THANKS to recent technological advances in generative artificial intelligence foundation models and record-breaking rates of consumer adoption, it's no longer a question whether your company will use this technology. It's a question of when and how.

Trained on enormous volumes of data and adapted to many applications, foundation models are more sophisticated, complex, and capable than prior AI tools, especially at handling unstructured data. Increasingly offered as a service, they are also much easier and economical to adopt. But concerns about unforeseen consequences and potential misuse of the technology make it urgent for business leaders to understand the privacy, fairness, ethical, and social implications of generative AI, and to balance those risks against its promising commercial potential.