The use of generative artificial intelligence tools has transformed business process management by providing greater efficiency, cost reduction, and organizational agility. This study analyzes how AI-based technologies like GPT, Gemini, Kimi, and Microsoft Copilot integrate into the Business Process Management lifecycle, with a focus on the phases of process analysis, design, and redesign. To evaluate their impact, a case study was conducted at the Faculty of Industrial Engineering at the Technological University of Havana. During the experiment, the performance of two groups of students was compared: one group using traditional methods and another applying generative AI tools in the redesign of business processes. The results showed a significant reduction in design times (35% less) and improvements in the quality of proposed solutions. This article highlights the advantages and limitations of using generative AI in process optimization, emphasizing the importance of effective prompt formulation and the use of differentiated strategies for process design and redesign.