E&M

While Generative Artificial Intelligence (GenAI) is widely adopted across several business functions, its role in corporate strategy remains underexplored. Strategic work is forward-looking, context-dependent, and heavily reliant on human judgment. This raises questions about whether and how GenAI can effectively support related tasks. Accordingly, in collaboration with a strategy team at Siemens, this study investigates how GenAI tools can be integrated into strategy-related activities, more specifically in trend clustering. Results indicate that GenAI performs well in filtering and clustering, significantly reducing the manual workload in early analytical phases. Overall, at the time of writing, GenAI enhances execution speed but does not substantially increase decision confidence or output quality in complex strategic analyses.