Generative AI is no longer a futuristic concept—it’s already transforming how companies innovate, operate, and compete.
This webcast features Jan Beránek, Founder and Group CEO, FifthRow, and Paul Campbell, Serial Intrapreneur, exploring real-world examples of businesses leveraging generative AI to drive creativity, streamline processes, and unlock new opportunities.
You can replay the webcast above, or download the slides below. Five key insights from the conversation appear below, along with poll results.
Service-as-Software Revolution
Beranek said that generative AI is driving a transition to “service-as-software,” automating significant portions of knowledge work. Platforms like Fifth Row replace traditional consulting processes by automating market research, ideation, and consumer testing, reducing timelines from months to hours. This shift parallels the Industrial Revolution, replacing “brain power” tasks with automation.
Data as a Competitive Advantage
Campbell said that data quality is the key differentiator in a world where AI tools are widely available. Organizations that effectively harness proprietary data and combine it with human expertise will have a distinct advantage. He emphasized that AI alone isn’t the competitive edge—it’s the unique data and talent within the company that drive success.
The Rise of Autonomous Agents
Beranek said that autonomous agents, powered by generative AI, are capable of executing complex tasks with minimal human input. These agents can independently analyze large datasets, generate reports, and simulate consulting workflows. He predicted that by 2025, fully autonomously operated digital businesses will become a reality, signaling a major industry shift.
AI-Driven Prototyping and Testing
Campbell said that generative AI is transforming how companies develop and test new products. By automating everything from idea generation to website creation, companies can rapidly prototype concepts and gather consumer feedback. He shared an example where AI identified market opportunities, generated product concepts, and launched test websites in hours, saving significant time and cost.
The Future Role of Innovation Teams
Beranek said that innovation teams will play a critical role in adopting and scaling AI tools within organizations. Rather than replacing these teams, AI will enhance their work, enabling them to focus on strategic decision-making. Campbell added that the adoption of generative AI will require upskilling and collaboration across departments, positioning innovation teams as leaders in organizational transformation.
The polls below were conducted during the webcast:
Speaker Bios
Jan Beránek, Founder and Group CEO, FifthRow
Jan is the Founder and Group CEO of FifthRow, with over 21 years of experience in digital transformation across the US, Europe and the Middle East. Over the past 15 years, Jan has built a professional services organization that has helped launch more than 120 ventures globally valued over $2B. Through this work, he identified common challenges in sustaining innovation within large organizations, which led to the creation of FifthRow.
In May 2023, FifthRow introduced a comprehensive platform that automates consulting services, enhances productivity, and supports various business functions through its suite of applications and autonomous agents. As a mentor at Google for Startups and the European Space Agency, Jan also shares his experience in supporting and guiding emerging entrepreneurs.
Paul Campbell, Serial Intrapreneur
Paul is considered one of the world’s experts on Corporate Innovation, helping create four ‘unicorns’, and more than fifty new businesses inside large corporations. His experience with a broad range of business models, technologies, and products around the world lends him a unique perspective on how to address innovation and leadership challenges inside companies of all sizes.
Paul helped leadership teams for companies like Hewlett-Packard, Philips Electronics, Schneider Electric, W.L. Gore & Associates, Mercedes Benz and Polaris assess the cultural, structural and leadership changes necessary to foster a renewed environment of innovation.
Of even more value in some cases, these companies earned spots on Fast Company’s prestigious Most Innovative Companies list which improved their brand equity significantly. Paul has advised the World Economic Forum, the European Commission, and numerous startups and accelerators around the globe. He gives talks around the world on the unique leadership and organizational approaches necessary for large companies to capture disruptive innovations that lead to outsized growth and Fast Company recognition.
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