Artificial intelligence is everywhere: It’s in our tools, our workflows, our marketing pitches…and increasingly, in our bottom lines. But a thought-provoking article published recently on the AI bubble asks a far more sobering question: What’s it really going to cost to profit from AI?

Many people will roll their eyes and say, “Isn’t that obvious? Companies are already making millions from AI initiatives.” And yes, there are undeniable success stories around organizations that have harnessed AI to drive innovation, efficiency, and competitive advantage, but if we peel back the layers, it’s clear that the real winners so far are the cloud providers and tech giants selling AI infrastructure, APIs, and compute power.

For many organizations, the pursuit of AI value has been far less strategic and far more experimental. I’m reminded of that old saying: “Just throw things at the wall and see what sticks.” Over the past few years, that’s exactly how many have approached AI. Without a clear understanding of the specific problems AI was meant to solve, companies pressured every department to “do something with AI” and the result? A scattershot collection of initiatives, including chatbots here, predictive dashboards there, all launched not out of strategy, but obligation.

Now, as the hype cools and the bills come due, the question isn’t who’s using AI, but who’s profiting from it. True economic success with AI won’t come from experimentation for its own sake, but will come from thoughtful integration, measurable outcomes, and a clear understanding of where AI creates sustainable value versus where it’s just an expensive science project.

Peace out.