The emergence of Generative Artificial Intelligence (GenAI), has reshaped the traditional learning and teaching pedagogy in tertiary education through automation, personalisation and engagement. Hence, there is a need to approach GenAI in a holistic way to enhance its pedagogical effectiveness. This study proposes the LEAD framework, Learning, Engagement, Adaptation and Design, to foster adaptive and inclusive learning to accelerate the instructional design process. The primary aim of LEAD framework implementation is to bridge the gap between the theory and real-world application. This study synthesises several case studies to evaluate the practical use of GenAI and address key challenges such as data security, algorithmic bias, and ethical considerations. The LEAD framework provides insight into how GenAI can be responsibly and effectively used to transform the tertiary education paradigm.