WorkThe story, in brief
The Innovation Advantage GenAI Can’t Give You
Everyone is focused on what GenAI can do. Nobody is talking about what it can't.
The KeyNews take
Why it matters
Strategic analysis of GenAI's limits in driving competitive advantage, arguing that idea generation alone doesn't create durable business value—a critical counternarrative for leaders overinvesting in AI without understanding its actual leverage points.
The key facts
4 to knowPublished in MIT Sloan Review—authoritative business strategy publication
Challenges the assumption that GenAI = automatic competitive edge
Argues competitive advantage still accrues to better execution, not just better ideas
Implies innovation consultancies and design firms face disruption pressure but aren't replaced by AI alone
Go to the source
MIT Sloan Management Reviewsloanreview.mit.edu
Publisher excerpt: Eliot Wyatt/Ikon Images For most of modern business times, competitive advantage belonged to whoever had the best ideas. Better ideas meant better products, which meant more customers, which meant more revenue and profit. The entire innovation industry — consultancies, design firms, brainstorming…