Good morning. Just three years ago, most companies treated generative AI like an uncertain curiosity. Today, it’s hard to find a Fortune 500 company that isn’t rethinking core processes to leverage it—momentum that’s only accelerating as 2026 approaches.

Leaders are no longer debating whether generative AI will matter; they are racing to determine how to operationalize it. That shift was the topic of my conversation with Wharton marketing professor Stefano Puntoni, co-director of the Wharton Human-AI Research (WHAIR) initiative. Puntoni noted that generative AI adoption is progressing at an eye-opening pace. “I don’t think there’s any company that now says, ‘Generative AI isn’t for us,’” he said.

The third annual WHAIR study, conducted with GBK Collective, underscores this acceleration,

See Full Page