The Adoption Advantage looks at why so many companies are struggling to turn Generative AI into real business value, despite huge investment and excitement around the technology.

Using Orange Business’s own experience rolling out its internal GenAI platform, the paper shows how opening up AI tools to employees across the organization — with the right security, governance, and ethical guardrails — completely changed the outcome. Instead of limiting GenAI to small expert teams, Orange empowered its workforce to identify where AI could genuinely improve their day-to-day work, leading to widespread adoption, practical use cases, and measurable time savings.

The paper makes the case that successful GenAI adoption isn’t about having the most advanced model — it’s about giving people the confidence, tools, and freedom to actually use AI in meaningful ways.