The 2024 MSRA Conference will focus on the theme “Gen AI, Disruptor or Accelerator?” which explores the dual nature of Generative Artificial Intelligence (Gen AI) and its potential to challenge and enhance current practices across various sectors. Gen AI encompasses technologies that can autonomously create content, solve complex problems, and simulate human-like understanding. The conference aims to delve into the ethical considerations and disruptions that Gen AI may cause in data integrity, job roles, and privacy. Additionally, the conference will explore the impact of AI on the generation growing up with technology, shaping their expectations, behaviors, and values. By addressing both technological advancements and generational shifts, the conference aims to navigate these emerging trends wisely and leverage AI’s potential while adapting to the changes it fosters.