AI Is Everywhere. But Are Businesses Using It to Create Real Value? | Oct 2026

I recently had a conversation with Tim Dolan, founder and principal of Kickframe, who I’ve known for several years. Given Tim’s extensive experience in digital strategy and his work helping organizations put AI into practice, I was keen to get his perspective on what businesses are getting right, where they’re falling short, and what leaders should be thinking about next.

One thing became clear pretty quickly: adopting AI and creating real value from it are two very different things.

Most businesses are experimenting with AI in some capacity. But having access to the tools doesn’t necessarily mean teams know how to use them effectively, or that organizations are fundamentally changing how they work.

Our conversation surfaced 4 important considerations for leaders navigating this shift.

1. Access to AI isn't the same as knowing how to use it

Most organizations have access to AI tools, but capability varies considerably across teams. Some employees are finding sophisticated ways to apply AI, while others are barely scratching the surface. The businesses making progress are investing in tailored training, giving employees time to experiment and helping them connect AI capabilities to their actual day-to-day work.

The takeaway: Don't assume that providing access to AI means your team is equipped to use it. Building capability requires investment, guidance and leadership.

2. Don't just automate work. Rethink what's possible.

One of the most interesting points Tim raised was the difference between using AI to make existing processes more efficient and using it to create entirely new opportunities. He shared an example of a media agency looking to improve its client reporting. Rather than stopping at faster reporting, the team identified an opportunity to develop a trend report for clients that had previously been too resource-intensive to deliver at scale. AI didn't just help the team save time. It enabled a new service.

The takeaway: Ask yourself 2 questions: Where can AI help us work more efficiently? And what could we offer, create or accomplish that wasn't possible before?

3. Smaller businesses may have an unexpected advantage

Large organizations have resources, data and established infrastructure. They also have complex systems, governance requirements and layers of decision-making that can slow experimentation. Startups and scale-ups often have more room to move quickly, test new approaches and adapt as they learn.

For growing businesses, this is a genuine opportunity to compete differently. You don't necessarily need the biggest budget or the largest team. You need to identify where AI can make a meaningful difference and be willing to act on it.

The takeaway: Agility matters. Businesses that can experiment, learn and adapt quickly may have an advantage over larger competitors that struggle to change.

4. Human judgment will matter more, not less

As AI makes it easier to produce content, analysis and creative work, we're seeing more output than ever. But more output doesn't automatically translate into better thinking or better results. Tim introduced a concept that stuck with me: cognitive surrender. It's what happens when we become so comfortable with AI that we stop questioning its answers and allow the technology to do our thinking for us.

I've seen why this matters. AI can produce something that looks polished and sounds convincing (hello ChatGPT), but that doesn't mean it's strategically sound or right for the business.

The quality of the outcome still depends on the quality of the inputs, the context behind the problem and the experience of the person evaluating the result.

For marketers and agencies in particular, this creates an opportunity to differentiate through stronger strategy, distinctive thinking and work that doesn't simply look like everything else being generated.

The takeaway: Use AI to strengthen your thinking, not replace it. Strategy, creativity, experience and critical judgment remain essential to getting the right results.

The bigger question for leaders

My conversation with Tim reinforced something I think every founder and business leader should be considering.

AI isn't simply a technology implementation. It requires us to rethink how work gets done, how teams develop new capabilities and where we can create value that sets our businesses apart.

That takes more than adopting another tool. It takes leadership, a clear understanding of your business priorities and a willingness to challenge how things have always been done. The opportunity is significant, but the businesses that benefit most won't necessarily be those using AI the most.

They'll be the ones using it with purpose.

Thanks again Tim for sharing some great insights! There is so much more to learn about AI, but this conversation really changed my perspective on how we can leverage the true power of AI.