AI adoption has accelerated fast across enterprise organisations. Commercial teams are drafting proposals, running analysis and generating output at a pace that simply wasn't possible a few years ago.
But speed is not the same thing as strategy.
Something is becoming clear across large multinationals: AI implementation is running ahead of the people using it. Teams are working faster, but not necessarily better. Technology is delivering efficiency. Decision quality is a different story.
The real question isn't "are we using AI?"
It's whether your teams are actually making better commercial decisions because of it.
There's a lot AI can do. It can surface patterns in data, pull together insight quickly, structure output and accelerate preparation. These are genuinely useful things.
But AI cannot exercise commercial judgement. It can't navigate stakeholder tension, read a room, influence a complex buying group or hold margin in a live negotiation. Those things still come down to the person in the conversation.
Where the exposure sits
When AI adoption moves faster than workforce capability, three things tend to go wrong. Teams execute weak thinking more quickly. Output increases without clarity improving. And people start leaning on tools for decisions that require genuine strategic judgement.
AI amplifies what's already there. If the underlying capability is strong, it gets stronger. If behavioural standards are static, AI just accelerates the inconsistency.
What leading organisations are doing differently
The organisations getting this right aren't just investing in AI tools. They're strengthening the human capability that makes those tools valuable — strategic thinking, commercial decision-making, influence in high-stakes conversations and frameworks for navigating complex deals.
They're redesigning capability around the moments that actually determine outcomes. Not just digital literacy.
Because the competitive advantage isn't AI adoption. It's AI applied with genuine precision.
One question worth sitting with
AI will expose weak preparation, unclear thinking and reactive negotiation faster than ever. The organisations that pair the tools with better human judgement will protect margin, improve execution and grow.
The question is straightforward: are your commercial behaviours keeping pace with your technology?