Challenges and applications of Generative AI in Business

For the purpose of this current study a systematic literature review has been conducted, this method was chosen to ensure a comprehensive perspective of existing challenges and applications of generative AI in businesses. The research involved tapping into metadata and peer-reviewed publications from reputable and reliable academic databases such as WoS, IEEE Xplore and Scopus while referring to reputable websites such as Statistica and Deloitte for statistical data that is relevant to the research. The sources used throughout the research were specifically chosen for their credibility, reliability and relevance to the topic being researched.   Additionally, to enhance the real-world application and relevance of the research the study incorporates three qualitative contemporary case studies from different sectors that were selected to showcase how generative AI is applied and used in various contexts with its specific challenges and applications.