AI Integration in Business: Why the Real Revolution Is Yet to Come
AI integration in business is accelerating, but its full potential is still being unlocked. According to Lexlab founder Alfie Lagos, AI today is like the wheel before the invention of the car. The potential is huge, but it remains fragmented and largely unintegrated.
Businesses are racing to adopt AI-powered tools, with 72 percent of organisations worldwide using AI as of 2024, up from 55 percent the year before. Generative AI alone is used by 65 percent of companies globally. In Australia, 41 percent of SMEs plan to increase tech adoption this year, with many focusing on embedding AI into their operations.
However, the current AI landscape is a collection of parts rather than a cohesive system. Companies are adopting niche tools for specific functions – from audience targeting to automated reporting – but these tools often operate in silos. The true transformation will come when AI becomes a seamless layer within the software and workflows that businesses rely on daily.
For marketing and advertising, AI already provides powerful efficiencies. Teams are using models like GPT and Gemini to streamline content creation and in-house marketing functions. But as Lagos notes, brands must remain in control of AI output. Relying blindly on black-box models risks both quality and accountability.
Data privacy is also a growing concern. Feeding client data into public large language models introduces risks. More brands will move towards private or locally hosted AI models to safeguard sensitive information.
Ultimately, AI isn’t yet a polished wheel. The real innovation will come when the rough edges are smoothed, and AI becomes an integrated engine driving smarter, safer and more cohesive business operations.
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