In the dynamic realm of modern marketing, the integration of Artificial Intelligence (AI) has emerged as a crucial asset for businesses seeking to secure a competitive edge. This series of blogs delves into the dynamic intersection of AI and marketing strategies, uncovering how intelligent algorithms and machine learning are reshaping the landscape. From crafting personalized customer experiences to facilitating data-driven decision-making, join us as we explore the transformative power of AI in marketing. These articles provide insights and practical applications, catering to both seasoned marketers and those embarking on their digital journey. By demystifying the role of AI, we aim to shed light on its profound impact on the future of marketing.
Log in

AI can deliver significant business impact, but companies can maximize its value by taking an end-to-end approach. Weaving together strategy, process redesign, and human and technical capabilities, we create the fabric of an AI-driven organization, enabling the outcomes that drive businesses forward.

Copy Shareable Link
AI leaders—the companies remaking industries—don’t just use AI. They’re fueled by it. And as generative AI brings the power of AI to more businesses, the ranks of AI leaders are poised to grow. But getting there requires a holistic approach. You need to understand how artificial intelligence can drive business outcomes. But just as crucially, you need to reimagine processes, foster adoption, and develop the right capabilities, roles, and governance. We help companies pull all these levers, so they can deploy AI at scale—and scale up the value, too.
Our research shows that fully embedded AI is one of the key attributes shared by future-built companies that excel across financial and nonfinancial measures. We unleash the power of AI by building an organization around it. Getting the roles, responsibilities, and culture right is just as important as perfecting the algorithms. As generative AI democratizes artificial intelligence—enabling companies without a deep bench of data scientists to use and benefit from the technology—this end-to-end approach will be crucial to gaining a competitive edge.
The new wave of generative AI systems, such as ChatGPT, have the potential to transform entire industries. To be an industry leader in five years, you need a clear and compelling generative AI strategy today.
When done right, responsible AI isn’t simply a framework to mitigate risk. It’s a way to deliver transformative business impact. BCG works with companies to make responsible AI a reality.
Every artificial intelligence journey is different: each one is shaped around an organization’s starting point, circumstances, and goals. But a single thread connects the pioneers of AI at scale. They typically dedicate 10% of their AI effort to algorithms, 20% to data and technological backbone, and 70%—the lion’s share—to business and people transformation. We call this the 10/20/70 rule, and it’s at the heart of our approach to AI. By redefining human–AI interaction, we unlock the full potential of AI in business.
The technology is a marvel, but leaders are ready to see results. Over the past year, we’ve helped organizations create real-world value with generative AI. Here are three value plays companies should make now.
Our approach emphasizes value and enablement. The idea is to imbue tools like generative AI in business strategy as well as in the business itself. If you want a transformative impact from AI—not an incremental one—you need to redesign processes and foster adoption. And you need to think about these things from the very start, as you develop your AI solutions. We orchestrate these levers so they support and enhance each other—and drive AI at scale.
We bring together business and technology experts—from BCG and from your company—to develop an AI strategy that’s focused on outcomes. Our cross-functional approach lets us identify with surgical precision how generative AI and other AI systems can create value in your business, including highly differentiated “unicorn” AI solutions. It also lets us optimize the roadmap for getting there, prioritizing use cases that create value early in your AI journey while you steadily build capabilities.
Our AI consulting draws from the BCG’s global network of talent, including the AI and digital builders of BCG X. Through agile sprints, we develop AI systems that go beyond prototypes to transform our clients’ business. We leverage BCG’s array of AI products—key sector-specific use cases—so we don’t need to start from scratch. To maximize impact, we reimagine processes end-to-end, leveraging AI’s full potential to drive efficiency, improve decision-making, and enhance experiences. Our proprietary robotaxonomy framework also offers an overview of the ever-changing AI ecosystem, keeping our clients ahead of the latest developments.
One of the key ways we embed AI in an organization is by encouraging the adoption of AI solutions. This starts in the design stage, by building AI solutions that solve real business problems, creating intuitive interfaces, and fostering trust with a range of techniques including transparent models and processes. Our AI consulting also focuses on setting up the support and incentive structures that spark adoption, pushing innovation forward through robust change management.
Data is the lifeblood of artificial intelligence, and generative AI helps build and manage datasets of much greater size and quality. We ensure the quality and accessibility of data, making it easier to use and integrate into processes while setting guardrails that promote security without hindering agility.
While responsible AI was important before the advent of generative AI, it’s become even more critical now. Generative AI raises new ethics issues and operational risks, including the potential disclosure of sensitive information, malicious prompt engineering, and changes in regulation, to name a few. We help implement a set of AI principles and practices that stress accountability, transparency, fairness, and inclusiveness in how you use AI in business.
AI at scale requires a platform that is modular, scalable, and—given the proliferation of foundational AI models—secure. We help our clients from design to implementation, optimizing performance, cost, and security while leveraging robust yet flexible tools (such as modular digital platforms and cloud computing). Our AI consultants also help deploy AI tooling for analytics and visualization, setting up efficient operations across data, modeling, and release pipelines.
You can’t realize the full potential of AI at scale without enabling your people to reach their full potential. And while generative AI will have a profound impact on employee productivity, it will also create a need for continuous upskilling, improved governance, and strategic workforce planning. We help clients design the workforce of the future, transforming individual roles and skills while rewiring the enterprise operating model.
BCG and Zeiss developed an application to give prospective patients fast, accurate, validated answers about elective treatments.
GCash partnered with BCG X to build an AI-driven personalization engine that delivers more than 225 million hyperpersonalized messages daily, generating ten times higher revenue than GCash’s legacy CRM program.

