Second Wave of Generative AI - Empowering Strategic Decision-Making

4 minute read



Generative AI has entered a new era, far beyond chatbots and creative writing. We are now witnessing the second wave of generative AI, where these models are transforming strategic decision-making, offering unprecedented opportunities for business professionals to thrive.


Seconf wave of generative AI - Decision-Making


In this continuation of our blog series “The Second Wave in Generative AI”, we'll explore how generative AI is revolutionising strategic decision-making processes, amplifying human capabilities, and compare it to the first wave of AI, which primarily focused on increasing productivity and efficiency for low-complexity tasks.

The First Wave: Early Decision Support Systems

The first wave of AI in decision support primarily involved rule-based systems and basic data analytics tools. General-purpose language models like GPT were instrumental in the first wave, but their applications were limited to automating low-complexity tasks and increasing productivity.

For instance, early decision support systems using models like GPT could automate routine decisions and perform basic data analysis, which was useful in optimising supply chains and streamlining business processes. However, they struggled to adapt to rapidly changing market conditions and provide nuanced and factual insights for high-level strategic decisions, leaving business professionals to handle complex tasks on their own.

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The Second Wave: Generative AI and Empowering Human Decision-Making


Generative AI in the second wave takes decision support to a new level, empowering human workers with advanced tools to amplify their capabilities. These models can process massive amounts of data, analyse trends, and generate detailed reports that aid in strategic planning, facilitating collaboration and shared success.

In the following, we will simulate three relevant use cases in strategic decision-making.

Use Case Simulation: Market Expansion Strategy

Imagine a multinational corporation considering entering the Asian market. The strategic decision involves evaluating the cultural, economic, and regulatory landscape in multiple countries.

Generative AI can gather data from diverse sources, including economic indicators, cultural studies, and local market trends.

It can then provide executives and teams with a comprehensive report on the viability of entering specific markets, highlighting the potential risks and opportunities. Moreover, it can simulate various market entry strategies, such as joint ventures, acquisitions, or organic growth, encouraging cross-functional collaboration and enabling teams to make informed choices together.


Use Case Simulation: Sustainable Transformation

Let's consider a scenario where a large manufacturing company aims to transition to sustainable practices. Generative AI can analyse data on environmental regulations, supply chain sustainability, and consumer preferences.

It can generate recommendations for the best approach for achieving sustainable transformation, including potential cost savings, carbon footprint reduction, and positive brand impact.

The AI facilitates cross-departmental cooperation, allowing teams to simulate different sustainability strategies and drive collective decision-making aligned with environmental goals.

Use Case Simulation: Competition Analysis and Competition Risk Assessment 

In the highly competitive tech industry, a company plans to launch a new product. The strategic decision involves analysing the competitive landscape and assessing the risks associated with competitors' actions.

Generative AI can collect data on competitors, their market strategies, and potential threats. It generates a comprehensive analysis of the competitive environment, highlighting potential challenges and risks.

The AI promotes teamwork by helping teams anticipate different competitive scenarios and make informed decisions regarding product positioning, pricing, and market entry strategies, turning competition into a driving force for innovation.

How is this even Technically Possible?


In the market expansion strategy use case, generative AI combines data analysis, machine learning, and natural language processing to support human decision-makers. We can break down the technical aspects into the following areas:

  • Data Gathering: The AI system collects a wide range of data from various sources, including market reports, economic indicators, cultural studies, regulatory documents, and competitive intelligence. This data includes information on market size, growth rates, consumer preferences, legal requirements, and competitor activities.

  • Data Preprocessing: The collected data undergoes preprocessing, which includes cleaning, normalisation, and structuring. This ensures that the data is in a format suitable for analysis.

  • Predictive Analytics: Machine learning models are applied to the data to predict market dynamics and trends. These models can forecast market growth, identify emerging opportunities, and anticipate potential challenges.

  • Natural Language Processing (NLP): NLP techniques are employed to analyse unstructured textual data, such as cultural insights, local market trends, and regulatory changes. This helps understand the cultural nuances, language preferences, and legal implications that might affect market entry.

  • Market Scenario Simulation: The AI generates various market entry scenarios, taking into account different strategies such as joint ventures, acquisitions, and organic growth. It simulates the outcomes of each scenario, considering factors like market volatility and consumer behavior.

  • Market Viability Assessment: Based on the data analysis and scenario simulations, the AI provides a comprehensive report assessing the viability of entering specific markets. It highlights potential risks and opportunities, aiding decision-makers in evaluating the attractiveness of each market.

  • Collaborative Decision-Making: The AI promotes collaborative decision-making by facilitating cross-functional discussions. Teams from various departments, including market strategy, legal, finance, and operations, come together to collectively review and analyze the market expansion recommendations. This encourages a holistic and informed decision-making process.

In this technical process, generative AI equips business professionals with advanced analysis and data-driven recommendations, enabling them to make well-informed decisions about market expansion. 

Combining data-driven insights and cross-functional collaboration optimises the chances of successful market entry and growth.

                                           Second wave of Generative AI amplies our decision making


Benefits and Considerations

The second wave of generative AI offers powerful tools for strategic decision-making while enhancing the role of human workers. It fosters a sense of shared success, strengthens teamwork, and promotes collective decision-making.

As humans and AI work together, they navigate high-complexity contexts with ease, achieving greater results than either could on their own. Challenges remain, but when approached collaboratively, they transform into opportunities for growth and learning.


The second wave of generative AI represents a significant leap in strategic decision-making, emphasising the collaboration between humans and AI. It empowers human workers, enhances their decision-making capabilities, and encourages teamwork in high-complexity contexts. As we continue to evolve in this era of collaboration, the future looks brighter and more promising than ever.

Stay tuned for the next instalment in this series, where we'll dive into "Generative AI and Investment Decision-Making."


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