Generative AI (GenAI) isn’t just a buzzword—it’s a transformative force reshaping how businesses operate, innovate, and compete. From creating hyper-personalized customer experiences to automating complex processes, GenAI has the potential to drive unprecedented value across industries. With experts estimating GenAI’s contribution to the global economy to be between $2.6 trillion and $4.4 trillion annually, it’s imperative that business leaders invest in GenAI to remain competitive in the Intelligence Age.
Yet, many business leaders are still hesitant to embrace it, unsure of where to start or how to harness its power effectively. The reality is clear: those who act now will gain a competitive edge, while those who delay risk being left behind.
The competitive advantage of GenAI
The competitive landscape is already being reshaped by GenAI. According to an Oxford Economics and ServiceNow survey, pacesetting organizations are far ahead in leveraging GenAI to break down silos, connect data, and drive innovation. These leaders report significantly higher success rates in creating workflows where AI and human collaboration enhance efficiency and innovation. By leveraging GenAI technology through award-winning platforms such as ServiceNow, organizations are able to streamline operations, uncover insights, and unlock new revenue streams.
Insights from business leaders
Jason Rosenfeld, CEO of Cask NX in the first issue of Fortified Quarterly, emphasizes the unprecedented speed at which GenAI is being adopted. “Everyone is in a race right now to leverage GenAI,” he notes, comparing its rapid uptake to the early days of cloud computing but highlighting its even faster pace due to ease of implementation. By 2025, Rosenfeld expects 50-80% of Cask NX’s workforce to leverage GenAI, shifting focus from manual configurations to refining and optimizing AI-driven solutions. This transition underscores the transformative potential of GenAI to enhance productivity and accelerate outcomes.
Mark Magelssen, Senior Manager of Partner Acceleration at ServiceNow, shares a complementary perspective. He points out that the key to successful AI adoption lies in integrating it seamlessly into core business processes. “It’s not only about the functionality; it’s how well the user of the platform can embrace the developed features,” he explains. Organizations that strategically align AI with their core competencies are best positioned to achieve meaningful results and positive ROI.
Why hesitation is risky
As Rosenfeld notes, many organizations are starting with low-risk applications, such as automating back-office tasks. However, the true value of GenAI lies in its ability to uncover opportunities and solutions that were previously unimaginable. Businesses that delay adoption risk being left behind as their competitors harness the transformative power of AI to redefine their industries.
Moving from theory to reality
To maximize GenAI’s potential, organizations need clear strategies and strong leadership. Stephanie Otto, Global Director of Strategy & Innovation at Cask NX, highlights the importance of aligning AI initiatives with broader business transformation goals. “Early buy-in from leadership is non-negotiable; it sets the tone for the enterprise and directly influences the success of these initiatives,” she explains. A comprehensive roadmap that integrates AI, automation, and governance is crucial to driving sustainable value.
Get more insights into GenAI
GenAI represents a once-in-a-generation opportunity to reimagine the future of work and business. Leaders who act decisively today will not only gain a competitive edge but also position their organizations as innovators in an increasingly AI-driven world.
Want to read more insights from the top business leaders? The first issue of Cask’s new digital magazine, Fortified Quarterly is out now! In our inaugural issue, we explore how leaders and decision makers can usher their organizations into the Age of GenAI.
In the first issue:
- See how executives are addressing GenAI hurdles to harness the full power of automation.
- Discover how organizations use GenAI to enhance their workforce, speed up outcomes, and reshape industries.
- Explore ServiceNow’s newest GenAI features and learn why adopting now is crucial for gaining a competitive edge.
Subscribe to Fortified Quarterly to read the full articles from Stephanie Otto, Jason Rosenfeld and Mark Magelssen.

Watch this clip of the Distillery podcast where CEO Jason Rosenfeld asks Erica Volini from ServiceNow her take on the importance of finding a partner with validated practices to ensure your digital transformation is a success.
Discover valuable insights from the full podcast episode.
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You're working in a rapidly shifting environment.
Global dynamics, AI advancements, heavy competition–the only certainty is change.
We get it. And we’re here to help you harness the full potential of ServiceNow to simplify transformation.
Let's navigate the future together.

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Fortified Quarterly
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Want a comprehensive guide to utilizing GenAI on ServiceNow? Subscribe and read the first issue!
We’re with you for what comes next
You're working in a rapidly shifting environment.
Global dynamics, AI advancements, heavy competition–the only certainty is change.
We get it. And we’re here to help you harness the full potential of ServiceNow to simplify transformation.
Let's navigate the future together.

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