AI is still too much of a “solution” in search of a problem

Erik Hartman
18 hours ago
3 min read

In recent years, artificial intelligence has become the buzzword in the business world. Everywhere you look, you hear stories about organisations experimenting with AI on a massive scale: from automating emails and reports to analysing data, optimising processes and improving customer communication.

But if we’re honest, the results are underwhelming. In fact, they’re often disappointing. And that’s unnecessary, because AI certainly has potential as a digital technology. But AI is also just a tool, not a silver bullet. That’s a hard lesson many organisations still have to learn.

Superficial applications, meagre results

Yes, artificial intelligence (AI) is indeed being used for a wide range of tasks. But if you look at the impact, it is usually limited. We see a small efficiency gain here, a saving of a few hours’ work there, and the occasional improved user experience. But real, profound improvements? They are lacking. And what is striking is that many of these applications come with knonsensical, clunky interfaces that fail to live up to the promise of AI.

The figures are quite sobering:

MIT concludes that 95% of all generative AI pilots in companies fail to deliver measurable results (Fortune, 2025). Only 5% of projects actually achieve rapid growth in revenue or efficiency.
Gartner accurately predicted that 30% of all generative AI projects will be abandoned by the end of 2025 after the proof-of-concept phase, due to poor data quality, insufficient risk controls or unclear business value (Gartner, 2024).
A BCG study shows that 74% of companies are not yet deriving tangible value from AI – a figure that by September 2025 had even worsened to 60% generating no material value (Talyx, 2026).
McKinsey reported in November 2025 that more than 80% of organisations see no meaningful impact on their EBIT, despite AI adoption (Talyx, 2026).
S&P Global demonstrated that 42% of companies had abandoned their AI initiatives by 2025 – a sharp rise from 17% in 2024 (WorkOS, 2025).

The wrong approach: a hammer looking for a nail

The biggest problem? Many organisations have an AI solution and are now frantically searching for a problem that they can solve with it. That is exactly the wrong way round. Technology – and certainly a powerful technology like AI – should not be the starting point. The starting point must be: what problem do we really want to solve? What goals do we want to achieve as an organisation? And how can AI be a means to that end, rather than an end in itself?

The before mentioned MIT study reveals that most AI pilots fail because they are not aligned with real pain points within the organisation. Instead, they are implemented as ‘shiny new toys’ without a clear business case. The result? Billions invested that yield little to no measurable results.

Time for a different approach

AI can be a powerful tool, but only if it is deployed in the right places. That requires a strategic perspective: first clearly defining the problem, then analysing whether (and how) AI can help, and only then designing a solution that makes a real impact. It is not about what we can do, but about what we must do.

This is where the TIMAF Digital Strategy game comes in.

This interactive game, based on years of experience and research, helps participants to:

Analyse business challenges What goals do we need to achieve and what problems do we need to solve?

Translate business goals into concrete digital initiatives.

Identify AI and other digital technologies that can support these initiatives.

AI and other digital technologies that can support these initiatives.

Learn how to truly leverage AI to achieve your organisational goals

Would you like to learn how to leverage digital transformation – and AI within it – in a targeted and strategic way? Then sign up for the TIMAF training course Strategy in Digital Transformation.

In this training course, you will learn:

Clearly defining problems – What are the real pain points in your organisation?
Analysing where technology adds value – Where can AI really make a difference?
Developing a digital strategy – How do you integrate AI in a way that contributes to your organisational goals?

Stop experimenting for the sake of experimenting. Start thinking strategically, so that AI is no longer a solution in search of a problem – but a powerful tool to achieve your goals.

Sign up for the training course!

Do you want to learn how to use AI effectively and solve real-world problems? In the Digital Transformation Strategy traning course, you’ll learn how to use digital technology – and AI in particular – to make a tangible difference in your organisation.