Based on a study of 100 brand implementations of generative AI, researchers identified four common strategy archetypes:

• Bold innovators – These companies use gen AI to reshape their markets. They experiment aggressively, look for new business models, and aim to reimagine how value is created in their industry.
• Disciplined integrators – Their priority is trust, control, and compliance. They focus on integrating gen AI into existing processes in a controlled way, with strong governance, risk management, and regulatory alignment.
• Fast followers – They look for quick wins, applying gen AI to low-cost, high-impact use cases. Instead of leading with big bets, they adopt proven ideas quickly and scale what works.
• Strategic builders – They take a long-term view, investing in gen AI capabilities to own intellectual property (IP) and build a sustained competitive advantage over time.

Most organizations will see themselves in one of these four patterns, even if they blend elements from more than one archetype.

The research highlights that, even with rising adoption of generative AI, many initiatives are not meeting ROI expectations. There are a few reasons for this:

• Complexity of scaling – Moving from pilots to scaled efforts with measurable outcomes is difficult. What works in a small experiment often needs rethinking to work across an entire business.
• Lack of clear strategic intent – Without choosing a clear archetype (for example, bold innovator vs. disciplined integrator), organizations spread efforts too thin and struggle to show impact.
• Underestimating risk and governance – Gen AI raises issues around data, algorithms, cybersecurity, and digital privacy. If these are not addressed up front, projects stall or are blocked.

For your strategy, this implies you need to be explicit about which archetype you are following, how you will measure value, and how you will manage risk. Treat gen AI as a strategic choice, not just a technology rollout.

Choosing the right archetype is less about the technology itself and more about your business priorities, risk appetite, and time horizon:

• If your goal is to reimagine your market and you can tolerate higher risk and experimentation, a bold innovator approach may fit. You’ll focus on new offerings and business models powered by gen AI.
• If you operate in a highly regulated or risk-sensitive environment, a disciplined integrator stance is often better. You’ll emphasize trust, control, compliance, and careful integration into core processes.
• If you want impact quickly with limited upfront investment, acting as a fast follower makes sense. You’ll prioritize proven, low-cost, high-impact use cases and move fast once value is clear.
• If you are playing a long game and want to build proprietary capabilities, a strategic builder approach is appropriate. You’ll invest in gen AI to develop and own IP that can support sustained advantage.

In practice, many companies blend elements of these archetypes, but picking a primary orientation helps align investments, governance, and expectations around gen AI.