Where Should Your Company Start with GenAI?

We call it WINS Work: the places where tasks, functions, possibly your entire company or industry are dependent on the manipulation and interpretation of Words, Images, Numbers, and Sounds (WINS). Heart surgeons and chefs are knowledge workers but not WINS workers. Software programmers, accountants, and marketing professionals are WINS workers. GenAI has the potential to be power tools for WINS work. Every WINS task, subprocess, and end-to-end process within your enterprise (and in many cases the entire enterprise) should be evaluated for potential leverage with GenAI. Plotting your company on a 2×2 matrix, ask yourself where it falls. The top-level categorization can be accomplished by looking at the cost base of the firm overall and then by function, and estimating the percentage of work that is WINS work. For example, software development, customer service, marketing, and R&D are just four areas with high levels of WINS work.