From Model Releases to Operating Models: The Executive Playbook for AI Advantage

In August 2025, headlines announced that GPT-5 was on the horizon, with early testers praising its improved reasoning and problem-solving. Within hours, I was in a boardroom where a utilities client had printed the Reuters article, circled the headline, and written across the top: “What does this mean for us?”

It’s the question every CEO, CFO and CIO is now asking as they weigh the impact of generative AI on enterprise strategy. The answer is deceptively simple: GPT-5 changes everything—and nothing. A new foundation model may fuel experimentation, but it does not transform an enterprise on its own. New AI models grab headlines; operating models create lasting competitive advantage.

That distinction explains the paradox facing executives today. Surveys show nearly 80% of companies have deployed generative AI tools such as copilots, chatbots or content assistants, yet most admit they have seen little measurable impact on revenue or margin. Adoption alone does not equal ROI.

The real opportunity lies in moving from predictive models to agentic AI systems—autonomous agents that integrate into workflows, make governed decisions, and deliver measurable outcomes in areas like supply chain, asset scheduling, and risk management. Early research suggests enterprises that adopt agentic automation achieve up to 6x the ROI of traditional automation.

For leaders, the key question isn’t “When does GPT-5 launch?” but “How will we redesign our operating model for AI transformation?” Those who focus on embedding AI into core processes, governance, and decision rights will build the next-generation enterprise. Those who don’t will remain stuck in pilot projects while competitors move ahead.