AI Hype – Embrace or Observe?

In many organizations I talk to about the future implications and possibilities associated with Generative AI, one of the concerns I hear from leaders is around AI hype.  To some, ‘AI’ has become the new buzzword that everyone seems to be talking about, but few have made an enterprise-wide pivot to embrace AI.  The most common reason given for this is that the pace of advancement within the AI ecosystem is so dynamic and chaotic that it feels like it might be prudent to take a “wait and see” approach before making major decisions or investments to integrate AI into the core of business operations. 

The Prudence of Pause

Patience can be a virtue, especially in a landscape full of lessons learned from previous tech trends driven by over-ambitious initial promises. The hesitancy to immediately embrace every new technological breakthrough is not without merit.  After all, every shiny innovation doesn’t always turn out to be gold. There are countless examples of resources devoted to leveraging tech that failed to mature – or matured differently than expected – leaving companies with little to show for their early adoption.

The Peril of Hesitation

History can also teach us another lesson through the tales of those who lingered too long in the “observe” phase. As an example, in the early days of the Internet, many established companies viewed the online world as a niche market.  Their opinion changed when they later found themselves outpaced by digital-first startups. Or the advent of cloud computing, where skeptics clung to their local servers while competitors harnessed the cloud’s scale and agility. The rise of mobile computing saw similar patterns, with some organizations too slow to recognize the shift in consumer behavior, ultimately watching their market share shrink in the rearview mirror.

The Dangers of Falling Behind

The risks of observing from the sidelines can be severe. In the tech waves of the past, companies that took a “pause and wait” approach often found themselves in a frantic game of catch-up—one that some never managed to complete. The internet has eBay and Amazon, cloud computing has Salesforce and AWS, and mobile-first has Uber and Airbnb—each an example of how new players can swiftly redefine an industry.

A Strategic Vision for the Future

So how do you proceed if you are not yet ready to re-design your enterprise operating model around AI, but you also don’t want to risk being left behind and trying to play catch-up to competitors or new entrants who moved more quickly?  My recommendation is to assemble the leadership team to start holistically imagining what the future might look like for your business.  Envisioning the future doesn’t mean you have to draft immediate blueprints for enterprise-wide transformation, but it does require you to think beyond incremental and to think holistically about a future where Generative AI becomes as mainstream and mission-critical as the internet, cloud computing, or mobile-first.

Adapting and Adjusting Execution Planning

Understanding the potential of Generative AI allows organizations to more effectively consider strategic choice points that can be used to determine the right pace for adoption. Whether it’s a bold stride forward or a measured step, the critical factor is to move with informed intentionality. This approach empowers businesses to adapt and adjust their plans dynamically, staying aligned with the evolving capabilities of Generative AI.

The Wisdom of Preparedness

While the urgency to act may vary by industry, change readiness, and team competency, the wisdom of preparedness is universal. It’s a safeguard against being blindsided by emerging competitors and new business models intent on disrupting the status-quo.

From Hype to Advantage

The hype around generative AI will eventually settle, and its practical applications will become more clear – and mainstream. Until then, don’t let the cautionary “wait and see” become a paralyzing “wish we’d seen.”  Use this time to invest in thinking ahead so that as the future unfolds, you are not just a spectator but rather an active participant in the narrative of change.

Revenue Growth Associates Can Help

At Revenue Growth Associates, we have extensive experience in working with leaders and thinkers to chart a course through the AI revolution.  Our approach leverages our Event Horizon Intensive offering and Visual Strategic Blueprint Methodology™ to help organizations envision and imagine their future – and then translate the future into execution priorities that balance observing against acting in a way that’s right for your business.  Want to learn more?  Contact us today for a complimentary exploration call where we can talk more about the future and help you start planning for what’s beyond the horizon.

Learn More about the Event Horizon Intensive here: https://revenuegrowthassociates.com/advisory/