Operational Excellence for a Leading Pharmaceutical Company. To supercharge our client’s data and analytics capabilities, we deployed AI at scale, digitized supply chains, fostered agile ways of working, and activated other key enablers. Together, these initiatives delivered $500 million in value in 15 months.

End-to-end AI Transformation at a B2B Power Equipment Distributor. Focusing on both human and technical enablers, we helped our client implement an ambitious AI strategy. High-value use cases supported by a central data platform, robust data governance, and newly recruited data and AI teams sparked a margin uplift of more than 40 basis points in 18 months.
Technology is evolving at breakneck speed. As a strategic alliance partner to AWS, BCG experts were proud to discuss tomorrow’s potential at re:Invent 2023 in Las Vegas, Nevada. Watch our exclusive video interviews to learn more.
BCG’s delegation of experts will be at CES 2024 in Las Vegas from January 9–12, to engage on breakthrough technologies and innovations. Learn more about our programming and arrange a meeting with the team.
BCG’s New Tech Build and Design Unit
BCG X disrupts the present and creates the future by building bold new tech products, services, and businesses.
Our AI consulting team and industry experts ensure that clients have the full range of expertise to drive a companywide transformation using artificial intelligence. Meet some of our AI strategy and AI at scale experts.
AI is rapidly evolving. Will it provide a much-needed boost to our climate efforts? What does this mean for leaders?
AI is often described as a “black box,” but the regulations, frameworks, and guidelines surrounding it can seem just as mystifying. A new report provides clarity.
Generative AI will be a powerful enabler of competitive advantage for companies that crack the code of adoption, but it can also cause significant value destruction when used in the wrong way. Join our experts for a conversation on the questions, challenges, and options that can help business leaders make generative AI adoption a source of differentiation—and an enabler of sustained competitive advantage.
Subscribed
Boston Consulting Group is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, age, religion, sex, sexual orientation, gender identity / expression, national origin, protected veteran status, or any other characteristic protected under federal, state or local law, where applicable, and those with criminal histories will be considered in a manner consistent with applicable state and local laws.

Pursuant to Transparency in Coverage final rules (85 FR 72158) set forth in the United States by The Departments of the Treasury, Labor, and Health and Human Services click here to access required Machine Readable Files or here to access the Federal No Surprises Bill Act Disclosure.
SUBSCRIBE
Log in

source