Generative artificial intelligence (Generative AI or GenAI) is no longer just a futuristic concept but an essential reality that is profoundly transforming the business landscape. Capable of creating original content from human instructions, this technology, once confined to science fiction, is now becoming a strategic lever for companies looking to differentiate themselves in an ever-evolving market. However, to fully harness its potential, mastering technical skills alone is not enough; it is crucial to rethink business models and integrate Generative AI into a comprehensive innovation strategy. This article, the first in a series dedicated to this critical topic, explores the urgency for businesses to swiftly adopt this technology to maintain their competitiveness and seize new opportunities on the horizon.