As news about generative artificial intelligence (GenAI) continually splashes across social media feeds, including how ChatGPT 4o can help you play Rock, Paper, Scissors with a friend, breathtaking pronouncements about GenAI’s “disruptive” impact aren’t hard to find.

It turns out that it doesn’t make much sense to talk about GenAI as being “disruptive” in and of itself.

Can it be part of a disruptive innovation? You bet.

But much more important than just the AI technology in determining whether something is disruptive is the business model in which the AI is used—and its competitive impact on existing products and services in different markets.

Image Credit: https://www.christenseninstitute.org/blog/what-does-disruptive-innovation-say-about-ai/, Christensen Institute