Most enterprise generative AI investments have not yet produced the value companies expected. Executives identify culture and change management as the main barrier to adoption. Organizational change is presented as a major driver of AI value, rather than technology implementation. Many companies have launched workforce-wide AI initiatives, including hackathons, prizes, and usage-based tracking such as logins and token consumption. Leaders are cautioned against performative adoption that rewards mere participation or deliverables made with AI. Shallow metrics and trophy-style usage incentives can harm outcomes by encouraging activity without proof of impact.
"93% of executives leading AI and data efforts identified human issues around culture and change management as the primary obstacle to adoption. McKinsey Global Managing Partner Bob Sternfels put it plainly on HBR's IdeaCast: "Half if not more of the secret sauce" in getting value from AI, he said, "is organizational change, as opposed to technology implementation.""
"Many leading companies have launched initiatives over the past several months to drive AI adoption across their workforces. These efforts run the gamut from carrot-to-stick approaches, with some rolling out hackathon programs and prizes for innovative uses. Others use weekly logins and token consumption as proxies for performance."
"Employees prioritize what leaders model, incentivize, and reward. And initiatives built around shallow metrics can do more harm than good. It's understandable why many leaders today celebrate deliverables simply because they were made with AI, or reward employees for integrating it into workflows. Facing underwhelming internal adoption metrics, many have come to see any increase in AI usage as a win."
"At my firm, however, we call this "trophy-style" AI adoption-which is to say, a performative approach focused more on usage than results. It's focused on participation trophies over proof of impact. Leaders need to be wary of this trap."
#enterprise-ai #change-management #organizational-culture #ai-adoption-metrics #workforce-enablement
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