How People Are Really Using Generative AI in 2025: Practical Adoption Beyond the Hype
- Richard Keenlyside
- Apr 15
- 3 min read
TL;DR
Generative AI in 2025 is fully integrated into business strategy, operations, and customer engagement. Beyond flashy demos, companies now use Gen AI for automation, personalisation, decision-making, and revenue generation. Here's how real people and organisations are using it effectively.
How People Are Really Using Gen AI in 2025
By Richard Keenlyside
As we move further into 2025, generative AI (Gen AI) is no longer a futuristic buzzword—it's become a standard business tool driving measurable outcomes. While much of the public discourse has focused on AI-generated images or chatbot novelties, enterprises globally are embedding Gen AI into core processes. From my vantage point as a Global CIO working across manufacturing, retail, and private equity-backed ventures, here’s what’s actually happening on the ground.
1. Operational Automation Is the New Normal
In sectors like utilities, logistics, and retail, Gen AI is being used to automate tasks that were once manual and time-consuming. For instance, at Northumbrian Water, automation through Gen AI reduced over 75,000 hours of manual work annually. Machine learning and RPA are now part of “intelligent process automation” suites that allow companies to scale efficiently while reducing headcount.
Key use cases:
AI invoice scanning (accounts payable)
Robotic Process Automation in back-office functions
Automated report generation and delivery
Predictive maintenance in manufacturing environments
2. Hyper-Personalised Customer Engagement
Retailers and e-commerce platforms are leveraging Gen AI to deliver bespoke experiences. Gone are the days of one-size-fits-all marketing. Using tools like Adobe Commerce and AI-backed CRM platforms (like HubSpot), companies now analyse behavioural data to tailor promotions, recommend products, and even adjust pricing dynamically.
This kind of AI integration boosts customer satisfaction and increases conversion rates—often with double-digit improvements in ROI.
3. AI in Strategic Decision-Making
Decision-making has become more data-informed than ever. Gen AI models are being trained on enterprise data lakes to deliver strategic insights through dashboards, automated summarisation, and scenario planning.
Take my experience leading transformation programmes at FitFlop and LoneStar Group: By implementing centralised data lakes and real-time dashboards using tools like Power BI, we empowered C-level leaders to make faster and better-informed decisions—especially in high-stakes, multi-national environments.
4. Content Generation for Sales and Training
In fast-paced sectors like recruitment, media, and learning & development, generative AI is now creating high-quality sales content, training modules, and even internal documentation. At Quollify, for example, the use of AI-driven video matching and profile alignment enables rapid business connections, streamlining the process of hiring and B2B networking.
Noteworthy applications:
AI-generated video introductions
AI-curated training manuals
Voice synthesis and transcription for accessibility
5. Cybersecurity Gets Smarter
As cyber threats evolve, so does the AI defending against them. Gen AI models are now identifying patterns in network behaviour, spotting anomalies faster than legacy systems ever could. At LoneStar Group, we rolled out a global cybersecurity enhancement strategy that included AI-enabled email filters, endpoint monitoring, and outsourced 24/7 SOC services. The impact? Faster response times, fewer breaches, and reduced risk exposure.
Frequently Asked Questions
Q: Is generative AI replacing human jobs in 2025?A: It’s reshaping them. While some roles are being automated, AI is primarily augmenting human decision-making and freeing up time for more strategic tasks.
Q: What’s the biggest challenge with Gen AI right now?A: Data quality and governance. Poor data leads to flawed AI outputs. That’s why robust data strategies are essential.
Q: Can small businesses benefit from generative AI?A: Absolutely. With SaaS solutions and API-based tools, SMEs can deploy Gen AI without the need for massive in-house expertise.
Final Thoughts
We’ve reached a point where generative AI isn’t just for show—it's a catalyst for genuine transformation. As with any technology, success comes from strategic implementation, not hype. Businesses that invest in foundational data, ethical AI practices, and upskilling their teams are the ones seeing the real returns.
For CIOs and business leaders, the message is clear: Gen AI is here to stay. Embrace it thoughtfully, integrate it responsibly, and you’ll unlock a future of innovation and efficiency.
Richard Keenlyside is the Global CIO for the LoneStar Group and a previous IT Director for J Sainsbury’s PLC.
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