Artificial Intelligence is no longer a futuristic concept—in the past few years, it’s become a practical tool shaping businesses across the globe. At our recent “AI Innovation for Tech World” panel we hosted in London, industry experts like Joshua Wöhle, Katja Palovaara, Andrew Webber, James Church, and our UK CEO, Jan Hauser, shared their insights into implementing AI effectively. Learn why true success lies not in adopting AI but in its strategic implementation.

From buzzword to business reality

AI has become a ubiquitous term in the business world. It’s hard to find a company today that doesn’t claim to leverage AI in some capacity. But as Andrew Webber pointed out, “AI is becoming like the internet in the early 2000s—an expected part of any tech solution.” While AI’s integration is inevitable, there’s a growing need to distinguish genuine innovation from marketing fluff. 

AI-washing: The danger of overhyped AI claims

Many companies are jumping on the AI bandwagon, incorporating basic tools and branding themselves as "AI-driven." This phenomenon, often referred to as AI-washing, is short-sighted. James Church warns, “If your value proposition is ‘We’re AI,’ you have no future.” Instead, businesses should focus on solving real problems where AI plays a supporting role, not the star.

Focus on value, not just technology

A critical takeaway from the panel was that AI isn’t a unique selling point—it’s a tool. To stand out, businesses need to focus on their value proposition and how they address customer pain points. A study on unicorn companies found that 80% achieved their status by excelling at market differentiation. Companies that rely solely on AI as their main selling point risk being overshadowed as the technology becomes more commonplace.

The future of AI in business

As AI continues to evolve, the focus will shift from whether a company uses AI to how effectively it leverages it. Much like the adoption of the internet or cloud computing, AI will become an invisible yet integral part of business operations. Andrew Webber predicts that agentic AI—self-operating AI agents—will be the next wave, grabbing headlines and pushing the boundaries of what’s possible.

The bottom line is that the most successful organizations won't be those with the most advanced AI, but those who effectively integrate AI to solve real-world business challenges.

For actionable strategies and practical steps shared by our panel experts to help businesses move from hype to implementation, check our next article AI product innovation trends: Getting your AI product right.