Firms continuously report increased competitive value gains from the use of business intelligence and analytics (BI&A), however, little is known about how insights from BI&A are transformed to added value. This content deck concentrates on capabilities of individuals, teams and organizations as underlying foundations in the process of transforming BI&A triggered insights into valuable knowledge and firms’ competitive advantage. In addition, we compare and contrast members of different generations (e.g., digital natives and adopters) in their innovativeness using information technology.