"But ask how AI fits into their actual workday and most will say, "I copy my notes into ChatGPT, get a response and paste it back into my doc." That's not transformation - that's translation. The digital equivalent of printing an email just to read it. The winners won't be the best prompters. They'll be the ones designing systems that think with them."
"McKinsey research shows that nearly eight in 10 companies report using generative AI - yet just as many report no significant bottom-line impact. Take a deep breath and let that sink in - what you're doing today isn't working. The potential for genAI in GTM teams is massive, but the chatbot shortcut delays that value. It replaces system design with surface-level Q&A, deferring true transformation. There are two core disconnects in the AI-ROI conversation:"
Most AI usage remains superficial: workers copy notes into chatbots, paste outputs back, and call this progress. Widespread generative AI adoption has not translated into bottom-line gains for many companies. Chatbot-driven workflows substitute system design with surface-level Q&A, delaying transformative value. Two core disconnects hinder ROI: executives focus on headcount reduction while GTM teams pursue the wrong tools or fail to reimagine applications that drive value. Effective AI delivers better insights by compressing the distance between knowledge and decision, and enforces winning workflows to reduce variation and errors. Real AI ROI requires systems aligned to growth through both effectiveness and efficiency.
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