AI isn’t a new concept, but a natural extension of the digital technology shift we’ve all been a part of. When we talk about AI today, it’s no longer a fantasy of the future; it’s here, and it’s reshaping industries left and right.

It’s become this massive tool, and companies are eager to grab it to stay competitive in a landscape that’s changing faster than we can keep up. But I’ve been thinking a lot lately about how companies like the ones i help approach AI—and there’s this undeniable rush to adopt it without really asking the most basic questions: Does it even make sense for us?

I dont mean to be arrogant, but we have seen this before, haven’t we? Every few years, a new technology comes along, and suddenly everyone feels the pressure to jump on board. We’ve lived through waves of digitalization, the cloud revolution, big data—and now, AI. Each of these had their moment in the sun, but the truth is, few companies that invested early saw the success they were promised.

I’m worried we’re heading down the same path with AI. Look, I’m not saying AI isn’t important—of course, it is. It’s transformative, even.

But the problem is that it’s being treated as a magic wand. Companies are throwing millions into AI projects without taking the time to figure out why or how it fits into their long-term goals.

Take the retail chains that rushed to build AI-driven customer service systems. Without truly understanding their customers’ needs, they ended up with robotic interactions that frustrated users instead of helping them. The investment backfired, not because AI wasn’t valuable, but because they skipped the most crucial step: understanding where it could actually add value.

I’ve read about similar mistakes in the banking sector. AI was adopted to evaluate creditworthiness, but without a thorough analysis of the underlying data, the algorithms became biased and discriminatory. That’s not only a financial blunder but a complete ethical nightmare.

I can’t help but think that many companies, in their eagerness to look “innovative,” forget one simple truth: not every problem requires AI. Sometimes, what a company really needs is a more basic, well-thought-out solution. It’s so easy to get swept up in the hype and think that if we’re not using AI, we’re falling behind. But I’ve learned the hard way that technology is just a tool—and it’s only as useful as the problem it’s designed to solve.

Instead of rushing into AI, we need to go back to basics. What are our actual needs? Where are we falling short? What’s our long-term vision? Old-school management tools like SWOT analysis and Lean Business Canvas might feel outdated, but they’re perfect for this. They help us take a step back and look at the bigger picture: where we’re strong, where we’re weak, where opportunities lie, and where we need to be careful.

Sometimes, the answer might be as simple as better digitalization or automating a few key processes. Other times, AI might indeed be the game-changer—but only if it’s aligned with the specific needs and goals we’ve identified through careful analysis. We have to remember that AI is just one tool in a massive toolbox of emerging technologies.

What’s really been on my mind lately is this: in our rush to adapt new technology, are we losing sight of what our company is actually about? I worry that the drive to “innovate” sometimes distracts us from the core of why we exist in the first place.

Technology should serve the mission—not the other way around. If we let the pressure of adopting the latest trend overshadow our company’s purpose, we risk losing the actual value we try to create.

At the end of the day, AI is just one part of a much larger conversation. Before we get caught up in the race to adopt, let’s make sure we know why we’re doing it and how it supports the bigger picture.

My concrete thought would be to go back to the basics. Pull out and review the old SWOT analysis. Summon your team around a lean business canavas and make the challenges tangible to everyone. And for gods sake, dont rush off to build anything wihout first checking whats available on the market.

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