Overview

The explosion of generative AI has sparked a wave of case studies showing how quickly and profoundly it is transforming businesses. Yet most of these use cases still apply the technology to enhancing existing systems. This book makes the case for why business leaders must revisit the fundamentals of generative AI and look beyond short-term, tactical gains. Tools like ChatGPT mark just the beginning of Context Aware AI―systems that grasp both the content and intent of unstructured human input. Drawing on real-world examples and academic research, we demonstrate how Context Aware AI can enhance organizational interactions, unlock new forms of collaboration, and usher in the era of the AI-Centered Enterprise. By augmenting baseline Large Language Models (LLMs) with techniques like prompt engineering, retrieval-augmented generation (RAG), knowledge graphs, and notably agentic systems, organizations can build customized tools that adapt to individual users' thinking patterns and the collaborative workflows they are a part of. We present a practical framework―the 3Cs: Calibrate, Clarify, Channelize, to help leaders navigate this radical shift across multiple levels of organizations.

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Ram Bala is an associate professor of AI and analytics at Santa Clara University's Leavey School of Business. In addition to his cutting-edge research on pricing, marketplace design, and supply chain decisions in dynamic markets, he has built products around these applications at leading startups and Fortune 500 companies. He is actively involved in AI-driven business transformation, coleading the Prometheus Lab on AI and Business, and cofounding Samvid, an Agentic AI startup for logistics and supply chain management. Amit Joshi, a professor of AI, analytics, and marketing strategy at IMD, specializes in helping organizations use artificial intelligence and develop their big data, analytics, and AI capabilities. An award-winning professor and researcher, he has extensive experience in AI and analytics-driven transformations in industries such as banking, fintech, retail, services, automotive, telecoms, and pharma. Natarajan Balasubramanian is the Albert & Betty Hill Endowed Professor at the Whitman School of Management at Syracuse University. He studies how technology, human capital, organizational learning, and innovation contribute to business value creation. Al Kessel is a full-time narrator and voice actor currently living in Arizona, where he works from his professional home recording studio. For Al, performing is passion. Audiobook narration was the logical career choice for him since, for as long as he can remember, he's been a voracious reader, acting all the characters out in his head, and often entertaining his family with his dramatic reenactments of books, movies, and television. Al prides himself on the ability to bring any character to life with his voice, a voice often described as ""smooth as melted butter,"" or ""like an old friend you just love hearing tell you about their day."" He has recorded numerous audiobooks from just about every genre. When not bringing stories to life, he loves hiking in the desert with his wife and puppy, visiting Disneyland and, when time permits, reenergizing on the beach.

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