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In this era of generative AI, “sometimes playing it safe is the greatest risk of all” – that’s according to IBM’s 2024 CEO Study. The consulting giant surveyed 3,000 global CEOs and found that, unsurprisingly, top of mind from them in 2024 was generative AI. 59% of CEOs – and 72% of the top performing CEOs – agree that competitive advantage depends on who has the most advanced generative AI.