Author: Kamran Mahroof, Associate Professor, Supply Chain Analytics, University of Bradford

Businesses are already being radically transformed by artificial intelligence (AI). Tools now exist that offer instantaneous, high-quality results in improving certain operations without the burden of high costs or delays. In fact, generative AI could completely upend the traditional ways that we measure success in business. Generative AI refers to programs that produce high-quality text, images, ideas and even complex software code in response to prompts (questions or instructions) from a user. Applications powered by data-driven algorithms enable users to quickly create high-quality content, redefining traditional measures of success. A small café can generate aesthetically pleasing menus in a few…