For several years now, generative AI (GenAI) has captured enterprise imagination—promising to transform customer experiences, boost productivity and create new revenue streams. But as the article observes, many large companies today are confronting a more sobering reality: while investment continues, measurable returns lag, and organisations are finding themselves stuck in the “Trough of Disillusionment” phase of the GenAI hype cycle.
The central challenge is not merely adopting GenAI tools, but aligning them to real business outcomes. The article highlights that big businesses are grappling with issues like unclear business cases, weak data foundations, scalability problems, and governance frameworks that haven’t kept pace. To move from pilot to production, companies are urged to structure AI initiatives like product roll-outs: define metrics early, integrate cross-functional teams, ensure feedback loops, and embed AI into workflows—not treat it as an add-on.
Finally, the article points out the importance of culture, readiness and orchestration. Rolling out GenAI isn’t just a technology project; it’s a transformation in how work gets done. Organisations that foster experimentation, train staff, iterate quickly and close the gap between technology and value are better positioned to realise AI’s potential. Without that, even well-funded GenAI initiatives risk becoming cost centres rather than competitive advantages.
