Core Insights - The article emphasizes the advantages of a "deep and narrow" strategy in AI deployment, which requires fundamentally rethinking business operations to enhance productivity and create unique work methods that are hard for competitors to replicate [1][5]. Group 1: Company Experience - Reckitt's management team identified various potential applications for generative AI, ranging from drafting presentations to optimizing procurement contracts, but decided to focus solely on marketing to achieve significant breakthroughs [3][4]. - Reckitt reported a 60% increase in the speed of generating product concepts and a 30% or more efficiency improvement in brand and marketing communication processes due to the focused application of generative AI [4][19]. - The experience of Reckitt illustrates the importance of avoiding common pitfalls in AI deployment, such as spreading resources too thin across one-off applications and focusing solely on short-term ROI [4][5]. Group 2: Strategy Implementation - The "deep and narrow" approach contrasts with the "shallow and broad" strategy, which many executives believe leads to immediate cost benefits but is unlikely to yield a competitive advantage [5][19]. - Companies that adopt the "deep and narrow" strategy can achieve twice the ROI compared to those using the "shallow and broad" approach, as evidenced by a BCG survey [5][19]. - The article outlines a four-step process for deploying generative AI effectively, starting with identifying the most promising opportunities and ensuring that AI deployment enhances or protects existing competitive advantages [9][12][15]. Group 3: Case Studies - L'Oréal successfully integrated generative AI into its customer interaction model, creating a personalized experience through its Beauty Genius chatbot, which has completed over 400,000 conversations in the first six months [13][14]. - The deployment of generative AI in L'Oréal's marketing strategy has led to significant user engagement and conversion rate improvements, demonstrating the potential for AI to reshape customer journeys [14][19]. - Both Reckitt and L'Oréal's experiences highlight the necessity of focusing on interconnected tasks within a single domain to maximize the benefits of generative AI [4][19].