This study investigates the relationships between (un)known consequences of artificial intelligence (AI) and usage in an organizational or societal context. The study adopts a qualitative approach and toes an interpretive constructivist perspective. Used the resources of AI to construct the data corpus on which content analysis was performed. Additionally, to triangulate we also drawn on interview of six specialists with varied knowledge as consultants, strategists, developers and users, and also data from Digital Week held by PwC. Results show that the consequences of AI are complex and multifaceted thus requiring thorough planning, constitution of GenAI teams among users from business focal points to pose adequate and diverse questions and build consistent algorithms in line with policies to mitigate risks of negative impacts. Results also show that consequences of AI are highly context-dependent and can vary based on the specific application and dataset. The conceptions that have implications on the unknow known consequences of AI are Automation, Improved efficiency, Enhanced decision making, Personalization, Cost reduction, Healthcare advancements, Autonomous decisions, Natural Language Processing (NLP), Predictive Maintenance, Environmental monitoring, Fraud detection and Education & Training. Others are Scientific Research, Customer Services, Accessibility, Agricultural baseline, Security and Entertainment. Overall, to harness the values, addressing the challenges is inevitable to avoid pitfalls by turning GenAI more inclusive through continuous experimentation and maximizing the benefits of AI. AI have left a lasting imprint on our society and will continue to do so as AI technologies advance and become more integrated into various aspects of our lives. This study contributes to the debate on AI and serves as a limelight to the academia, professionals, and policy makers.