Originally published in Forbes, March 4, 2024. Which kind of AI should companies focus on—generative AI, which produces writing, computer code, images, video and other content, or predictive AI, which targets ads, marketing, fraud detection, risk management, healthcare treatment and other established operations? Those posing this question may be missing the point—similar to when someone agonizes over which of two people to marry. When it’s framed as an either/or choice, that’s a sign that neither option has yet to clearly compel. Rather than selecting an attractive technology and then searching for a problem—aka solutionism—industry leaders advise beginning with
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