In this presentation, we will explore the transformative potential of Generative AI, a rapidly evolving field poised to redefine industries across the globe. We will begin by examining the market potential and addressing key challenges surrounding GenAI adoption, providing a comprehensive overview of its current landscape. Following this, we will delve into SAS's innovative approach to GenAI, highlighting our cutting-edge capabilities that empower organisations to harness its full potential. Finally, we will share real-world applications where SAS has successfully enabled organisations to implement GenAI solutions, driving tangible business value and innovation. Join us to gain valuable insights into the future of GenAI and learn how SAS is at the forefront of this technological revolution.