Small and medium-sized businesses (SMBs) are increasingly exploring and adopting generative artificial intelligence (GenAI) tools such as ChatGPT. Despite the enthusiasm, many SMBs find the technology too new to fully embrace. AI marketing consultants see significant untapped potential in this area. Companies are leveraging GenAI to uncover insights, boost efficiencies, and unlock value across their organizations. A robust data strategy is crucial for businesses aiming to maximize the benefits of GenAI. SnowflakeDB, in partnership with MIT, explores how organizations are unlocking real value from GenAI. Lucy Pringle and Mark Williamson from KPMG stress the importance of balancing technology and people for success. Gartner predicts that by 2026, 75% of businesses will use GenAI to create synthetic customer data, a significant increase from less than 5% in 2023. By 2027, more than 50% of GenAI models will be used for various business applications.