This study investigates the dual impact of Generative AI tools on business value in knowledge work, focusing on value co-creation and co-destruction. Drawing from three case studies across diverse industries and over a year of GenAI integration, we analyzed qualitative insights from 15 industry experts. We contextualized our insights using the value co-creation and co-destruction framework and the value discipline lens. Our findings reveal GenAI’s nuanced role in enhancing operational efficiency, enabling innovative solutions through supporting complex problem-solving and more creative employee engagement, and strengthening customer intimacy through mechanisms such as depth or availability of the interaction. However, risks such as over-reliance on AI, quality concerns, and the erosion of critical human judgment skills complicate its adoption. By balancing these perspectives and explaining the value creation logic, this study provides a nuanced understanding of GenAI’s role in shaping business value, offering actionable recommendations for effective and sustainable integration.