GenAI: The fire of the 21st century

For our early ancestors, fire was more than just a source of warmth. It lit the darkness, kept predators at bay, cooked food to make it safer, and powered early innovations like metallurgy and pottery. It was a tool for survival - and a catalyst for progress.

But fire was also dangerous. Left uncontrolled, it could destroy entire villages. The same power that enabled growth could also bring devastation. Fast forward to the 21st century, and we are standing in front of a new kind of fire: Artificial Intelligence.

Like fire, AI is a breakthrough that is reshaping how we live, work, and compete. It lights the way toward new opportunities, fuels innovation, and, when mastered, becomes a multiplier of human capability. But - also like fire - it can harm when misused or left unchecked.

The power of AI when managed well

From my work as a project management consultant and product owner supporting AI adoption, I’ve seen the transformative side of this technology firsthand.When approached strategically, AI can:

• Enhance operational efficiency - automating routine tasks, optimizing resource use, and reducing costly errors.

• Drive innovation at scale  -enabling solutions that were previously unimaginable, from real-time language translation to predictive maintenance in industrial operations.

• Unlock new business models  -allowing companies to serve markets and customers in ways that simply weren’t possible before.

  
  

For enterprises willing to integrate AI thoughtfully, it’s becoming a decisive competitive advantage.

The dangers of AI when left unchecked

But here’s the truth: AI’s benefits are not automatic. Without structure and foresight, its risks grow quickly.

• Without clear governance, AI can create chaos, leading to data misuse, compliance violations, and unpredictable outputs.

• Without strategy, organizations end up with “shiny tools” that look impressive but deliver little measurable value.

• Without human oversight, AI systems can perpetuate bias, make ethically questionable decisions, or even expose companies to reputational harm.

  
  

AI is not inherently good or bad - it is powerful. And that power demands responsibility.

The Winners Understand the Rules of the Game

The organizations making the most of AI right now aren’t just buying licenses or experimenting with pilots. They are:

• Building clear governance frameworks to guide AI use.

• Educating teams about both capabilities and limitations.

• Aligning AI projects with measurable business outcomes, not tech hype.

  
  

They recognize that AI isn’t a passing trend - it’s a capability that will become as fundamental to business as electricity or the internet. And, just like fire, its value depends entirely on how wisely it’s used.

The question for leaders isn’t whether AI will shape the future. It’s whether they will be the ones shaping how it’s applied in their organizations - or whether they’ll be reacting to someone else’s flames.

Dezső Dudás, Msc, PMP®, CSPO®

Senior project manager