This ongoing study aims to explore the implications of generative artificial intelligence (GenAI) for enterprise platforms. Adopting a grounded theory approach, we focus on the Salesforce platform ecosystem. Data collection spans all stakeholder groups within the Salesforce platform ecosystem, providing a comprehensive perspective on GenAI’s implications. Our current findings shed light on the significant benefits of GenAI along with their associated challenges within the realm of enterprise platforms. Furthermore, our preliminary insights point to GenAI’s implications in three major areas, namely platform capabilities, platform architecture, and platform governance. Through this study, our goal is to contribute to the ongoing discourse surrounding both the transformative value of GenAI for digital platforms and the evolution of enterprise platforms into their next generations.