A report from Massachusetts Institute of Technology‘s Project NANDA has highlighted the stark contrast between the accelerating corporate investment behind #AI ($30-40B invested in 2024 and projected to hit a mind-numbing $400B in 2025) and…wait for it…95% delivering zero measurable impact (full report in comments). The report highlights a key factor decision-makers are likely already aware of – “Tools like ChatGPT and Copilot are widely adopted. Over 80 percent of organizations have explored or piloted them, and nearly 40 percent report deployment. But these tools primarily enhance individual productivity, not P&L performance.” Shadow AI is booming, ROI hides in the back office. The 5% that are winning? Two traits: “low configuration burden and immediate, visible value. In contrast, tools requiring extensive enterprise customization often stalled at pilot stage”. This is no different from change management principles that apply to any disruptive technology deployment. Marketers ran into over-complicated deployments of Customer Data Platforms (CDP) that yielded low returns before realizing they needed a #changemanagement strategy. Syneractiv’s change management rubric lays out a robust approach for avoiding exactly this over-engineering driven deployment failures.
