AI’s Evolution: What Good Looks Like Now

What are leaders doing differently to create value from generative AI?

I think the playbook's getting pretty clear. First, leaders are linking this to strategy and setting ambitious targets. They are tasking general managers, not their technology departments, with unlocking that value. They're getting in the details to rewire processes. This technology doesn't actually create value unless you fundamentally change a business process or change a customer value proposition. Finally, they're not getting bogged down in data, trying to holistically clean all of their data. They're focused on the data that matters for them to create advantage with the technology. 

What can we learn from companies that are doing AI right?

One thing I would say is companies that are doing this correctly are really focused on competitive advantage. It's interesting to look at where the applications of AI are in the leading companies in the sectors. They are increasingly starting to focus on the basis of competition in their industry. For example, in healthcare, when you're applying generative AI to drug discovery or regulatory applications or patient engagement, you're getting at the core of competitive advantage in that industry. I think that companies that are sitting on the sideline and viewing this as just a marginal productivity tool are missing the bigger plot. 

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Where are companies applying AI today that they weren't a year ago?

This has been driven by the maturity of agents. Increasingly, companies are looking at places where you want to inject intelligence, but also where there are dense, human-centric workflows—places like finance organizations where we have gone through a wave of traditional automation. But now generative AI and its ability to reason can do things like investor relations or advanced forecasting or FP&A—or the applications are getting to parts of the supply chain that weren't touched by traditional automation. I think what you're seeing is us move away from coding assistance, marketing, customer engagement applications to the broad array of applications inside a company.

Part one of Chuck’s talk

What to Expect from AI in 2026

Boardrooms are abuzz with fear of an AI bubble. Bain’s Chuck Whitten breaks down the reality.

Part two of Chuck’s talk

Getting AI Right: Architecture, Investments, and Tough Choices

Bain’s Chuck Whitten discusses the AI decisions that matter most.

Part three of Chuck’s talk

Preparing for AI’s Next Wave: Agentic, Quantum, and Managing Change Throughout

Goodbye baton pass, hello “bilingual” teams. Bain’s Chuck Whitten outlines the new approach to change management.