Generative AI: Executive Strategies to Unlock Enterprise Value

"I have researched and worked in the technology space for 35 years. I have never seen a new technology evolve so quickly or make such an immediate impact." — Mohanbir Sawhney

With the introduction of ChatGPT in late 2022 and the explosion of generative AI platforms like Google Gemini and Microsoft Bing, the role of AI has risen to the top of the C-suite agenda. Organizations embracing these technologies are automating critical tasks, reimagining functional departments and redefining their competitive landscape. Generative AI has the potential to dramatically improve the efficiency and effectiveness of their operations.

We created Generative AI: Executive Strategies to Unlock Enterprise Value because we see an inflection point. This is a generational opportunity for firms that can plan and implement quickly to capture top-line and bottom-line growth. Through our academic research and consulting engagements, we see early adopters — and early winners — coming from a variety of industries. Leaders with a fundamental understanding of generative AI will be best equipped to identify and seize opportunities across their enterprise and markets.

Through a powerful mix of lectures, original frameworks, case studies and hands-on learning, leaders in different roles, industries and functions will gain a comprehensive understanding of generative AI and its practical applications — with a focus on use cases for generative AI across the enterprise value chain. You’ll develop the knowledge to implement an AI strategy for your organization, learn to infuse AI into core functions and business processes, explore issues of competition, governance and ethics and ultimately leave with the ability to create value for your organization while positioning yourself for career advancement.

No prior background in analytics, computer science or machine learning is required.

Incentives available for groups and teams of four or more attending open enrollment programs. Learn more

Using generative AI to unlock business value

Personal Consultation

Please contact us to schedule an advising session

Who Should Attend

  • C-level executives, division presidents and vice presidents charged with developing generative AI initiatives for their organizations.
  • Senior managers and mid-career executives who want to gain insights into the potential applications of generative AI within their organizations.
  • Innovation managers, sales and product managers, and marketing and customer experience professionals who want to learn how to leverage generative AI to create new products, new content and personalized customer experiences.
  • Technology leaders who want to learn current best practices for adopting and optimizing generative AI systems to boost business outcomes.
  • Investors in venture capital, private equity, or hedge funds looking to understand investment opportunities created by generative AI.

Download Past Participant Profile

Key Benefits

  • Gain a comprehensive understanding of the process for creating an AI strategy, an assessment model of AI technologies, and an actionable approach for all CxO departments to unlock enterprise value.
  • Test-drive AI products from companies like Google and Microsoft and develop methods for integrating tools into existing workflows to create efficiencies.
  • Participate in real-world exercises to develop effective prompts for AI technologies to produce personalized content.
  • Understand how generative AI is being used effectively to manage customer experiences, operations and business support functions based on dozens of use cases from a variety of companies and industries.
  • Leverage proprietary AI frameworks developed by Kellogg faculty — The AI Radar, the AI Canvas and the AI Capability Maturity Model — created specifically for this program to drive your generative AI strategy.
  • Experience real-world technologies from platform providers such as Microsoft, Google, Salesforce and Amazon Web Services; learn from case studies on Fortune 500 companies with direct experience implementing generative AI like Mars and Uber; and explore the question of “what’s next?” with innovative generative AI startups like OneShot.

Program Content

  • Foundations of AI and Generative AI: What, Why, Who, Where? 
  • Unlocking Business Value from Generative AI: A Roadmap for Business Leaders 
  • Generative AI Use Cases across Functions and Industries: The AI Canvas, AI Radar, and AI Maturity Model 
  • Building an AI-Ready Platform and Organization 
  • Putting Generative AI to Work: Prompt Engineering, Fine-tuning, and Custom Models 
  • Competitive Advantage in Generative AI: Data and Domain Expertise as a Moat 
  • Driving Business Efficiency, Effectiveness, and Growth with Generative AI 
  • Using AI Responsibly and the Future of Generative AI 


Mohanbir Sawhney - Academic Director; Associate Dean for Digital Innovation; McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology and Innovation

Birju Shah - Academic Director; Clinical Professor of Product Management, Analytics, and AI; x-Head of Product for Uber AI; x-Head of Digital Yield Products at Monsanto; x-CPO/CTO of Redesign Health

Jim Lecinski - Clinical Associate Professor of Marketing; L.G. Lavengood Outstanding Professor of the Year (2022)

Featured Videos

What’s important to know about generative AI

Hear from program faculty on generative AI’s importance and impact

Generative AI vs. AI

From the Faculty:

"The world of AI is transforming the way businesses operate. This has been going on for some time, but recent developments in generative AI promise to disrupt business functions and industry workflows at a breathtaking pace. As a senior executive, you must understand the landscape of generative AI and how you can harness its potential for your business. The future of your company and your career depends on it." – Mohanbir Sawhney

"This program is a differentiator. AI is unlocking significant top-line and bottom-line efficiencies that allow companies with strategy and planning flexibility to diffuse across all CxO departments. Do not get stuck in your yearly planning cycle and go slow; it’s time to double down on your generative AI strategy now — and impress your shareholders with real outcomes. This is a positive black swan moment for your organization." – Birju Shah

"AI  — specifically generative AI — has the power and potential to reshape the competitive landscape in every industry. The firms that understand it and are able to effectively apply it to both increase productivity and drive growth stand to gain a new competitive advantage; whereas those that stand on the sidelines as generative AI advances rapidly do so at their own peril." – Jim Lecinski

2024 Session

September 17-20, 2024

Start: September 17 at 8:30 AM

End: September 20 at 1:30 PM

Format: Live Virtual Program


Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208