural shift. For years, AI was perceived as something happening behind the scenes—an invisible force powering recommendation engines or fraud detection systems. But GenAI is visible. It writes. It speaks. It creates. It's tangible in a way most other technologies haven't been. That makes it more compelling—and far more disruptive.
What Can Generative AI Actually Do for Business?
AI isn't just for data scientists anymore. Generative AI is already at work behind the scenes of smart, competitive organizations—saving time, cutting costs, and unlocking ideas your team would never get to on their own. Here's where it's delivering real value today.
Your Creative Team's Secret Weapon
GenAI made headlines for its content skills—and for good reason. It drafts ad copy, social posts, emails, video scripts, and campaign ideas in minutes. It can personalize messaging for hundreds of customer segments, generate SEO-optimized headlines, and offer A/B test variations on demand.1
Etsy uses AI to match shoppers with one of 200+ personas and generate tailored gift suggestions.2 A consumer bank cut campaign production time by 75% using a GenAI creative assistant—and saw a 20–25% increase in new accounts.2
And in software development, tools like GitHub Copilot and Tabnine are automating code generation, debugging, and even language translation. Gartner projects 75% of enterprise developers will use GenAI by 2028.3
The Fast Lane to Business Intelligence
Drowning in reports, meeting notes, and customer feedback? GenAI cuts through the noise—summarizing long-form content, transcribing meetings, and extracting key decisions and action items.4
It's also analyzing customer sentiment across surveys, reviews, and support tickets—turning scattered feedback into meaningful patterns.5 Tools like Glyph AI and Adobe Acrobat AI Assistant are already built for this.4
Trendspotting Without the Manual Labor
GenAI doesn't just summarize—it surfaces what you didn't know to look for. It finds patterns, anomalies, and correlations in large datasets faster than any analyst.5
It's also a 24/7 market researcher, scanning forums, social media, and news for customer signals and competitor moves.6 That insight fuels better forecasting and sharper business decisions.7
Bye-Bye, Busywork
One of GenAI's superpowers? Automating the repetitive stuff that clogs up your team's day.
In HR, it answers employee questions, screens resumes, and helps onboard new hires. In finance, it tracks expenses and speeds up payroll—Uber saved $170,000 this way; Communicorp UK cut payroll time from two days to one hour.8
IT teams are offloading routine support tasks. Walmart's logistics team used GenAI to cut 30 million unnecessary delivery miles.8 In procurement, it's identifying cost savings and drafting supplier comms.9
The Multimodal Advantage
Multimodal GenAI can understand and generate across formats—text, image, audio, and video.10 Think: customer sends a photo of a blinking modem with "Help!"—the AI reads both and replies with accurate troubleshooting.11
In R&D, it digests papers, data, and diagrams to summarize findings or propose new hypotheses.11 In retail, it powers voice-led shopping with visual previews.12 It can even generate code from a screenshot and a sentence.
This isn't just multitasking—it's AI solving real-world, cross-channel problems with context and clarity.
How Do We Actually Use This GenAI Thing?
So you're sold. The tech is exciting, the use cases are piling up, and you're seeing how GenAI could reshape the way your teams work. Now comes the fun part: actually using it. But before you start throwing prompts at every process in sight, let's talk strategy. Because implementing GenAI isn't about "plug and play"—it's about aligning the tool to your business goals, team readiness, and risk tolerance. No magic wands here—just smart decisions.
Start With the Problem, Not the Tool
Rule #1: don't get dazzled by what GenAI can do—stay laser-focused on what your business needs.13 The companies seeing early wins aren't building moonshots. They're looking for clear, high-impact problems and applying AI with purpose. Think: speeding up proposal writing, shaving hours off customer support resolution, or wrangling internal research into something that resembles usable insight.
The best starting points are processes that already exist—but could be made faster, cheaper, or better with AI in the mix.13 For example, integrating a GenAI assistant into your customer support platform to help agents draft replies quicker (without replacing them), or using AI to summarize massive market research reports—not to eliminate your team, but to supercharge their output. Layering AI onto workflows you already understand makes it easier to measure impact and easier to get buy-in from stakeholders.
