Generative Artificial Intelligence (GAI) is profoundly transforming organizational strategies. Since the launch of ChatGPT in 2022, GAI has experienced rapid adoption, with the market expected to exceed $100 billion by 2032. However, research on its strategic impact remains limited. This study explores how GAI influences organizational strategies by identifying its areas of application and its ambivalent impact. A systematic literature review was conducted via Scopus, Semantic Scholar, and Web of Science, analyzing 17 selected articles. The results show that GAI is used in various fields, such as marketing, finance, human resources, and strategic management. It offers advantages like increased productivity and enhanced customer experience. However, it also presents challenges, including technological dependency, customer manipulation, and impacts on employment. GAI has the potential to reshape organizational strategies. Companies must adopt a balanced approach to integrate GAI responsibly, considering both opportunities and risks. This research contributes to literature by synthesizing early studies on the subject and proposing recommendations for effective adoption. Future research is needed to assess the long-term impacts of GAI on organizations, notably through practical case studies and the identification of best integration practices.