The rise of Generative AI (GenAI) signals not just technological progress but a seismic shift in how industries innovate, compete, and create value. Beyond chatbots and workflow automation, GenAI’s potential lies in its ability to personalise experiences, analyse data in real time, and redefine market opportunities. In an era where traditional competition—marked by diminishing margins in "red oceans"—feels increasingly obsolete, the fusion of GenAI with Kim and Mauborgne’s (2005) concept of the Blue Ocean Strategy unlocks new frontiers of innovation, enabling Higher Education to transcend zero-sum competition and imagine entirely new paradigms, reconfiguring the relationship between institutions, teachers, learners, and markets. Blue Ocean Strategy focuses on creating new, uncontested market spaces by redefining industry boundaries and delivering unique value to customers. It shifts the focus from competing in existing markets to innovating and unlocking new demand.
