Generative artificial intelligence in small and medium enterprises: Navigating its promises and challenges

The latest technological developments in generative artificial intelligence (GAI) offer powerful capabilities to small and medium enterprises (SMEs), as they facilitate the democratization of both scalability and creativity. Even if they have little technical expertise or financial resources, SMEs can leverage this technology to streamline work processes and unleash innovation, thereby improving their product offerings and long-term competitiveness. This article discusses how SMEs can navigate both the promises and challenges of GAI and offers a roadmap for deploying GAI. We introduce a sailing metaphor that reveals key strategic dimensions for GAI deployment: competency of employees, effective leadership and work values, organizational culture, collaboration and cooperation, and relationships with third parties. We offer practical recommendations that serve as a useful compass for successfully deploying GAI in SMEs.