With the help of gen AI, your department can excel by growing enrollments, improving national exposure, doing more with lower budgets, improving policies and practices, and adjusting to shifting university emphases and initiatives. In these early days of generative AI, we find that some institutions in higher education are effectively utilizing the capabilities of these tools, but many more are not. Those who are not optimally using these awesome tools are losing competitive advantage, creativity and efficiencies that others are realizing.