If French companies are currently experimenting with generative AI, few have developed truly beneficial use cases. A new approach is necessary to make up for their delay.
Faced with stagnant economic growth (1% in 2025 according to the IMF), French companies must reinvent themselves. Conflicts in Ukraine and the Middle East, as well as the rise in protectionism, push companies to reduce risks and to diversify their supply chains; A process that will be complicated if Donald Trump imposes new customs tariffs. In addition, the acceleration of technological innovation promises a new wave of disturbances in many sectors.
To resolve their growth dilemma, French companies see a strategic solution in AI. However, if more than 90% of managers (1) perceive an opportunity, 68% fear being exceeded by their competitors. This concern is not surprising given the challenges: generative AI could increase world GDP by 20 % by 2030 (2).
However, the urgency felt to seize this opportunity does not guarantee success. Although most companies have experienced generative AI since the launch of Chatgpt two years ago, few have developed truly beneficial use cases for their activities. A new approach is necessary.
Target some promising initiatives
With the increase in deployment costs, companies must choose their investments carefully, target fast gains, and connect use cases to maximize their impact. For example, a European lender recently introduced a generative AI agent, replacing 700 customer service representatives from the first month. Likewise, a manufacturer of transport equipment has accelerated the management of complex technical documents, strongly increasing productivity.
Use a wide range of suppliers and tools
The domination of American actors worries many Europeans, but the real challenge lies in the diversification of partners and models, in particular open-source, to develop its capacities in AI and adapt to the strategic needs of companies.
Embark its teams
To successfully adopt the AI, it takes much more than technology. Potential gains depend more on organization and people within the company than on the choice of a particular language model.
Some employees quickly adopted the generative AI. This is the case, for example, in a large telecommunications company, which, by using it, generated productivity gains from 30 to 45% in the development of software.
However, adoption is slower in fields such as sales, marketing, production and technology, where AI could increase global revenues from companies by almost $ 10,000 billion by 2030, more than half of the AI total impact, which could reach $ 17,000 billion (3). Companies should therefore concentrate their training efforts on employees in these sectors.
It is also crucial to set up a governance body to supervise use cases and ethical issues related to AI, as well as develop centers of excellence to carry out its adoption. These centers should encourage creativity in design with AI, rather than restricting it.
The first experiments offered a chance to catch up. French companies must act now to transform the test. AI is not a temporary fashion, but a real lever to reinvent our companies. By acting now, French leaders can not only catch up, but also take a decisive lead!
Co-authors:
Bruno Despujol, partner in charge of the Paris office of Oliver Wyman
Xavier Boileau, partner and manager of the digital activity of Oliver Wyman
Simon Eymery, partner in sales, marketing and transport activities of Oliver Wyman
Sources:
(1) Oliver Wyman investigation “The New Growth Agenda” – September 2024
(2) AI Report 2024 – Oliver Wyman – Davos Forum
(3) Oliver Wyman Proprietary Gen Ai Use-Case Database
