Stop Automating Old Processes. Design New Ones Instead.
Organisations are doubling AI spend (BCG: 0.8% to 1.7% of revenue), yet only 12% of CEOs report both revenue and cost benefits (PwC), and 60% see no enterprise-wide EBIT impact despite around 80% using generative AI somewhere (McKinsey QuantumBlack). Masha Shunko and Serguei Netessine attribute the gap to automating existing tasks inside unchanged workflows rather than redesigning the workflow first.
If you're asked to bolt AI onto a process you already run, the higher-value contribution is mapping what that process would look like if designed today from scratch — redesign judgment is scarcer than tool proficiency. Notice whether your organisation measures AI adoption or AI outcomes; the answer tells you how long the current approach has.
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