For TNO we set up a GenAI Business Consultant Team that systematically links generative AI to strategic objectives and revenue impact. Through structured use case identification, impact/effort prioritisation and rapid validation, AI shifts from isolated productivity gains to scalable business cases and profit growth.
Client
TNO
Industry
Kennisinstituut & onderzoek
Services
Many organisations experiment with generative AI. Employees save time, automate repetitive tasks and improve their output. Yet these productivity gains rarely translate directly into revenue growth or structural margin improvement.
Within TNO, this raised the question of how generative AI can structurally contribute to business development and new propositions.
The core of the problem lies not in the technology, but in focus and prioritisation. Use cases emerge in a fragmented way, pilots stay isolated and a clear link to strategic objectives is missing. Without selecting for impact and feasibility, AI remains an efficiency tool rather than a growth accelerator.
The challenge was therefore to link generative AI systematically to strategic objectives and revenue impact, so that isolated productivity gains can grow into scalable business cases.
To make that step, we set up a specialised GenAI Business Consultant Team. This team actively gathers technical and commercial use cases from across the organisation and translates them into concrete pilots and strategic tracks. All ideas are systematically assessed on impact and effort, which produces a clear priority overview that directly guides execution and investment.
Use case identification is structured: the team interviews internal stakeholders, analyses processes and maps opportunities where generative AI adds direct value. Each use case is assessed on revenue impact, strategic relevance, implementation complexity and required data. This prevents isolated experiments and creates focus.
Prioritisation runs via an impact/effort matrix. Use cases with high impact and low effort are picked up directly through rapid prototypes. Cases with high impact and high effort are placed in a structured consultancy or innovation track. This leads to well-founded investment decisions and clear next steps.
Rapid validation makes the value concrete. Successful pilots are translated into scalable propositions or internal process improvements with measurable KPIs.
This shifts the focus from individual productivity gains to demonstrable profit growth and strategic positioning: generative AI becomes not an isolated efficiency tool, but a structured growth accelerator linked to TNO's strategic objectives.
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