Set Yourself Up for Success
GenAI is only as good as the information it's given.
Let's talk about the behind-the-scenes essentials that will make or break your GenAI rollout.
First: data. GenAI is only as good as the information it's fed. If your internal data is messy or siloed, don't expect great results. And if you're working with sensitive info—like customer records or financials—strong security practices are non-negotiable. No surprise that 72% of executives list data security as their top GenAI concern.14
Next: your people. Even the smartest AI needs a capable team behind it. That means training—not just on tools, but on prompting, reviewing outputs, and spotting when the AI gets it wrong (because it will). The good news? 95% of employees say they're excited to work with GenAI, if they get the right support.15
And finally, governance. You'll need clear guidelines on responsible use—covering transparency, bias, IP, and output quality. GenAI can hallucinate, which is why early human review is essential. Not forever—but long enough to ensure outputs meet your standards before scaling.15
Only 2% of companies have fully operationalized responsible AI so far.15 That gap? It's your edge—if you build smarter from the start.
Pick Tools That Grow With You
The GenAI landscape is evolving by the minute—literally. From open-source models to enterprise-grade platforms, the number of options can be dizzying. Choosing the right tool isn't just about performance—it's about fit.16 Does it work with your current tech stack? Can it scale as your use cases grow? Does it give you the control you need around data, cost, and governance?
One smart strategy: go modular. Flexible architectures let you swap out components as the market matures, so you're not locked into whatever was "hot" in Q2.16 Future-proofing isn't a buzzword here—it's essential.
Keep Expectations in Check
C-suite enthusiasm for GenAI is high (understandably so), but make sure that optimism comes with a healthy dose of realism. This isn't a silver bullet—and success usually doesn't happen overnight. You'll need room to experiment, time to iterate, and patience to measure ROI beyond a few flashy demos.13
That said, the companies who start now, thoughtfully and strategically, are setting themselves up for a serious competitive edge. The key is knowing that GenAI isn't just a tool you use—it's a capability you build.
Ask Yourself These 3 Questions About GenAI
1. What's Your Biggest Time Drain? Think about the repetitive tasks that eat up your team's day. Writing emails? Summarizing reports? Creating first drafts? If it takes mental energy but doesn't require deep expertise, GenAI can probably help.
2. How Comfortable Is Your Organization with New Technology? GenAI works best when people can experiment freely. If your company culture embraces trying new tools and learning from mistakes, you're ready to start. If every new technology requires months of committee approval, you might want to address that first.
3. What Would 20% More Productivity Look Like? Don't think about revolutionary changes—think about giving your team back a few hours each week. What would they do with that time? Better strategy? More customer interaction? That's your GenAI value proposition.
Key Questions and Next Steps for GenAI
Before You Leave: Ask Yourself These 3 Questions
What's Your Biggest Time Drain? - Think about the repetitive tasks that eat up your team's day. Writing emails? Summarizing reports? Creating first drafts? If it takes mental energy but doesn't require deep expertise, GenAI can probably help.
How Comfortable Is Your Organization with New Technology? - GenAI works best when people can experiment freely. If your company culture embraces trying new tools and learning from mistakes, you're ready to start. If every new technology requires months of committee approval, you might want to address that first. Building confidence in new technology is definitely a place where Fishtank can help.
What Would 20% More Productivity Look Like? - Don't think about revolutionary changes—think about giving your team back a few hours each week. What would they do with that time? Better strategy? More customer interaction? That's your GenAI value proposition.
Your Next Step Depends on Where You Are
If you're just getting started - Spend 30 minutes trying ChatGPT or Claude yourself. Ask it to help with something you actually need to do this week—draft an email, summarize a document, brainstorm ideas for a project. The goal isn't perfection; it's understanding what "good enough" looks like.
If you're ready to explore - Talk to your team about their biggest frustrations with routine tasks. Pick one that multiple people complain about and see if GenAI can help. Start small, measure the impact, and build from there.
If you're concerned about risks - You're not wrong to be cautious. Start with non-sensitive tasks and public information. Create simple guidelines about what's okay to share with AI tools. The key is learning while managing risk, not avoiding it entirely.
