The runtime revolution: how generative AI is reshaping value and organisations

The modern world is built on principles of scarcity: the idea that value falls as supply increases, that technology and systems are designed to produce the same result every time, and that organisations form to minimise the costs and complications of exchange. Generative computing challenges each of these assumptions. Rather than relying on scarcity to create value, generative AI creates value through abundance, context, and variation. It generates unique, situation specific meaningful outputs at runtime, rather than replicating a predetermined design. In this new environment, increased supply can generate greater value, not less. And firms exist to create and capture value from abundance.