Why AI Keeps Disappointing: You Funded a Project but Needed to Ingrain a Practice

A new argument in AI strategy warns that companies are pouring record money into AI while capturing little measurable value, often because they manage AI as short-term projects rather than ongoing business practices. The piece cites McKinsey’s finding that 92% of companies plan to increase AI spending and BCG’s estimate that only about 1 de cada 20 captura valor significativo. It adds research suggesting many organizations see no measurable productivity or employment impact, echoing earlier critiques such as Robert Solow’s computer-age paradox. The article claims the fix is a structured, human-AI collaboration approach, pointing to the author’s “THRIVE” framework (from How to Outsmart AI and THRIVE, Routledge, 2026), which is organized around six pillars and multiple levels.