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Role of generative AI in transforming businesses
Role of generative AI in transforming businesses

July 14, 2023

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By Amit Sood, AI Practice Lead, GlobalLogic

Over the recent years, the AI industry has experienced tremendous growth with innovations and is poised to drive significant changes in the way we live and work. From chatbots to image recognition, businesses are rapidly adopting AI to streamline processes, automate tasks, and provide more personalized experiences to customers. However, with this growth, there is also a growing demand for data scientists and AI experts who can build and implement these systems effectively. Companies require individuals who not just understand the technical aspects of AI, but also its practical applications in businesses.

Generative AI is one such area that plays a significant role in transforming businesses. Unlike traditional AI systems that rely on pre-existing data, Generative AI creates new data through deep learning. This is achieved by training AI models on vast amounts of data to produce outputs similar to the inputs. For example, in the creative industries, it is being utilized to generate new designs, logos, and even music. 

Content generation is not new, and before ChatGPT, openAI had GPT3, GPT2, and GPT models used for generating the content. However, they were not as accurate, contextually aware, and cutting-edge as ChatGPT, which can produce outputs that are indistinguishable from those created by humans. It can play a very significant role in the automation of repetitive tasks, analyzing data, improving customer experiences by personalization, and streamlining processes by reducing errors.

Generative AI transforming business functions in today’s time

  • Content Writing: Numerous businesses across different domains are increasing efficiency and productivity by harnessing the power of AI to automate or accelerate content generation. For example – writing newspaper articles, generating summaries from financial data, chatbots responding to customers, creating, and assessing exams, etc. 
  • Predictive Maintenance: Generative AI can analyze device data to identify patterns, predict potential failures, and proactively schedule maintenance, reducing downtime and costs. 
  • Sales & Marketing: Teams from Sales and Marketing can enhance customer experience by creating personalized campaigns or recommendations based on customer data using Generative AI. They can analyze customer feedback to identify patterns and trends, to provide valuable insights.
  • Human Resource: HR units can use Generative AI in screening candidate profiles, conducting performance evaluations, and assisting in the onboarding process by answering questions like company policies, benefits, etc.
  • Finance and Insurance: Generative AI can create a financial wellness program for customers to help them manage their finances better by analyzing their financial history and providing insights about their spending habits and budgeting. Financial institutions can implement it to process loan applications and make informed decisions about accepting or rejecting an application. Moreover, it can create personalized policy recommendations based on customer data, help in processing claims faster, identify potential risks and frauds from the data, thus reducing losses for the company.
  • Customer Support & Quality Assurance: Generative AI can be integrated into software or applications to provide instant support to customers with product information, order status, and general queries. Additionally, it can automate testing tasks like writing test cases, test scenarios, acceptance criteria, and doing root cause analysis by looking at logs and error descriptions.
  • Administration: With Generative AI, administration teams can automate repetitive and time-consuming administrative tasks, and reduce manual efforts, which can result in freeing up human resources for more strategic work and increase efficiency. 

While there is still much work to be done in developing and refining Generative AI, which will require continued investment and research, it’s potential is immensely vast. As it continues to advance, we can expect to see more disruptive innovations that will revolutionize businesses and lives. 


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GlobalLogic, a Hitachi Group Company, is a leader in digital product engineering. We help our clients design and build innovative products, platforms, and digital experiences for the modern world. By integrating our strategic design, complex engineering, and vertical industry expertise with Hitachi’s Operating Technology and Information Technology capabilities, we help our clients imagine what’s possible and accelerate their transition into tomorrow’s digital businesses. Headquartered in Silicon Valley, GlobalLogic operates design studios and engineering centers around the world, extending our deep expertise to customers in the automotive, communications, financial services, healthcare & life sciences, media and entertainment, manufacturing, semiconductor, and technology industries.

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