BCG | How People Can Create—and Destroy—Value with Generative AI

A first-of-its-kind scientific experiment finds that people mistrust generative AI in areas where it can contribute tremendous value and trust it too much where the technology isn’t competent.

• Around 90% of participants improved their performance when using GenAI for creative ideation. People did best when they did not attempt to edit GPT-4’s output.
• When working on business problem solving, a task outside the tool’s current competence, many participants took GPT-4's misleading output at face value. Their performance was 23% worse than those who didn’t use the tool at all.
• Adopting generative AI is a massive change management effort. The job of the leader is to help people use the new technology in the right way, for the right tasks and to continually adjust and adapt in the face of GenAI’s ever-expanding frontier.

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