Integrating Generative AI into Business Operations: A Comprehensive Analysis of Use Cases as Lighthouse Projects

As Generative AI (GenAI) applications evolve, organizations face the challenge to decide which applications to adopt. This study supports organizations by mapping 63 GenAI use cases across a company's value chain. Through a systematic literature review complemented by a multiple case study with 33 semi-structured interviews with industry experts, it seeks to provide companies with actionable insights for integrating GenAI technologies, thereby enhancing efficiency and productivity. To provide a starting point for GenAI adoption, five applications were identified as particularly high-potential lighthouse projects: Enterprise GPT/Copilot Systems, which serve as company-internal assistants for knowledge management and content generation; Customer Service Chatbots utilizing uncritical, openly accessible data to enhance customer satisfaction; Coding Assistance Tools that automate routine coding tasks, increasing developer productivity; Input Management Systems for processing and classifying incoming information like customer complaints and emails; and Marketing Copy Generators for creating personalized marketing materials efficiently.