From Automation to Advanced Analytics: Where GenAI Will Deliver the Most Business Impact

As one of the most widely discussed technologies in modern enterprise strategy, the true potential of generative AI (GenAI) extends far beyond task automation.

While many early implementations have focused on time savings and basic content generation, the next wave of GenAI innovation is centred on deeper transformation and delivering personalised experiences at scale.

Leaders are already moving beyond automation

According to our recent report, The Pathway to GenAI Competitive Advantage, business leaders are already anticipating this shift. When asked where GenAI would deliver the most impact in the next 18 months, the top responses were:

• 67% said streamlining business processes and automating repetitive tasks
• 64% highlighted document generation and personalisation
• 61% pointed to data analysis and analytics

These numbers signal something important: GenAI is no longer simply a tool for operational efficiency, but a strategic business enabler. To unlock its full value, enterprises must move beyond experimentation and align AI capabilities with broader organisational goals.

There are several key areas where GenAI can drive lasting competitive advantage beyond basic automation.

1. Advanced process automation: Unlocking smarter, faster workflows

It’s no surprise that automation continues to rank as the top area of expected GenAI impact. However, its value is expanding well beyond routine tasks.

Many organisations are using GenAI to eliminate repetitive processes—drafting emails, summarising reports, generating templates—use cases that are now commonplace. Yet the real opportunity lies in transforming entire workflows.

Consider the potential of replacing a two-week manual rebate calculation process with a GenAI-powered prompt that delivers a validated result in seconds. This is not just automation; it’s process reinvention. It frees teams to focus on high-value activities rather than administrative tasks.

2. Personalise customer experience at scale

One of GenAI’s most promising capabilities is real-time personalisation. Whether through dynamic content, intelligent chatbots or AI agents that proactively address customer needs, GenAI is enabling more tailored and responsive customer experiences.

Nearly 45% of survey respondents believe AI agents will enhance customer experience. While this is still an emerging space, its success depends entirely on the availability of normalised, accessible, and context-rich data.

To deliver meaningful personalisation, GenAI must be able to see the full picture. That means working with data that is not only well-structured and connected across systems, but also accurate and contextually complete. When AI is fed a partial or distorted view, the consequences can be significant.

Consider an organisation using GenAI to analyse legal contracts. If the system lacks access to amendments, dispute records or historical litigation, it will base its outputs on incomplete information, potentially leading to costly errors or reputational risk. This level of oversight is a potential business liability.

3. Harness advanced analytics for trustworthy decision-making

The third major impact area is data analysis and analytics. Its ability to identify trends, uncover correlations and generate predictive insights gives organisations a powerful decision-making edge.

However, this capability is only as strong as the data behind it. Without reliable, governed data, GenAI can produce misleading or incomplete insights, potentially steering decisions in the wrong direction.

To realise the full potential of GenAI in decision-making, organisations must start with high-quality, well-governed data. This is what gives AI the context it needs to generate insights that are not only fast, but meaningful, repeatable, and actionable.

When the data is complete and trusted, GenAI becomes a strategic intelligence layer. It empowers leaders to anticipate challenges, act on emerging trends, and make informed decisions with greater confidence.

For example, in industries like financial services, this could mean flagging fraudulent activity before it escalates. In healthcare, it could support early intervention by forecasting patient needs or resource constraints.

However, these outcomes depend on the quality of the input. Incomplete or mismanaged data can skew results, leading to misinformed decisions and increased risk. GenAI may promise speed, but without robust data foundations, that speed can take you in the wrong direction.

The critical role of data readiness

Despite GenAI’s promise, data remains a key obstacle to success. As EncompaaS’ Chief Customer Officer David Gould explains, most organisations have petabytes of valuable information that’s spread across file shares, applications, even physical records, making it virtually inaccessible to GenAI.

“These overlooked assets contain crucial insights,” says David. “Contracts, HR records, invoices, and more that could enhance AI-driven decision-making if properly leveraged.”

Too often, organisations take a reactive approach to GenAI, jumping in before establishing the right data foundations. This “Go, Set, Ready” mindset leaves initiatives vulnerable to failure before they begin.

To realise the full potential of GenAI across automation, customer experience and analytics, enterprises must treat data readiness as a strategic priority. This includes:

• Data discovery and classification: Identify, locate and categorise both structured and unstructured data across the enterprise to ensure GenAI can access the right information at the right time.
• Data enrichment and normalisation: Enhance data quality by applying context through metadata, business classification and formatting. This ensures information is complete, consistent and ready for AI interpretation.
• Data governance: Establish and automate controls to protect sensitive information, maintain regulatory compliance and ensure data is used ethically and securely at scale.

Put simply, GenAI can’t deliver meaningful results if the data behind it is fragmented, incomplete and unreliable. The most successful organisations are those treating data readiness not as a technical task, but as a prerequisite for GenAI success.

At EncompaaS, we help regulated enterprises transform content chaos into a high-quality data foundation, ready for GenAI. Our AI-powered information management platform automates data discovery, enrichment and governance, giving organisations the visibility and control they need to manage risk while unlocking the full value of their data.

Want to see what GenAI could unlock in your organisation? Read the full report: The Pathway to GenAI Competitive Advantage, or get in touch to learn how EncompaaS can help you turn your data into a true competitive edge.