How Intelligent Is Your AI?

Michael Wade, Amit Joshi, Mark J. Greeven, Robert Hooijberg, and Shlomo Ben-Hur

June 22, 2020

Ask these four questions to tell if your AI solution is really AI.

In a world where buzzwords come and go, artificial intelligence has been remarkably durable. Since it first emerged as a concept in the 1950s, there has been a relatively constant flow of technologies, products, services, and companies that purport to be AI. It is quite likely that a solution you are investing in today is being referred to as AI-enabled or machine-learning-driven.

But, is it really?

The reality today for most organizations is that AI and machine learning form a rather small piece of the overall analytics pie. Indeed, research conducted by London-based investment firm MMC Ventures revealed that 40% of Europe’s artificial intelligence startups did not use any AI at all. Furthermore, the offerings of many startups and analytics providers, even if quite advanced, fall short of even basic AI.

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About the Authors

Michael Wade is a professor of innovation and strategy at IMD Business School in Switzerland, where he holds the Cisco Chair in Digital Business Transformation. His most recent books are Digital Vortex and Orchestrating Transformation. Amit Joshi is a professor of AI, analytics, and marketing strategy at IMD Business School in Switzerland. An award-winning researcher and case writer, he works extensively with companies in telecom, financial services, pharma, and manufacturing. Mark J. Greeven is a professor of innovation and strategy at IMD Business School in Switzerland and coauthor of Pioneers, Hidden Champions, Changemakers, and Underdogs (MIT Press, 2019). Robert Hooijberg is a professor of organizational behavior at IMD Business School in Switzerland. He is coauthor of Being There Even When You Are Not: Leading Through Strategy, Structures, and Systems and Leading Culture Change in Global Organizations: Aligning Culture and Strategy. Shlomo Ben-Hur is a professor of leadership and organizational behavior at IMD Business School in Switzerland. He is coauthor of Leadership OS, Changing Employee Behavior, and Talent Intelligence and the author of The Business of Corporate Learning.