Many companies are seeing early AI-driven gains—automating processes, improving customer experiences, and boosting efficiency. But focusing only on incremental improvements could mean missing the bigger opportunity: using AI to fundamentally reimagine business models.
History offers a warning. Hotel chains digitized bookings but lost market share to online travel platforms. Media companies moved content online but saw revenue shift to social platforms. The lesson? Thriving in disruption requires reinvention, not just optimization.
With AI advancing faster than any previous technology shift, companies that only apply AI in isolated use cases risk falling behind as AI-first competitors redefine industries. The key is Dual Transformation—a two-track strategy:
Transformation A: Use AI to enhance today’s business—streamlining operations, reducing costs, and improving decision-making.
Transformation B: Build AI-powered business models that unlock new markets, revenue streams, and competitive advantages.
This approach is already working. Amazon has applied AI to optimize its retail business (A) while creating entirely new AI-driven businesses like AWS, Alexa, and AI-powered healthcare (B). Shell has used AI for predictive maintenance (A) while leveraging its expertise to launch new AI-powered energy solutions (B).
Companies that take three critical steps will be ahead of the game:
- Anticipate Disruptive Shifts.
- Align Leadership on AI’s Potential.
- Turn Internal AI Capabilities into Market Opportunities.
AI isn’t just about efficiency—it’s a growth accelerator. Companies that embrace Dual Transformation will meet the moment by optimizing today’s business and own the future by building AI-driven innovations that redefine industries.
