Active users of gen AI are high value and in demand—and in many cases, poised to quit. New research reveals how to attract them, keep them engaged, and motivate them to stay put.

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Tom Sawyering , Brooke Weddle , Roberta Fusaro , Laurel Moglen , Julia Mcclatchy , Lucia Rahilly , Mckinsey Global Institute , Mckinsey Podcast , Aaron De Smet ,