This article was written by Greg Kihlström for MarTech. Read the full article here.

Change is constant, but one thing is certain: hype cycles grab attention and influence budgets, for better or worse. Artificial intelligence (AI) is just the latest enterprise fixation, but it won’t be the last. Additionally, AI is too broad a term to focus on, with generative AI taking much of the oxygen in conversations, yet with other forms of artificial intelligence, such as predictive analytics and robotic process automation (RPA), having a larger existing footprint. 

Unlike other recently hyped technologies (e.g., the metaverse), greater AI investments have real and near-immediate potential to provide ROI. Yet, as with any trend, fad or legitimate area on which enterprise organizations should focus, there is a knowledge gap between myth and reality. This gap extends all the way from leadership, and it has the potential to very quickly add to more disillusionment with digital transformation. It also creates category leaders from organizations that can extract maximum value from AI.

What happens when adopting a technology such as AI outpaces leaders’ understanding of its potential, its current application and its potential for harm? Let’s examine how rushing into an AI-driven future without fully understanding it can impact businesses, employees and customers.

This article was written by Greg Kihlström for MarTech. Read the full article here.