After the debate on the positive and negative impacts of artificial intelligence, we delve into the question of how this technology should be implemented in the activity of organizations to identify business opportunities and improve their value and competitiveness. In this sense, we analyze the alliance between OpenAI and the strategic consulting firm Bain & Company, as a win-win agreement that combines the intelligent software of the former with the experience, skills, and knowledge of the human teams of the latter. We also study the first case resulting from this agreement and led by The Coca-Cola Company through the Create Real Magic project. This coalition demonstrates that, beyond the initial excitement surrounding free access to ChatGPT and other AI tools, the next step to ensure their progress is determined by the real possibilities of their application in the different existing sectors of activity.