A company’s content lies largely in “unstructured data”—those emails, contracts, forms, Sharepoint files, recordings of meetings and so forth created via work processes. That proprietary content makes gen AI more distinctive, more knowledgeable about your products and services, less likely to hallucinate, and more likely to bring economic value. As a chief data officer we interviewed pointed out, “You’re unlikely to get much return on your investment by simply installing CoPilot.”