How to Drive Business Growth with Generative AI

 

Introduction

Accenture’s report, “The Productivity Payoff: Unlock Competitiveness with Gen AI”, provides valuable insight into how Generative AI drives business growth and innovation.

According to the report, there is a select group of organisations achieving productivity growth of more than 8% thanks to strategic AI integration or adoption. This compares to 40% of large global companies experiencing negative productivity growth annually.

What sets these “productivity leaders” apart?

The research reveals five critical behaviours associated with organisations that understand how generative AI drives productivity success:

1. Increase productivity with generative AI
   

   These market leaders recognise generative AI as a transformative force that amplifies both efficiency and quality. They systematically deploy gen AI to enhance human capabilities, refine workflows and create value across multiple operations. Early adopters implementing AI tools are seeing gains that outpace their competitors by significant margins.

2. Redefine productivity metrics for the AI age
   

   Productivity leaders have shifted beyond traditional cost-reduction metrics to embrace “knowledge productivity.” They emphasise measuring quality across various inputs and outputs to achieve new performance levels. comprehensive measurement systems that capture quantitative and qualitative improvements across all business functions.

3. Invest strategically in productivity enhancement
   

   These organisations understand the compelling ROI of AI strategies for businesses, including productivity investments. The report reveals that every 1% increase in productivity spending generates approximately 1.3% in revenue growth. While their per-employee investment is higher, the revenue growth consistently outpaces cost increases.

4. Empower talent with a human-centred AI strategy
   

   Leading companies invest heavily in employee development, with 33% more training participation than peers. They prioritise technical proficiency and essential soft skills, particularly in AI literacy and cybersecurity. A culture of continuous learning supports ongoing skill development and AI adoption.

5. Champion organisational change and AI adoption
   

   While 80% of organisations acknowledge change as crucial to their vision, only 30% feel equipped to manage it effectively. Productivity leaders actively embrace change, particularly in rapidly evolving areas like generative AI.

“This Accenture report provides further evidence of generative AI’s positive impact on business performance when integrated correctly. Yet, recent Office for National Statistics data reveals that 80% of businesses still have no plans to integrate AI – creating a widening productivity gap that should concern every senior leader,” says Emma Shepherd, Certified AI Specialist and Founder of The AI Advantage Academy.

The AI Advantage Academy’s Business Leaders AI Training guides C-suite leaders and decision-makers through an AI Integration Framework that equips participants with a thorough understanding of the eight critical components needed to create a robust AI strategy. It also has training courses suitable for upskilling teams with AI literacy and practical skills. Find out more here.

The Framework’s structured, step-by-step approach covers every critical aspect—from AI literacy and practical skills to identifying high-impact use cases, mitigating risks, building an AI Tech Stack and creating a robust data strategy.

Click here to book a call with The AI Advantage Academy and start your AI Integration journey today.

Read the full Accenture report here.