Fortune & Australian Financial Review
Fortune and the Australian Financial Review highlight a recent study from BCG, Harvard Business School, MIT Sloan School of Management, the Wharton School at the University of Pennsylvania, and the University of Warwick. The study determined that around 90% of BCG consultants improved their performance when using OpenAI’s GPT-4 for creative ideation. However, performance faltered when it was used for problem solving, with participants performing 23% worse than those who did not use the tool. BCG’s North America Chair, Sharon Marcil, tells Fortune that companies “need to embrace GenAI now to develop the muscle,” but cautions that leaders must be responsible for ensuring the technology is used in the right way and for the right tasks.