As generative artificial intelligence takes the world by storm, enterprises are finding themselves in a race against time on how to optimally tap into it.With gen AI becoming a C-Suite discussion about separating the signal from the noise, taking the AI and data route is critical, according to Ketan Awalegaonkar (pictured), chief customer officer, chief data/AI officer and partner at PricewaterhouseCoopers LLP.“There’s maybe 10 or 20% of the industries that are truly at risk,” Awalegaonkar said. “Their business model is going to get disintermediated and reinvented on gen AI … One theme that’s come across the board is they’ve all realized they’ve got to invest in the data and AI core