GenAI: where will this revolution take us?

How will generative AI (GenAI) transform businesses, and what role will Google Cloud play in driving this digital revolution? We spoke with Myriam Gottschalk, Partner Development Manager at Google Cloud, to uncover how Google – a premier partner of Sopra Steria – is at the forefront of this transformative journey and the profound impact of digital transformation on businesses. 

How is the technology landscape changing with the introduction of GenAI? 

"Generative AI is completely transforming our approach to technology. This shift is not only technical but also cultural, requiring a profound evolution in how we think about work, processes, and innovation. For businesses, this means rethinking strategies and capitalising on the opportunities GenAI presents. 

Generative AI doesn’t just replicate behaviours or analyse data; it can create content, interpret information, and develop solutions tailored to specific needs. This opens the door to new applications across diverse sectors such as ecommerce, healthcare, and many others. 

We’re talking about a technology with the potential to automate complex tasks, freeing up time for creativity and innovation." 

What are the key factors driving the success of GenAI? 

"The success of GenAI relies on the depth of research and innovation behind it. GenAI didn’t emerge from nowhere. At Google, it is the result of decades of research in AI, machine learning, and neural networks. The progress we’ve seen in recent years stems largely from the integration of these technologies with increasingly powerful computing systems. 

Current technological infrastructures also play a crucial role in GenAI’s success. "For GenAI to reach its full potential, it must be supported by infrastructures capable of handling large datasets, advanced AI models, and scalable applications. In other words, businesses must be ready to embrace a data-driven and technology-oriented transformation." 

The role of people: what is our responsibility in shaping AI? 

"GenAI has incredible potential, but its impact depends entirely on how humans manage it. Generative AI works with data we provide, and this is where responsibility becomes critical: the quality, accuracy, and ethical compliance of the data are fundamental. 

People must see AI as a tool to be shaped to align with societal goals - not the other way around. GenAI needs to be transparent, safe, and above all, beneficial to people. To make the most of emerging technologies, it’s essential to understand their benefits, limitations, and ethical implications. 

The interaction between humans and AI is increasingly central to developing innovative solutions, requiring a balance between technological automation and human intervention to ensure AI applications remain ethical, effective, and adaptable to real-world needs. 

What impact can GenAI have on key sectors as diverse as ecommerce and healthcare? 

"In digital commerce, for example, GenAI is helping businesses enhance the consumer experience through personalised recommendations, automated assistance, and conversational interactions. This not only makes life easier for customers but also enables companies to respond more quickly to market trends. 

In healthcare, generative AI is opening new avenues in disease prevention and diagnosis. The potential is immense, particularly in preventive analysis. For example, in 2016, Google began researching the application of AI to early detection of retinal diseases. Now, we are expanding into areas related to cancer prevention." 

What are the major challenges organisations face in fully leveraging GenAI? 

"One crucial aspect of successfully implementing generative AI is data management, and unfortunately, many companies are not yet prepared for this challenge. An estimated 90% of corporate data remains unstructured and underutilised. This is a problem because GenAI requires well-organised data to function optimally. 

Generative AI forces organisations to rethink their data management strategy. Companies must work to organise their data and establish strong governance. Only then can they fully harness the potential of GenAI." 

What is the role of POCs (Proofs of Concept) in this scenario? 

"When companies want to adopt GenAI, we can’t simply move forward blindly. It’s essential to identify the real needs of customers and understand the critical issues to address. POCs play a pivotal role, and human involvement in these initial stages is even more crucial. 

Proofs of Concept must be targeted and built on real, tangible use cases where humans play a central role in providing input and interpreting results. The key is to continuously test and improve, always with a critical and business-focused perspective. Only in this way can we create AI solutions that deliver real value." 

Toward a shared future between people and AI 

From Myriam Gottschalk’s valuable insights, a clear picture of the future of generative AI emerges: AI—and particularly GenAI—is already revolutionising the way we work and live. However, the true potential of this technology will always depend on the people using it and the choices they make. 

"GenAI is not just a technological revolution but a transformation that involves all of us,” she concluded. “It’s up to us to ensure that this technology is used for the common good and to improve people’s lives. AI needs human intelligence and creativity to thrive.”