This document explores the implications of generative AI (GenAI) for organisations, focusing on the crucial role of robust content management and governance. It highlights the transformative potential of GenAI for productivity but also underscores associated risks, including data breaches, bias, and regulatory non-compliance. The text advocates for a strong AI governance framework built upon secure and well-managed content, using OpenText Content Aviator as an example of a system that integrates GenAI with content management to mitigate these risks. The importance of accurate "grounding data," prompt engineering, and context management are stressed to ensure trustworthy and accurate GenAI outputs. Finally, the emerging regulatory landscape surrounding AI is discussed, emphasising the need for compliance.