Prompting for the future: How executives see the potential of generative AI for business

Providing the novel "Generative AI for Business Applications" course in the Kellogg-WHU Executive MBA, I was able to observe the innovative spirit of the participating EMBA students as they engaged in advanced prompting. As a final project for this course, each of the 36 participants needed to develop a prompting library of 10 prompts, reflecting how these executives aim to start using generative AI in their day-to-day activities.

Analyzing these 360 prompts triggers some interesting observations on the potential of generative AI:

Content creation and editing as dominant use case

One striking observation was the dominance of content creation and editing as a key application. Students envisioned AI assistants that could draft emails with finesse, ranging from polite rejections of project proposals to empathetic messages to colleagues facing personal challenges. Marketing materials were also a popular focus, with prompts designed to generate engaging LinkedIn posts, website copy that resonates with target audiences, and product descriptions that capture the essence of a brand. The ability to simplify complex content also emerged as a valuable use case, with prompts aimed at translating technical documents and legal contracts into easily understandable language for a broader audience. These diverse applications highlight the potential of generative AI to enhance communication, streamline workflows, and create new levels of creativity within organizations.

Generative AI as the assistant for data analytics

Data analysis and the extraction of actionable insights formed another significant theme within the prompting libraries. Students explored prompts for analyzing real estate market trends, such as one focused on the hotel sector to assess potential impacts on development projects. Sales data analysis was also a popular area, with prompts designed to identify key trends and generate concise executive summaries for informing strategic decisions. The topic of sustainability also saw significant exploration, with prompts aimed at analyzing sustainability reports, comparing performance metrics against industry benchmarks, and identifying areas for improvement. This widespread focus on data-driven decision-making demonstrates the power of generative AI to transform raw data into strategic knowledge, empowering businesses to gain a competitive edge.

Generative AI as the substitute for executives' personal assistant?

Planning emerged as another area ripe for enhancement through generative AI. Students envisioned AI assistants that could meticulously plan business trips, encompassing everything from flight options and accommodation recommendations to culturally enriching activities tailored to specific interests and budgets. Generating creative and engaging team-building activities based on team demographics and preferences was another popular application.

Toward data-driven HR management

The topic of recruiting and HR management also saw innovative applications of generative AI. Students explored prompts for analyzing the fit of candidates with specific job requirements, providing suitability scores, and generating interview questions to assess potential. Creating job descriptions tailored to specific roles and company cultures, particularly for scale-up companies and those with a social impact focus, was another prominent use case. This signifies a shift towards data-driven and efficient talent acquisition strategies, enabling companies to attract and retain top talent.

Risk management with generative AI

Legal and compliance issues were also addressed within the prompting libraries. One student developed a prompt for comparing supplier contracts with predefined templates to identify potential risks and unfavorable clauses. Another student created a GPT bot to help companies assess their compliance with GDPR regulations and suggest areas for improvement. This focus on legal and compliance aspects demonstrates the potential of generative AI to simplify complex processes and mitigate risks within organizations.

Sustainability and personalization as underlying trends

Looking beyond these core areas, emerging trends further illuminate the transformative potential of generative AI. A growing emphasis on sustainability is evident in prompts related to sustainable sourcing practices, and the development of green building initiatives. Personalization is also a key trend, with prompts designed for tailored wellness plans, customized travel itineraries, and marketing campaigns that resonate with individual preferences.

Methodology

For this analysis, I merged the 360 prompts of the EMBA students into one PDF document. Subsequently, I uploaded this document into a chat prompt in Google AI Studio. I added the following instructions to the prompt: “The attached file provides use cases as identified by executive MBA students on how to use generative ai in their daily activities. I want to get an overview of the most popular use cases based on the files. Can you execute the following steps: Step 1: Screen the attached files to identify uses cases Step 2: Select from the files specific examples of prompts for each use case. Step 3: For each use case, give an estimation that illustrates the popularity of the use case across all files.” The prompt was executed with the Gemini 1.5 Pro model. This prompt generated the core observations, which have been described in this article.