Keynote at the IFE Conference Special Event; Artificial Intelligence in Education Summit, held in the context of the IFE Conference 2024, Tecnológico de Monterrey, Monterrey, Mexico, January 23-25, 2024. Generative Artificial Intelligence (GenAI) has become a focal point in the higher education landscape. This innovative approach promises to revolutionize how students learn, teachers teach, and educational institutions evolve. In this conference, we will explore how GenAI affects different actors in the educational field, from teachers and students to decision-makers and technology development experts. The pros and cons will be analyzed from each actor's perspective for a comprehensive and holistic view. We will also discuss the ethical and social challenges of incorporating these technologies, such as data privacy and equity in access to advanced educational resources. From the perspective of the teaching staff, how GenAI can be a tool to enrich course content and offer more interactive and engaging teaching methodologies will be addressed. On the other hand, the impact of this technology on institutional decision-making is examined, with a special emphasis on curriculum planning and resource management. This conference aims to provide a comprehensive understanding of how GenAI is shaping the future of education, looking at all the stakeholders involved in this transformative process. The presentation is also available in Spanish.