Finding the Right Partner to Make GenAI Happen
Understanding GenAI is one thing. Actually implementing it successfully? That's where most companies hit the wall.
At Fishtank, we're leaders in helping organizations navigate their AI strategy and make real progress with GenAI. We don't just implement tools—we help you build the strategic framework and team readiness that make GenAI a competitive advantage rather than just another expense.
Whether you're figuring out where GenAI fits in your business strategy, need help designing a pilot that proves value, or want to scale successful experiments, we know what works and what doesn't.
Ready to move beyond the theory? Let's have a strategic conversation about what GenAI can do for your specific business.
Schedule a GenAI Strategy Session or email us directly to start the conversation.
Your competitors are already experimenting. The question is whether you'll be leading the charge or playing catch-up.
Works Cited
- Generative AI Use Cases in Business | Creatio.ai, accessed June 3, 2025, https://www.creatio.com/glossary/generative-ai-use-cases
- For Marketers, Generative AI Moves from Novelty to Necessity | Bain & Company, accessed June 3, 2025, https://www.bain.com/insights/for-marketers-generative-ai-moves-from-novelty-to-necessity/
- AI and Software Development 2025 - Baytech Consulting, accessed June 3, 2025, https://www.baytechconsulting.com/blog/ai-and-software-development-202
- AI summarizer for meeting notes and recaps | Adobe Acrobat, accessed June 3, 2025, https://www.adobe.com/acrobat/generative-ai-pdf/meeting-notes-ai-summarizer.html
- Machine learning and generative AI: What are they good for in 2025?, accessed June 3, 2025, https://mitsloan.mit.edu/ideas-made-to-matter/machine-learning-and-generative-ai-what-are-they-good-for
- Generative AI in Market Research: Enhancing Insights and Decision-Making - Meltwater, accessed June 3, 2025, https://www.meltwater.com/en/blog/generative-ai-in-market-research
- Analytic vs. Generative AI: Understanding the Key Differences - Velocity Micro, accessed June 3, 2025, https://www.velocitymicro.com/blog/analytic-vs-generative-ai-understanding-the-key-differences/
- 13 AI Automation Examples and Use Cases For Businesses To Improve Productivity, accessed June 3, 2025, https://www.moveworks.com/us/en/resources/blog/business-examples-and-uses-of-ai-automation
- From Buzz to Bottom Line - Cost Savings Using GenAI | BCG, accessed June 3, 2025, https://www.bcg.com/publications/2025/from-buzz-to-bottom-line-cost-reductions-using-genai
- Multimodal AI | Google Cloud, accessed June 3, 2025, https://cloud.google.com/use-cases/multimodal-ai
- 5 Multimodal AI Use Cases Every Enterprise Should Know in 2025, accessed June 3, 2025, https://www.nexgencloud.com/blog/case-studies/multimodal-ai-use-cases-every-enterprise-should-know
- How Multimodal Generative AI is Shaping the Future - Convin, accessed June 3, 2025, https://convin.ai/blog/multimodal-generative-ai
- State of Generative AI in the Enterprise 2024 | Deloitte US, accessed June 3, 2025, https://www2.deloitte.com/us/en/pages/consulting/articles/state-of-generative-ai-in-enterprise.html
- Enterprise Generative AI in 2024: The future of work | Altman Solon, accessed June 3, 2025, https://www.altmansolon.com/insights/2024-enterprise-adoption-generative-ai
- Generative AI Technology Services | Accenture, accessed June 3, 2025, https://www.accenture.com/pl-en/services/data-ai/generative-ai
- Scaling Generative AI: 13 elements for sustainable growth and value - Deloitte, accessed June 3, 2025, https://www2.deloitte.com/us/en/pages/consulting/articles/scaling-generative-ai-strategy-in-the-enterprise.html
Theresa Gutierrez
Senior Brand and Marketing Strategist | 2x Sitecore Strategy MVP
Off the clock, she’s a golf-loving, dog-loving foodie with a soft spot for something bubbly. Cheers!
